Description
SWOT ANALYSIS OF HARLEY DAVIDSON
Brand Name Parent Company Category Sector Tagline/ Slogan USP
Harley Davidson Harley Davidson Motorcycles Two-wheeler Escape; Respect; Life is a highway; Cage Free Humans Most popular branded Cruiser bike STP
Segment Target Group
Men who want to go for long bike rides Upper middle and upper class men A bike for the men who want to have respect in life and on the road SWOT 1. Innovation 2.Strong brand equity and brand loyalty 3.Strong financial position 4.High quality product 5.Use of Social Media 6. Merchandising 7.Good product range 1. Expensive 2.Not diversified 3. Limited customer base 1. Emerging markets and expansion abroad 2.Product and services expansion 3.Expanding demographics
Positioning
Strength
Weakness
Opportunity
Threats
1.Competition 2.External changes (government, politics, taxes, etc) 3.Lower cost competitors or imports 4.Product substitution Competition 1.Royal Enfied 2.Boulevard
Competitors
doc_345826529.docx
SWOT ANALYSIS OF HARLEY DAVIDSON
Brand Name Parent Company Category Sector Tagline/ Slogan USP
Harley Davidson Harley Davidson Motorcycles Two-wheeler Escape; Respect; Life is a highway; Cage Free Humans Most popular branded Cruiser bike STP
Segment Target Group
Men who want to go for long bike rides Upper middle and upper class men A bike for the men who want to have respect in life and on the road SWOT 1. Innovation 2.Strong brand equity and brand loyalty 3.Strong financial position 4.High quality product 5.Use of Social Media 6. Merchandising 7.Good product range 1. Expensive 2.Not diversified 3. Limited customer base 1. Emerging markets and expansion abroad 2.Product and services expansion 3.Expanding demographics
Positioning
Strength
Weakness
Opportunity
Threats
1.Competition 2.External changes (government, politics, taxes, etc) 3.Lower cost competitors or imports 4.Product substitution Competition 1.Royal Enfied 2.Boulevard
Competitors
doc_345826529.docx