Strategic Analysis of Harley Davidson

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Milwaukee is where it all started for Harley Davidson. In 1903, William Harley Walter and Arthur Davidson created the first of millions Harley Davidson. It was one of the two major motorcycles that were able to survive the great depression. Since 1977, the only motorcycles sold to the public under the Harley-Davidson brand have been heavyweight motorcycles, with engine displacements greater than 700 cc, designed for cruising on highways. It is one of the most well known brands in the world of motorcycles and otherwise as well. Harley-Davidson maintains an enormous brand community, which keeps active through clubs, events, and a museum. The worth of Harley Davidson brand and its logo was somewhere around $40 million which was 0.8% of the company’s new revenue in year 2010. Harley Davidson has often set the benchmark for other motorcycle manufacturers through the years. By the end of World War I, 20,000 cycles were used in military duty and till date it is a favorite for the US army. Harley Davidson has continued to install the same V-Twin engine it invented years ago. It has mostly concentrated on aesthetic changes and ignored the technical changes that were required in the modern era. The critics say that Harley Davidson should innovate and get modern updations to its models. Whereas if we listen to the Harley Davidson loyals, they would insist on maintain HD’s Heritage. Strategic Analysis of the External Environment of Harley Davidson: The strategic management analysis of Harley Davidson will require some tools like PESTEL analysis, SWOT analysis, BCG matrix, Porter’s Five Force analysis, Key success factors, Industrial Life Cycle, Competitor Analysis, Environment basics and Degree of Turbulence. PESTEL Analysis: The PES... ... middle of paper ... ...e Harley Davidson heritage to the rest of the world. REFERENCES: Harley Davidson, Strategic Analysis . 2013. Harley Davidson, Strategic Analysis . [ONLINE] Available at: [Accessed 16 December 2013]. Harley-Davidson - Wikipedia, the free encyclopedia. 2013. Harley-Davidson - Wikipedia, the free encyclopedia. [ONLINE] Available at: [Accessed 16 December 2013]. Harley-Davidson Strategic Analysis. 2013. Harley-Davidson Strategic Analysis. [ONLINE] Available at: [Accessed 16 December 2013]. harley davidson. 2013. harley davidson. [ONLINE] Available at: [Accessed 16 December 2013].
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