Conclusion on analysis of Harley Davidson

SWOT-analysis

 

SWOT
Interne forhold
Strengths	Weaknesses
Known and strong brand across the world Strong company structure Employees from many different countries (diversity) Providing opportunities for professional growth and leadership development Partnerships with diverse businesses, both suppliers and dealers   Focus on product development Customization Offer a lot of events for their customers Great service Offer a lot of extra features Loyal customers	Premium pricing strategy The average customer is getting older every year Limited marketing Many partners, which makes it hard to co-operate closely with all of them Weak product mix - prevents the business from getting into new market segments Limited market reach
Eksterne forhold
Opportunities	Threats
Focus on marketing to young adults by producing cheaper city motorcycles. Expanding to new markets New models of motorcycles Try to shift market position The old retro design is a trend again Products diversification Make close co-operations/alliances with suppliers and complementary business	The average customer is getting older every year Four big competitors with a big financial capital Big competition on the market in general Imitation High focus on the environment

Conclusion on our SWOT-analysis

Harley-Davidson’s strengths are primarily the brand, which is known for the design and good service. They focus a lot on product development and they have many years of experience, which makes them kind of experts in the field. Besides that, they have loyal customers, which is a huge advantage. The most noticeable weakness of Harley-Davidson is their weak product mix. They focus a lot on the “chopper”, which makes the market limited. in addition to that, most of their margin comes from Northern America and they do not try to sell more in developing countries or anywhere else. Harley-Davidson has the opportunity to expand to new markets. That could be done by making new models of motorcycles so that they reach more potential customers. In that way, they can improve their product mix. Besides that, they have the opportunity to make close co-operations with their suppliers, dealers and complementary business, which would improve their supply chain and partnerships.

Many things are threatening Harley-Davidson as a company. In general, there is a big competition on the market. Harley-Davidson has some big competitors that make substituting low-cost products. Furthermore, many of the competitors make the same “chopper” motorcycle as Harley-Davidson. Another thing that is trending right now is the focus on the environment. In some way, that is a threat to Harley-Davidson and could have a negative impact on Harley-Davidson. All things considered, Harley-Davidson has more strengths and opportunities than weaknesses and threats. however, they still have some things to work on if they will improve their company. They need to adapt to changing circumstances if they want to survive and still be a big player when we talk about motorcycles.