Harley Davidson

 Harley Davidson Essay

Week 5 Individual Task: SWOT EVALUATION

Bob Carter


15 December 2012

Ed Dempsey

SWOT Evaluation

This sort of analysis provides a summary of the organization's Strong points, Weaknesses, Possibilities, and Hazards. SWOT is known as a planning survey that only addresses a specific period of time but can be utilised in conjunction with different business documents to provide effective and effecient decision-making depending on facts rather than intuition. The strongest and weakest points sections of the analysis will be those concerns internal towards the organization. Opportunities and Dangers are problems that are external to the organization period (Nickels, McHugh, & McHugh, 2010). I have decided to conduct a SWOT evaluation on Harley-Davidson, Inc. (Harley), number 458 on the 2012 Fortune 500 list (Fortune, 2012). Organization Overview

Harley davidson is one of the leading organizations in the world for creating heavyweight (> 650 cc) motorcycles. The business not only generates and offers motorcycles, although a wide range of affiliated products, which includes parts and accessories, clothes and attire, and finance. Harley-Davidson, Inc. is broken into two functioning segments: Harley-Davidson Motorcycle Organization (HDMC) and related items, and Harley-Davidson Financial Services (HDFS). Harley's primary headquarters is located in Milwaukee, Wisconsin and employs approximately 6, 600 people (HD, 2012). SWOT Evaluation

Strengths| Disadvantages

Good market placement | Lapses in merchandise quality impacts reputation| Wide distribution network| Dependence on impartial dealers and distributors| Good brand image| Mixed monetary picture

Opportunities| Threats

Developing market demand | Complying with federal government laws and regulations| Developing market for girls | Reliance on 3rd party suppliers of raw materials

Strong points

Strong market position. Harley has held the largest discuss of the U. S. marketplace since 1986. Market percentages, as measured by sign up of retailed, new Harleys, have been: 53. 2% in Fiscal Yr (FY) 2008; 54. 9% in FY 2009; and, 55. seven percent in FY 2011. The corresponding percentages for the Western market will be: 12. 0% in FY 2009; 12. 7% in FY 2010; and, 13. 7% in FY 2011. Besides U. S. and Europe, Harley davidson provides services and products to The united states, Latin America, Middle East region, India and the Asia-Pacific region (SWOT, 2012). Large Distribution Network. Harley utilizes a network of 3rd party distributors and retail stores for its products and services. In the U. S., Harley davidson works through 706 full-service dealerships found in primary and secondary locations. The Canadian network can be comprised of seventy four dealerships, 370 dealerships can be found in the European, Middle East, and Asia (EMEA) location and there are 44 such dealerships located in Latina America. Projected growth plans in the worldwide market display an additional 75 to one hundred and fifty dealership spots planned among 2009 and 2014. A large distribution network such as this enables cost-effective and timely delivery of products and services worldwide (SWOT, 2012). Strong Brand Image. The Harley-Davidson manufacturer and their various logos, pictures and coupure have created a picture that is rivaled only by other mega-sized organizations just like McDonald's and Coca-Cola. This impact goes beyond the mere labeling of merchandise, even so. Harley moved one more stage and a new sub-culture of loyal owners that link their allegiance to current ownership, their very own youthful past, the feeling of freedom and the best of American culture (Comer, 2010).


Interstice in Merchandise Quality Influences Reputation. Harley davidson has announced recalls lately for making and design and style issues. In February 2012, Harley-Davidson designed a repair assistance campaign to solve faulty brakes in about 1, 228 units of 12 designs. In March 2011, the corporation initiated a world-wide remember affecting above 308, 500 units of its Visiting, and Trike motorcycles. These kinds of recalls can hamper...

Sources: Annual Survey. (2011). Harley-Davidson Annual Statement. Retrieved by: http://media.corporate-ir.net/media_files/IROL/87/87981/HD.pdf


Comer, E. (2010). Life-style, Identity and Social Impacts of Personalisation a Group. Thesis for the School of Professional Studies, Gonzaga University. Recovered from: http://web02.gonzaga.edu/comltheses/proquestftp/Comer_gonzaga_0736M_10075.pdf


Feder, B. (March 18, 1987). The New You are able to Times. Working day. HARLEY REQUIRES END TO TARIFF AID. Retrieved from: http://www.nytimes.com/1987/03/18/business/harley-asks-end-to-tariff-aid.htmlFinancial


Fortune 500. (2012). Annual Ranking of America's Top Corporations. Retrieved from: http://money.cnn.com/magazines/fortune/fortune500/2012/full_list/

Global Data

Goldglantz, They would. F. (2012). Take a SWOT at your self. Pest Management Professional, 80(1), 52.

HI-DEF. (2012). Harley-Davidson website. Gathered from: http://www.harley-davidson.com/en_US/Content/Pages/home.html

Hoetler, Big t

Jusko, L. (September 12, 2012). 2012 IndustryWeek's Ideal Plants Finalists Named. http://www.industryweek.com/quality/2012-industryweeks-best-plants-finalists-named

Motorcycles Market Profile: Global

Nickels, Watts. G., McHugh, J. M., & McHugh, S. Meters. (2010). Understanding business (9th ed. ). New York, BIG APPLE: McGraw-Hill/Irwin.

Samaras, Z. (2009). Study about possible fresh measures concerning motorcycle emissions. Final report- Revised Version. Retrieved from: http://ec.europa.eu/enterprise/sectors/automotive/files/projects/report_measures_motorcycle_emissions_en.pdf


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