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TABLE OF CONTENTS EXECUTIVE SUMMARY 3 INTRODUCTION4 COMPETITIVE POSITION 5 COMPETITIVE ISSUES8 STRATEGIC OPTIONS11 STRATEGIC RECOMMENDATIONS12 IMPLEMENTATION ISSUES AND CONCLUSION15 REFERENCES 17 yEXECUTIVE SUMMARY z The Harley-Davidson is one of the most famous and successful motorcycle manufactures in the USA market With its growing presence in the European market the company can find a lot of valuable opportunities By using Five-Forces Model and SWOT Matrix this essay is going to analyze the whole European motorcycle market and the companys strategic position In the second part this essay makes practical strategic recommendations that consist of pricing strategy marketing strategy promotion strategy and etc Finally it gives some suggestions on how to implement those strategies and draws a brief conclusion yINTRODUCTION z In the group assignment we had already done our group discussed the automobile industry of the European countries and concluded that there were a couple of business opportunities in the market In this essay one of the opportunities--heavyweight over 750cc motorcycle market is analyzed And one of the worlds most successful motorcycle manufacturers--Harley-Davidson was identified as the one that had best strategic opportunity in that market The Harley-Davidson is one of the largest market-share holders of motorcycles of the world It is the dominant producer for the US market and also plays a very important role in the European market This company produced its first motorbike in 1903 For a century the Harley-Davidson fulfills its promise to their valued customers It celebrated its 100th anniversary in USA last month and aims to continue its legacy for another 100 years The Harley-Davidson Mission Statement says We fulfill dreams
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