Harley-Davidson's Global Expansion Strategy: Enhancing Market Position and Sustaining Long-Term Growth

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Running head: HARLEY-DAVIDSON1Harley-Davidson's Global Expansion Strategy: Enhancing Market Position andSustaining Long-Term GrowthBased on the detailed analysis of Harley-Davidson's global expansion strategy, corporateculture, and competitive environment, critically evaluate the key strategies that the companyshould implement to enhance its market position and sustain long-term growth. In yourresponse, include an assessment of the company's strengths, weaknesses, opportunities, andthreats, and propose a set of strategic recommendations that can improve its brand loyalty andcustomer base.Your response should be between1500 and 2000 words.

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HARLEY-DAVIDSON2Student NameInstitutionTable of ContentsExecutive summary.................................................................................................................................2Part I: Global Economy and Factor affecting Harley-Davidson.............................................................3Motivation for expansion....................................................................................................................3Risk factors.........................................................................................................................................4Part II: Corporate Leadership..................................................................................................................4Organization culture............................................................................................................................4Organizational Design........................................................................................................................5Leadership...........................................................................................................................................6Ethical Organization Characteristics...................................................................................................7Learning Organization Characteristics................................................................................................8Part III: Strategic plan summary.............................................................................................................9Strategic plan......................................................................................................................................9Marketing strategy..........................................................................................................................9Swot Analysis.................................................................................................................................9Conclusion........................................................................................................................................10Strategy Recommendations..............................................................................................................11References.............................................................................................................................................13Executive summaryHarley Davidson is a multinational company and has been able to market its brands ofhigh powered successfully in the global market.Thecompany brands include heavy weightmotor cycles and its success is contributed through transformational marketing, managementand manufacturing.Therefore, the management of Harley Davidson manufacturedbrands thatoffera lifestyle that many individuals ought to attain. The company has been in business formore than100 years and has been a leader in the motor cycle industry globally. The company

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HARLEY-DAVIDSON3has more than 1500 dealerships globally. The company have 30per centUS motor cyclemarket.In US and globally, the heavy weight motor cycles markets is very competitive withthe major players such as Honda, Suzuki, Yamaha etc.Thus, the competitions in the industryare based on the factors such as warranties, styling, reliability, quality, price, product feature,warranties and customer preferences.Harley-Davidson is a well-known company for itsdifferentiated products that have continuously stood out from norm.Therefore, Harley-Davidson should embrace more advertisements on their products to attract more customersand increase their market share. In addition,Harley-Davidsonshouldalso increase theirproduct lines to increase their sales.The company should also get data on currentdemographics of age and income and therefore, should be used as a guide in segmenting themarket.Part I: Global Economy and Factor affecting Harley-DavidsonMotivation for expansionHarley-Davidsontargets new customer segments:The company corecustomerbase isdecreasing due to demographic changes. Therefore, in response to that thecompanyneed to expand globally. The company is spending onadvertisementsto build itsbrands and gain high market share for customer segments such as women and youngmen, as well as gaining large growth opportunities globally inAsiaand otherinternational segments.International opportunities:Harley-Davidsonoperates in three major markets i.e.Europe,AsiaandLatinAmerica. The company has about 25 per cent of its productionshipments to these international markets. The company found that there is highuntapped market and this could be apotential growth opportunity in the future. Thecompany believes that the internationalmarkets offeran attractive long term

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HARLEY-DAVIDSON4opportunity. Therefore,the company should expandto take advantage of theopportunities through adding dealers and increasing production.Risk factorsCompetition:Harley-Davidsondeals with heavy weigh motorcycles and this market ishighly competitive. The company major competitors are based outside US andtherefore, once the company expand internationally, it will face high competitionfrom internationalcompetitors. Some of the company outside US have greatermarketing and financial resources thanHarley-Davidson. In addition to globalcompetitors that are outside US, the company also faces competition in the US.However, these competitors in US have lower sales volume and production andtherefore, do not hold high market share in US. The competitors include: Honda,BMW, Kawasaki, Yamaha and Suzuki.Supplier network maintenance: the company is reliant on enhancing good relationshipwith itssuppliers. However,Harley-Davidsonmotorcycles contain about 2500 partsthat are supplied by 700 direct national suppliers where 300 of them are the keysuppliers. Therefore, if the company expands, it will require more suppliers to supplythe parts. Thus, the hefty number of suppliers could give the company complexcoordination problems and a problem with only one of the company suppliers couldresult in a slow down production.Part II:CorporateLeadershipOrganization cultureHarley-Davidsonhas been in a positionto build a community of enthusiasts around itsbrand that includes members from diverse groups. Corporate values are designed to involveemployees in the desired behaviours that bring intoline withits strategic business goals.Organization culture refers to core values,artefacts, behavioural norms and behavioural

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