Running head; HERLEY-DAVIDSON COMPANY
Strategic Analysis and Market Penetration Plan for Harley-Davidson in
Brazil
Harley-Davidson Company
Name
Institution
Date
Harley-Davidson has established itself as a powerful brand in the global motorcycle industry,
and its strategy in expanding into emerging markets like Brazil requires a comprehensive
approach. Based on the information provided, address the following:
1. Strategic Leadership: Analyze how Harley-Davidson’s leadership, both historically and
in the present day, has contributed to its growth and ability to maintain its competitive
edge in the global market. How has the company’s leadership shaped its mission and
strategic direction, particularly in international markets like Brazil?
2. Market Entry Strategy: Evaluate Harley-Davidson's market entry strategy into Brazil,
including the challenges and opportunities it faces in this market. How can the company
leverage its brand reputation while considering local market conditions, consumer
behavior, and cultural differences?
3. SWOT Analysis Application: Using the SWOT analysis presented in the report, discuss
how Harley-Davidson can use its strengths and opportunities to overcome the identified

HERLEY-DAVIDSON COMPANY 2
weaknesses and threats in Brazil. What strategic recommendations would you make to
improve the company’s position in the Brazilian market?
4. Marketing and Communication Strategy: How does Harley-Davidson’s marketing and
communication plan address the unique characteristics of the Brazilian market? Discuss
the components of the marketing mix (product, price, place, promotion) and how they
align with Harley-Davidson’s global brand while catering to local consumer needs.
Word Count Requirement: 1,500–2,000 words.

HERLEY-DAVIDSON COMPANY 3
Harley Davidsonthe Leader as a Strategist Report
The company dates back to 1907 when it was established by two automotive enthusiast
and childhood friends William Harley and Arthur Davidson. Their first design was made in 1901
and it was commercialized in the year 1905. The first model was launched by the company in the
year 1905 and by 1907 formally launched the company by the name of Harley Davidson. The
company grew rapidly in production and development of motorcycles and by the year 1920 they
had become the largest motorcycle manufacturers globally (Harley Davidson, 2013).
Over years, Harley emerged as the most focused and powerful motorcycle brand in the
United States. The strategy of the business was mainly based on focused differentiation where its
target was specific groups with those products. Through unique differentiation, Harley aimed at
gaininga competitive edge and be different in its industry. The company exclusively switched its
attention to the heavyweight motorcycle segment. It dealt more on mini niches such as
customized, touring, and standardized motorcycles in the division of heavyweight. The
company's family of motorcycles included the Sportster, the VRSC,the Dyna the Softail,the
Touring, the CVO, and Treke motorcycles.
On the other hand, for many years the company has gone through many economic
downturns and has maintained its unique image and reputation among its loyal audience around
globally. The company is popular for customization offered and its heavy chopper style bikes
and accessories. The company manufactures bikes of at least 750 cc.Currently the company is
making total revenues of over £ 3.4 billion (Harley Davidson, 2013)

Strategic Analysis and Market Penetration Plan for Harley-Davidson in Brazil

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