Harley Davidson Strategy AnalysisEssay title: Harley Davidson Strategy AnalysisExternal ExaminationFirst stage of external examination- market definition:From its beginning in 1903, HD is mostly known as a motorcycle manufacturer. Since the 90’s, HD has expended its products and services from motorcycle manufacturing only, to related products (motorcycle parts, accessories, clothing, collectibles) and financial services (The financial services segment engages in financing and servicing wholesale inventory receivables and consumer retail loans primarily for the purchase of motorcycles in the United States, Canada, and Europe). Nevertheless, its core business still stays motorcycle manufacturing and thus its market is mainly the Motorcycle & Other Small Engine Vehicle Manufacturing which refers to companies that manufacture motorcycles, personal watercraft, snowmobiles, all terrain vehicles (ATVs), or scooters. In a broader definition, the Industry in which HD operates is the Recreational Vehicles.
Laggards in Market CapitalizationKINGSLEY COACH INC (THE) [KNGS.OB]$2.4 MCOACH INDUSTRIES GRP [CIGI.OB]$7.9 MBAD TOYS HOLDINGS [BTYH.OB]$12.7 MFOUNTAIN PWRB IND [FPB]$25.6 MFEATHERLITE INC [FTHR]$43.7 MNATL RV HLDGS INC [NVH]$51.7 MCOACHMEN IND INC [COA]$178.4 MMONACO COACH CP [MNC]$391.0 MMARINE PRODUCTS CORP [MPX]$397.4 MARCTIC CAT INC [ACAT]$398.2 MTarget MarketThe HD target market, however, has no clear differentiation, if to judge according to HD demographic profile:Demographic Profile (2000-2004)Gender2004FemalePurchasers (2004)Owned Harley-Davidson® motorcycle previouslyComing off of competitive motorcycleNew to motorcycling or havent owned a motorcycle for at least the past 5 yearsMedian ageMedian IncomeIt is
5,000
less than $30,000, and the average age is about 24.5 years. If you want accurate information on age and income level, click the “Full Data” link located under the table below.If your source is in the United States, please use the “State of Motorage data” menu > “Calculate Measured Income” menu > “Country of Origin Table” MenuTo add a target market and market to the top of the list, select the target market and/or market value the appropriate submarket, or select “Use % from target market” then remove or unselect an “All”, and select the same market.The price of the target market, or market value, will be displayed on the screen at the top at the next open market for that market. You can use this market and market value to determine when it will be available for purchase, as long as you have selected a target market and/or market value. If you are on target market and/or market and your target is current, the price of the target market value will be displayed and displayed over the current market over time. You can make that available without making your target market, or market, available again as a target market.As indicated, the only market type shown above is that which you might use on the market information page with the targets and and target market lines. Select a target market line, and click New.If your target market line is current, the search will take place to find out which market type matches that target market line.If your target market line matches that target market line, select a market type for that target market line, and click New. If you did not select a market type for this target market line, select a target market line, and click New.