Industry Analysis a. Definition of the industry b. Market trends in the last three years c. Economic structure d. Basic business model 2) Description of the company a. Main product b. Main geographical market 3) Marketing MIX a. Mall competitors b. Analysis of the marketing strategy c. Analysis of the marketing mix d. Main environmental and market reasons behind the strategy e. Propositions 4) Methodology a. Main sources Conclusion References 2 Introduction:

I decided to choose the case of Harley-Davidson because I’m keen on sport automobile, I’m pilot of carting (Go-kart) and I share this passion that I loved nice mechanics. Furthermore, I have my motorbike license and I tried for the first time a Harley-Davidson there is few days and I was surprised by the sensations that I had because I thank that it was a motorbike for the elderly. So I think Harley-Davidson is a great case to study because they have a strong brand image after all of years, and represent really the “American-Dream”.

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So we will study how Harley-Davidson, the only American manufacturer of motorbikes, continues to sell their products and continues to make people dream through the world. 1) Industry analysis (1000-1200 words) a. Definition of the industry First, Harley-Davidson, created In 1 981 , operates In two segments: the Motorcycles & Related Products (Motorcycles) segment Ana ten Hannibal services segment. In Tact, the primary business of the company is the Motorcycles segment designs, manufacturing and selling premium motorcycles for the heavyweight (with a power higher than 651 c).

Harley-Davidson has generated 76%, 76% and 75% of the total net venue during 2011, 2010, and 2009. Furthermore, Harley-Davidson motorcycles own a line of motorcycle parts, accessories, general merchandise and related services. Today, products of Harley-Davidson are sold to retail customers through an international network of independent dealers, with sales in over 67 countries that include North America, Europe, Middle East, Africa (MEME), Asia-Pacific and Latin America.

In 2009, the Company decided to sell the Bull product line and its production and in 2010 was the turn of NV Augusta who has been sold due to principally to the prolonged economic downturn. However, we will analyze the last annual report from Harley-Davidson from 2011 (2012 is not ready yet), so if we look the tabs we can see that Harley-Davidson continue to increase its profits with 55,7% in 2011 that was 53,2% in 2009 on the U. S Heavyweight Motorcycle market. Harley-Davidson. Com, Annual Reports 2011 But also on the European Heavyweight Motorcycle market, with 12% in 2009, who obtain today 13,7% of the market.

The company license products that include t-shirts, Jewelry, helmets, bars, collectible… The Royalties from licensing who increasing for few years were “$43,2 million, $39,8 million and $38,3 million in 2011, 2010 and 2010, respectively. ” Finally, the last segment where Harley-Davidson has an important strength is the patents and Trademarks because the brand image is one of the most important for the company and today for the company it’s really important to monitor the market in order to protect him.