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Harley Davidson SWOT & PESTLE Analysis

ID : 52232353| Jun 2022| 22 pages

COMPANY PROFILE -Harley Davidson

Business Sector :Automobile

Operating Geography :United States, North America, Global

About Harley Davidson :

Harley Davidson is an American motorcycle manufacturer which was founded in 1903 by William Sylvester Harley, Arthur Davidson, Walter C. Davidson, Sr. and William A. Davidson. The headquarters of the company are located in Milwaukee, Wisconsin. Today, the company is the 5th largest motorcycle manufacturer globally as well as a well-loved brand with a huge following. the brand has emerged as being much more than simply a motorcycle maker. It now has its own licenses, merchandise, apparel, décor, accessories, motorcycle models, video games and even Harley Davidson clubs. Theunique feature about the Harley Davidson bikes is that they introduced a new style of heavyweight motorbikes called the “chopper” motorcycle style with cruiser motors. The primary manufacturing centers of the company are located at York in Pennsylvania; Milwaukee in Wisconsin; Manaus in Brazil and Bawal in India with another plant recently constructed in Thailand. The company is operating in mainly two reportable segments – two-wheeler segment & the financial services segments under the names of Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS) respectively. The Harley-Davidson LiveWire S2 Del Mar Le will be available in May 2022. The motorcycle will be built on Harley-all-new Davidson's Arrow Architecture, which was created specifically for electric motorcycles. The S2 platform, which is designed specifically for middleweight motorcycles, is likely to be used on the LiveWire Del Mar Le.

The USP of Harley Davidson lies in it being highest ranked company for Automobiles and Components for Gen Z. The Harley Davidson mission statement reads, “We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments” and the vision statement reads, “Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.”

Harley Davidson Revenue :


USD 4 billion - FY ended 31 December 2020
USD 5.3 billion - FY ended 31 December 2019

Competitive Analysis of Harley Davidson

SWOT
PESTLE
The SWOT analysis for Harley Davidson is presented below:
Strengths
Weaknesses
1. Huge global footprint – business in more than 100 countries worldwide
2. Integrated services to the bike consumers including parts & accessories and financing options
3. Strong marketing policies maintaining a high brand image, trust and consumer loyalty
4. Strong financial services segment
1. Greater reliance on third parties for company operating and administrative activities
2. Decrease in net income for the company by nearly 100%
Opportunities
Threats
1. Wide gamut of trade agreements by the home government with exporting countries coupled with global and domestic economic growth
2. Growth potential in the electric motorcycle market
1. Rising competition from local players in global markets
2. Environmental and governmental regulations can increase costs
3. Uncertainty in the launch of a premium low displacement motorcycle in China
4. Highly competitive motorcycle industry
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Detailed SWOT Analysis of Harley Davidson

Strength

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Weakness

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Opportunity

1. Wide gamut of trade agreements by the home government with exporting countries coupled with global and domestic economic growth: Global economy is expected to grow at 3.6% in the current year along with growth of US by 2.5% in the current fiscal FY22. This will be driving the increase in demand for automobiles across the globe due to increased needs of commuting and luxurious expenditure for the bikes among the young population. Also, US has free trade agreements signed with 20 countries across the globe as well as trade & investment framework agreements with various countries at different levels and currently is in process of forging a new Translantic Trade and Investment Partnership with European Union. These trade agreements provide plenty of opportunities for US companies like Harley Davidson to get access to the global markets and also transfer of skills and technologies amongst different countries. TTIP agreement will open new investment destinations in Europe for Harley Davidson which will help it to get better hold and increase sales in European market.

2. Growth potential in the electric motorcycle market: The market for electric motorcycles and scooters surpassed USD 30 billion in 2020 and is expected to grow at a CAGR of around 4% between 2021 and 2027. Companies are making investments to be at the forefront of the electric motorcycle market. Electric motorcycles are critical to Harley-future Davidson's success, and the company is committed to and enthusiastic about leading the market. The focus will be on technology development, with a product and go-to-market strategy that reflects the expectations of the target customer in order to deliver the world's most desirable electric motorcycles. Harley Davidson has an opportunity to invest in this market as it has a strong financial position.

Threat

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References used in Harley Davidson SWOT & PESTLE Analysis Report

1. Harley Davidson Annual Report 2020 -https://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_HOG_2020.pdf
2. Harley Davidson newsroom -https://h-dmediakit.com/us/news.html
3. Harley Davidson company website - https://www.harley-davidson.com/us/en/about-us/company.html
4. Harley Davidson company profile - https://in.reuters.com/finance/stocks/company-profile/HOG.N
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Harley Davidson SWOT and PESTLE analysis has been conducted by Anindya Sadhu and reviewed by senior analysts from Barakaat Consulting.

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