An Analysis of Harley Davidson, Inc.

  • 2017

An Analysis of Harley Davidson, Inc.

Author:
Allyson Bartlett
Abstract:

Founded in 1903, Harley-Davidson, Inc. is a market leader in the motorcycle industry, and recognized for its customer loyalty and unique relationship with American culture. The Harley-Davidson brand—alone—is renowned for its ability to command pricing and sustain its competitive positioning. Harley-Davidson’s competitive advantage is built on selling a lifestyle and an exclusive experience to its target market. While this differentiation strategy has led to its dominant market position, the future is less certain due to a host of internal and external factors. In order to sustain its competitive advantage, the company must continue to mitigate low scale economies, enhance its international presence, diversify its products and meet the needs of its changing consumer base—all without sacrificing its core existence. To that end, this paper provides an analysis of Harley-Davidson applying Michael Porter’s nine sources of uniqueness as well as recommendations to sustain market leadership, as well as information about the Harley brand and the appeals embodied in its image.