Brief Information of Company(Harley Owners Group)
H.O.G. was established by Harley-Davidson in
1983 in response to a growing desire by
Harley-Davidson owners and riders for anorganized way to share their passion andshow their pride (Harley-Davidson.com)
CURRENT VISION
“We fulfil dreams inspired by many roads of world by
providing extra ordinary motorcycles and customer
experiences. We fuel the passion for freedom in our
customers to express their own individuality”
CURRENT MISSION
“We ride our customers and apply this deep connection in
every market we serve to create superior value for all of
our stake holders”
Brand Extensions
Merchandise
• Helmet
• Boats
• Clothes (Jackets…)
• Mugs
• Collectibles….
• Lighter
• Watch
Beer
Bars
Current Scenario in INDIA
Manufacturing Plant :- Rewari in Khushkera (Rajisthan)
Assembly plant
Import duties reduced to 30%
Headquarters :- Gurgaon Haryana
Founded :- 2009
9 outlets
H-D’s problems for India
H-D is likely to face mechanical problems which would require careful
maintenance
Major problem can be fuel efficiency as Indian customers are mileage
conscious.
Records in Europe say that it has not done well on curve roads
Major constraint will be competition from Yamaha, Honda and Suzuki
Very high price also hinders sales- the cheapest H-D costs 0.4 million in
India- cost of two Maruti 800 cars.
Competitor Royal Enfield bike is not that expensive. Its costliest bike is
of Rs 2,00,000
Competitor Honda would do well because it has a wide network of
dealers and an on-going business would also sell high end bikes in
good numbers
SWOT MATRIX
Strong market position
Brand image
Offer customers to customize their bikes
Strong marketing department
Proven product quality
Declining financial performance
Poor credit rating
Difficulty to attract and retain employees
High price
Increase in oil price
Increasing competition
International import tax
Increase in labour cost
Younger riders are getting interested
Asian economy is booming
Increasing demands of bikes
Alliance with others is possible
STRENGTHWEAKNESS
THREATS OPPORTUNITY
PORTER Five Forces Analysis
Forces Strategic Significance
Internal Rivalry LOW-MODERATE
Threat of New Entrants LOW
Threat of Substitutes
Products
LOW-MODERATE
Bargaining Power of Buyers LOW
Bargaining Power of
Supplier
HIGH
STRATERGIES USED
Quality Lead Generation:
Engage the prospective customers at places they are likely to visit: Auto-Expo, Yacht Clubs, Golf Clubs, Hard Rock Café’s and then collect contact information there.
Hospitality Segment:
Hoteliers, Resort owners in tourist destinations are always looking to add new luxury items into their fleet for their clients to indulge into leisure.
Contd.
Loyal Biking Community:
One must drive lessons from social networking websites. Invites for friends, recommend Harley Experience to a friend.
Festive season:
Harley Davidson can organize parties that leave an impression on the attendees. Few of these attendees will certainly be induced into buying a Harley if they are made to engage with the Brand while attending these parties.
Conclusion • Harley- Davidson have to change Indian
culture and helped the future of motorized
vehicles.
• Must implement latest technology &
facilities.
• Loyal customers are not sufficient for
company to survive.
• “it’’s a journey but not a destination”