Opportunities
• The demand for Harley Davidson is the highest in Europe on the international market.[large]
• It must market their products more competitive, especially in the European market.
• India is a large untapped market for motorcycle too.
• Women and young people are more inclined to ride a bike.
• International market for bicycles is much larger than the U.S. market.
• Customer value parts in the international market.
• Even in regions where the economy is at a low level, Harley may take the opportunity by the thought of customers in that situation, a bicycle is a cheaper way to travel, which would be favorable for the Harley.
Threats
• Capacity constraints and supply shortages have anticipated the loss in recent years.
• The average age of purchase according to an investigation of 42 years old and growing.
• Increased environmental regulations.
• Increased standards in the European market.
[linkunit]• Some of the competitors of the company is using more resources in marketing their product line (bicycles) and is a threat because it can change your risk factor for having diversified product line.
• Buell Division should continue under the umbrella of Harley.
• Because of the low cost of making a bike and the higher profit margin, it is clear that more competition can participate, especially those already in the car manufacturing market.