Harley-Davidson SWOT Analysis

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.