Академический Документы
Профессиональный Документы
Культура Документы
Clara Dorval
Satheesh Kumar Chinnappan
Kannan Jaganathan
Pierre-Henri Reix
May 10, 2011 Jessica Sarrade
History of HD
HARLEY-DAVIDSON, INC.
NYSE: HOG Fact Sheet
World wide Revenue
HARLEY-DAVIDSON, INC.
NYSE: HOG Fact Sheet
2009 Worldwide Retail Sales of
Harley-Davidson Motorcycle
HARLEY-DAVIDSON, INC.
NYSE: HOG Fact Sheet
VALUES OF HD
Source HD website
Product extensions
Motor Cycles
Bike accessories
Beer
Bars
SWOT - ANALYSIS
Strengths
• HD operates in two segments- HD Motor Cycles&
related products and HD Financial services(hdfs).
• HD is the only American heavyweight motorcycle
manufacturer.
• Strong brand name & relationship with customers
• HD having good marketing division and its divided
as a dealer promotion, customer events, magazine and
direct mail advertising and public relations.
• Customization of the bike is HD’s major revenue
maker.
Weakness
• High price
• Top board of directors were all men
• Lack of employee diversity
• HD has problem in gaining more market share in some
European countries.
• Required production is not met.
OPPORTUNITIES
Expensive
Good Quality
engineering
Innovative
Strategical view
Guaranteeing quality.
+
Existing Brand Alliances
Luxury watch maker Bell & Ross have teamed up with british
bike customizers Shaw Harley Davidson (the most
distributing) to create this custom chopper: the Bell & Ross
inspired Nascafe Racer.
Existing Brand Alliances
Gibson and Harley Davidson (joint communication)
Harley Davidson had fallen into the trap of thinking that more
products equals more sales. And it usually does, at least in the
short term.
But after, the image of Harley Davidson is less good.
Brand Extensions Failures
Wine coolers
Our Vision
Our Mission
Our Action
Brand structure
methodology
Profile ( 3 axis)
band 50 9 15 7 35 12
look 46 8 15 7 31 10
famous 30 6 8 4 22 7
bike 20 4 3 2 17 6
legend 22 4 4 2 18 6
leather 22 4 4 2 18 6
jacket
USA 25 5 19 9 9 3
landscape 22 4 16 8 6 2
masculine 27 5 13 6 14 5
culture 21 4 12 6 9 3
travel 32 6 12 6 20 7
Brand structure
USA
CULTURE
Band
LANDSCAPE Look
Travel
Bike
Core
Legend
Famous
Periphery Brand
MASCULINE
proposed strategies
Brand extensions
Extension in international work company / Television
and video production company
( TV shows, TV programs)
To endure
the Rock & Roll image.
USA
CULTURE
Band
LANDSCAPE Look
Travel
Bike
Core
Legend
Famous
Periphery Brand
MASCULINE
Brand alliances
Restaurant chains for a symbolic co-branding
+
In USA and around the world, we can focus on
Morton’s steakhouse:
a special meal Harley Davidson for Morton’s
+
USA
CULTURE
Band
LANDSCAPE Look
Travel
Bike
Core
Legend
Famous
Periphery Brand
MASCULINE
Johnny Hallyday for a symbolic
co-branding (In France)
CULTURE
Band
LANDSCAPE Look
Travel
Bike
Core
Legend
Famous
Periphery Brand
MASCULINE
Lady Gaga for a symbolic co-branding
CULTURE
Band
LANDSCAPE Look
Travel
Core
Bike
Legend
Famous
Periphery Brand
MASCULINE
Joint communication with WWF
+
Communicate on the respect of the environment.
CULTURE
Band
LANDSCAPE Look
Travel
Bike
Core
Legend
Famous
Periphery Brand
MASCULINE
Recommandations