Societal Environment1. Economic
As mentioned above, the economy downtime in the United States has affected the sales of Harley-Davidsons motorcycles in 2007. With low interest rates, increasesin the price of gas, and increases in unemployment; these economic uncertainties have led the company to make a decision of reducing their production and shipment until the economy recovers. On the other hand, the international retail sales of Harley-Davidson have increased 13.7 percent in 2007. Compared to the figures in 2006, Harley-Davidsons production sales have increased 15.0 percent in Europe, retail sales have increased 3.6 percent in Japan, retail sales have increased 9.4 percent in Canada, and 23.7 percent from the combination of the rest of the international markets
2. Technological. Due to fast-pace speed in the world of technology, consumers expectations have increased drastically. In order to be built and maintained Harley-Davidsons brandloyalty and reputation, Harley-Davidson utilized information technology to strive to build higher quality and more reliable traditional motorcycles. Through the increase in convenience with e-commerce, consumers can obtain different modelsinformation about its products, compare the functionality of those models before they make a decision to purchase, and obtain finance information assisting buyers to make decisions like the amount to finance and its down payment. Harley-Davidson satisfied consumers shopping needs during anytime of the day at their convenience. However, with the limited ability Harley-Davidson has to develop non-traditional motorcycles, Harley-Davidson has a disadvantage when compared to itscompetitors.
3. Political-legalDue to Environmental authorities in Federal, State, and Local levels of government, environmental laws to monitor and control air, water, noise, and fuel pollution have forced Harley-Davidson to implement environmental practices throughouttheir company. It is certified by the US...
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