SWOT analyses Harley davidson

Topics: Harley-Davidson, Motorcycle, Harley Owners Group Pages: 5 (1266 words) Published: July 31, 2014

 
MGT
 101
 –
 Principles
 of
 Management
 

 

 
SWOT
 Analysis
 
Harley
 Davidson
 
March
 24,
 2014
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 
S
 –
 Strengths:
 
The
 strengths
 of
 the
 Harley
 Davidson
 company
 are
 many.
 Harley-­‐Davidson
 has
 one
 
of
 the
 strongest
 brand
 names
 in
 the
 world,
 which
 helps
 it
 keep
 a
 loyal
 customer
 base.
 The
 

company
 established
 a
 good
 brand
 image
 with
 its
 motorcycles
 achieving
 an
 almost
 
legendary
 status
 and
 being
 ranked
 among
 the
 world’s
 best
 brands.
 Harley-­‐Davidson
 has
 
been
 ranked
 among
 the
 top
 100
 global
 brands
 in
 the
 world.
 The
 company
 holds
 54.6%
 
shares
 in
 the
 US
 market,
 and
 is
 ranked
 number
 one
 or
 number
 two
 in
 the
 motorcycle
 
market
 in
 nine
 countries
 across
 Europe.
 Harley-­‐Davidson’s
 motorcycles
 are
 known
 for
 
their
 classic
 styling,
 design
 simplicity
 and
 quality.
 The
 company
 earned
 industry
 
recognition
 for
 its
 high
 quality,
 best
 design,
 robust
 performance
 and
 unwavering
 customer
 
confidence,
 loyalty
 and
 love
 of
 its
 products
 and
 services.
 
 
The
 Harley
 Davidson
 brand
 has
 contributed
 to
 the
 success
 of
 the
 company
 by
 
making
 strong
 market
 recognition
 and
 a
 loyal
 customer
 base.
 The
 company
 reported
 
strong
 operational
 efficiency
 with
 decreased
 cost
 and
 increased
 margins
 in
 2012.
 Harley
 
Davidson’s
 revenue
 stood
 at
 $5,584.51m,
 showing
 an
 increase
 of
 5.3%
 over
 $5,321.71m
 in
 
2011.
 Its
 operating
 income
 increased
 to
 $1001.18m
 in
 2012,
 indicating
 21.5%
 growth
 over
 
$829.97m
 in
 2011.
 The
 company
 reported
 increased
 operating
 margin
 of
 17.93%
 in
 2012,
 
as
 compared
 to
 15.64%
 in
 2011.
 The
 operating
 margin
 has
 increased
 229
 basis
 points
 
(bps)
 over
 2011
 which
 may
 indicate
 management's
 high
 focus
 on
 improving
 profitability.
 
The
 increased
 operating
 margin
 may
 show
 good
 cost
 management
 or
 a
 good
 pricing
 
strategy
 by
 the
 company.
 On
 the
 other
 hand,
 the
 company
 lowered
 its
 operating
 cost
 as
 the
 
percentage
 of
 sales
 to
 82.07%
 in
 2012
 from
 84.37%
 in
 2011.
 Decreasing
 the

Cited:  Mar.
 2014.
 Mar.
 2014.
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