Brief Information of Company (Harley Owners Group) H.O.G. was established by Harley-Davidson in 1983 in response to a growing desire by Harley-Davidson owners and riders for an organized way to share their passion and show their pride (Harley-Davidson.com)
CURRENT VISION We fulfil dreams inspired by many roads of world by providing extra ordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality CURRENT MISSION We ride our customers and apply this deep connection in every market we serve to create superior value for all of our stake holders
Brand Extensions Merchandise Helmet Boats Clothes (Jackets ) Mugs Collectibles. Lighter Watch Beer Bars
Current Scenario in INDIA Manufacturing Plant :- Rewari in Khushkera (Rajisthan) Assembly plant Import duties reduced to 30% Headquarters :- Gurgaon Haryana Founded :- 2009 9 outlets
H-D s problems for India H-D is likely to face mechanical problems which would require careful maintenance Major problem can be fuel efficiency as Indian customers are mileage conscious. Records in Europe say that it has not done well on curve roads Major constraint will be competition from Yamaha, Honda and Suzuki Very high price also hinders sales- the cheapest H-D costs 0.4 million in India- cost of two Maruti 800 cars. Competitor Royal Enfield bike is not that expensive. Its costliest bike is of Rs 2,00,000 Competitor Honda would do well because it has a wide network of dealers and an on-going business would also sell high end bikes in good numbers
INTERNAL AND EXTERNAL ANALYSIS
SWOT MATRIX Strong market position Brand image STRENGTH Offer customers to customize their bikes Strong marketing department Proven product quality Declining financial performance Poor credit rating Difficulty to attract and retain employees High price WEAKNESS THREATS Increase in oil price Increasing competition International import tax Increase in labour cost OPPORTUNITY Younger riders are getting interested Asian economy is booming Increasing demands of bikes Alliance with others is possible
TOWS MATRIX
PORTER S FIVE FORCES MODEL
PORTER Five Forces Analysis Forces Internal Rivalry Strategic Significance LOW-MODERATE Threat of New Entrants Threat of Substitutes Products Bargaining Power of Buyers LOW LOW-MODERATE LOW Bargaining Power of Supplier HIGH
STRATERGIES USED Quality Lead Generation: Engage the prospective customers at places they are likely to visit: Auto-Expo, Yacht Clubs, Golf Clubs, Hard Rock Café s and then collect contact information there. Hospitality Segment: Hoteliers, Resort owners in tourist destinations are always looking to add new luxury items into their fleet for their clients to indulge into leisure.
Contd. Loyal Biking Community: One must drive lessons from social networking websites. Invites for friends, recommend Harley Experience to a friend. Festive season: Harley Davidson can organize parties that leave an impression on the attendees. Few of these attendees will certainly be induced into buying a Harley if they are made to engage with the Brand while attending these parties.
Events
Conclusion Harley- Davidson have to change Indian culture and helped the future of motorized vehicles. Must implement latest technology & facilities. Loyal customers are not sufficient for company to survive. it s a journey but not a destination
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