harley davidson

1. QSPM MATRiX
Key Factors Weight As Tas As Tas
External
Oppornuties
- Double digit growth in selling in international
market because of opening new dealers.
0.08 2 0,16 4 0,32
- Harley Davidson is major US maker of
motorcycles and the nation's number one seller
of heavyweight motorcycles.
0,12 3 0,36 3 0,36
- Harley owned Buell Motorcycle Company,
Cagiva and MV Agusta in 2008.
0,23 2 0,46
- The world demand for Harley Davidson is the
highest and reprensents the largest motorcycle
market in the world.
0,10 2 0,20 3 0,30
- The international market is growing and is
larger than the US market.
0,09
- Women and younger riders are increasing and
becoming interested in HD's bikes.
- Harley Davidson continuously improve its
good relationship with stakeholders.
Threats
- Harley's motorcycle models are more
insufficient than their rivals.
0,14 2 0,28 2 0,28
- Some competitors of Harley Davidson have
larger financial and marketing resources.
0,12 1 0,12
- Environmental protection laws in the world (
noise, eshaustfumes etc..).
0,11 1 0,11
- Buell firm needs to continue to produce quality
motorcycle for Harley's brand name.
0,10
- Rising fuell pricec such as; Turkey, Norway,
Holland
- Increasing tariffs in countries affect Harley
Davidson negatively.
- There are more differences in level of
disposable income in some regions or countries.
Internal
Strengths
- Harley Davidson has strong sale distirbutions. 0,11 2 0,22
- HOG (Harley Owner Group) does a lot of
activities and each customer which buy a Harley
is in HOG.
0,13
- Customer loyalty is very high because of good
customer service.
0,08
- HDFS provides insurance and insurance
related programs primarly for HD motor
company.
0,14 1 0,14 2 0,28
- Enlisted in Fortune 500 as 458th.

2. - HD has a strong brand and is well established
in the consumer’s mind with the image of
freedom.
- Custom Motorcycles is a significant amount of
revenue for Harley Davidson.
Weakness
- HD models are expensive such as motor prices,
spare parts.
0,14
- HD loss its market share especially in the
European market.
0,05 2 0,10
- HD marketing techniques are more poor than
Yamaha and Honda marketing techniques in the
international market.
0,12
- Many peope think that HD drivers are
hooligans. People are afraid of them.
0,14 2 0,28
- HD is under the electricity motor technology.
- In some countries there is no respect to
motorcycle drivers.
- HD focuses on specific customers.
Total 1,85 2,03