5%; 2003: 49.5%
Honda - 2001: 20.5%, 2002: 19.8%; 2003: 18.4%
Suzuki - 2001: 10.8%; 2002: 9.6%; 2003: 9.8%
Yamaha - 2001: 7.9%; 2002: 8.9%; 2003: 8.5%
Net revenues motorcycles in major markets
United States - 2002: $3,416,432; 2003: $3,307,707
Europe - 2002: $337,463; 2003: $419,052
Japan - 2002: $143,298; 2003: $173,547
Canada - 2002: $121,257; 2003: $134,319
Competitive Categories
Performance
Styling
Breadth of product line
Image and reputation
Quality of after-the-sale service
Price
Internal Analysis
As the external analysis clearly reveals, the Harley Davidson Company remains the top competitor in the motorcycle industry, since its inception in 1903. Harley Davidson has several strengths in its favor, as the company continues to increase profits and revenue, and has a positive outlook for its future. The company's main strengths are its continuous improvement, employee motivation and involvement, and key management strategy regarding the company's operations. One area of improvement is that the company focuses on their long-term issues, rather than a short vision. In 1985, the company was restructured according to Japanese-derived management principles that consisted of new marketing strategies and new manufacturing techniques. The company also motivates employees by including them on the management decisions, and instill values such as truthfulness, respect for individuals, and the stimulation of intellectual curiosity. Management in turn passes these values down through the products, workers, and financial success. Management is able to keep a firm grasp on the company's operations, and can consistently build improvement.
Harley Davidson's weaknesses consist of its main focus on luxury, high-end products, and the fact that the vast majority of its market share consists of the United States. These are weaknesses because this keeps the company so specialized that it can be driven out of other markets, such as cheaper bikes for use in urban or developing countries. However, this weakness can also be viewed as a strength because Harley Davidson is manufacturing high-end, expensive products for those consumers that can afford such products. The same type of sales for cheaper products in developing countries where consumers do not have the spending...
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