Sample Essay On Strategic Management: Internal Analysis And SWOT

Introduction

First of all, it is essential to refer to the fact that the Harley-Davidson, which is also referred as HOG (Harley Owners Group) – by the New York Stock Exchange, is a business entity, which is famous for its motorcycles. It manufactures accessories, general merchandise and motorcycle parts, and on wholesale basis (Global Data, 2012). In addition, it is considered by the marketers that the image and spirit of America is reflected in its brand. This business entity was established in the beginning of the 20th century and that is why one of additional features of this organization is the fact that it has survived in the timeframe of the Great Depression. The segment of market, which is occupied by the firm us heavyweight motorcycles, which are designed especially for cruising.

STRENGTHS:

Possessing the market share of 70% in the market of heavy weight motorcycle;
This business entity operates in two major directions: producing the motorcycles and provision of the financial services;
This brand for the heavy weight motorcycle is the unique on in US;
Having a strong brand name, which is properly established in the consumer’s mind (both in US and in foreign countries around the globe) and is mainly associated with the image of ‘freedom & strength;

The major part of the revenue of this organization is mad by the customization of the motorcycles;

Harley-Davidson has established the strong relationship with their suppliers; this fact has assisted the top management of this business entity with an option of reaching the work integrity and cost effectiveness, while keeping the high rate of quality;

Harley-Davidson has set the long-lasting, strong and friendly interrelations with the employees;

The Breast Cancer Network of Strength and Muscular Dystrophy Association are supported by this organization;
Harley-Davidson has developed the strong distribution and marketing channel within U.S;
This business entity is include into the list of the Fortune 500;
One of the major strength of this business entity is the customer loyalty, because the purchase of the bike means bandanas, jacket and other equipment to be integrated into the set (Harley-Davidson, 2012)

WEAKNESSES:

The bikes are expensive;
There is a trend of continuous loss of the market share in the international markets because of the high competition rates;

Poor techniques of PR and marketing, which are not directed for the new consumers attraction on the foreign markets;

OPPORTUNITIES
Harley Davidson bikes are highly demanded in Europe;
Existence of the untapped and big Indian market for motorcycle;
There is a trend of representation of the high rates of inclination towards riding bikes by teenagers and women;
Existence of a large international market for bikes (Global Data, 2012)
THREATS:
Recently, the loss was anticipated by the shortage of supply as well as capacity restraints;
Dependent on old white males (Taylor, 2012)
The average age of the individual, who are ready to purchase the bike is 42 and more.
Increased regulations in terms of environmental protection;
The innovative marketing approaches are used by the competitor of Harley in terms of distributing and promoting their product lines; this threat has the potential of shifting the risk factor because of the diversified product line, available on the market;
Because of the low manufacturing cost for a motor bike, integrated with the high profit margin, additional competitors emerge on the market and this trend in particularly inherent for those business entities, which are already in the market, but are mainly working on the automobiles’ manufacturing (Marketingteacher.com, 2011)

References

Global Data (2012) Harley-Davidson, Inc. – Financial and Strategic Analysis Review. Retrieved from: http://callisto.ggsrv.com/imgsrv/Fetch?banner=4d609cd7&digest=27b6b6d33026b58ef227e0025dda7d42&contentSet=SWOT&recordID=47405_GDAUT29887FSA
Harley-Davidson (2012) About Harley-Davidson. Retrieved from: http://www.harley-davidson.com/content/h-d/en_US/company.html
Marketingteacher.com (2011). SWOT Analysis. Retrieved from http://marketingteacher.com/lesson-store/lesson-swot.html
Taylor, A., (2012).  The Hurdles at Harley-Davidson.  CNN Money – Fortune.  Retrieved from:  http://fortune.com/2012/10/03/the-hurdles-at-harley-davidson