Paper Summary:

The paper discusses the strengths, weaknesses, opportunities and threats of Harley-Davidson Motorcycles. These attributes are first discussed textually and then graphically illustrated in factor evaluation matrices. Finally, these issues are assembled in a table for composite viewing. The paper notes that Harley Davidson is intent on growing organically but risks sacrificing its brand equity to do so.

From the Paper:

"The existing vision at Harley-Davidson, first enunciated in 2004, is to develop a sound policy of sustainable growth in the long-term and its mission is to develop a balance between supply and demand in the market. In order to adhere to these vision and mission imperatives, Harley-Davidson has articulated a strategy based on the following objectives: establish core growth rates year on year of between 7-9%, increase revenue from the Parts & Accessories division and ship no less than 339,000 units worldwide yearly. (We, 2004). Opportunities and Threats: Harley-Davidson actually has more success selling its higher end products than its low-end products. Harley-Davidson can therefore target its high-end, high-margin products for additional advertising and marketing."

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