Harley Davidson SWOT Analysis, USP & Competitors

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SWOT Analysis of Harley Davidson with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Brand Name

Harley Davidson

Parent Company

Harley Davidson

Category

Motorcycles

Sector

Two-wheeler

Tagline/ Slogan

Escape; Respect; Life is a highway; Cage Free Humans

USP

Most popular branded Cruiser bike

STP

Segment

Men who want to go for long bike rides

Target Group

Upper middle and upper class men

Positioning

A bike for the men who want to have respect in life and on the road

SWOT

Strengths

1. Innovation
2.Strong brand equity and brand loyalty
3.Strong financial position
4.High quality product
5.Use of Social Media
6. Merchandising
7.Good product range

Weaknesses

1. Expensive
2.Not diversified
3. Limited customer base

Opportunities

1. Emerging markets and expansion abroad
2.Product and services expansion
3.Expanding demographics

Threats

1.Competition
2.External changes (government, politics, taxes, etc)
3.Lower cost competitors or imports
4.Product substitution

Competition

Competitors

1.Royal Enfield
2.Suzuki Boulevard



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