Harley Davidson SWOT Analysis, USP & Competitors

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

Harley Davidson

Parent Company

Harley Davidson

Category

Motorcycles

Sector

Two-wheeler

Tagline/ Slogan

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

USP

Harley Davidson is the most popular branded cruiser motorcycle with a popular brand legacy

Harley Davidson STP

Segment

Men looking for cruiser bikes and motorcycles

Target Group

Affluent upper middle and upper class men in metros

Positioning

Harley Davidson is a bike for the men who want to have respect in life and on the road

Harley Davidson SWOT

Strengths

1. Harley Davidson is a leader in motorcycle innovation
2. Harley Davidson has a strong brand equity and brand loyalty
3. The company has a strong financial position owing to good sales worldwide 
4. High quality products are manufactured by the company 
5. Social Media, biker groups and merchandising has made Harley Davidson a very popular iconic "cult" brand
6. Good product range offered by the company

7. Harley Davidson is available in more than 60 countries worldwide

8. The brand has excellent marketing and branding across the world

Weaknesses

1. Strong competition from other motorcycle manufacturers means limited market share growth for Harley Davidson

2. The company often faces allegations over polluting the environment

Opportunities

1. Emerging markets and expansion abroad can be a big opportunity for Harley Davidson
2. Product diversification and services expansion can increase its business 
3. Expanding demographics can be a way to expand business

Threats

1.Competition from other manufacturers can affect Harley Davidson's business
2.External changes (government, politics, taxes, etc)
3.Lower cost competitors or imports
4.Product substitution is a threat for Harley Davidson as many motorcycle brands are available

Competition

Competitors

1.Royal Enfield
2.Suzuki Boulevard

3.Yamaha


The table above concludes the Harley Davidson SWOT analysis along with its marketing and brand parameters.

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