Case study on harley davidson by josef schinwald

Internal Analysis Financial Analysis Harley-Davidson’s financials are a key component on internally analyzing Harley-Davidson and how well they are performing by comparing them against major rivals.

By adopting a focused differentiation strategy, the company was able to command a premium for its products. The case highlights the key problems faced by the company which include plummeting sales due to the global economic recession and the changing demographics of its purchasers.

This case study is about the competitive strategy of US-based iconic motorcycle maker Harley-Davidson Inc. (Harley). Harley was the world's leading designer and manufacturer of heavyweight motorcycles with over a 50% market share. Harley bikes were known for their distinctive design and heavy customization.

Challenges include difficulties getting motorcycle license plates and “PNC regulations ban motorcycles in many city centers and on elevated motorways” (Luk, Joseph). Also, a compulsory scrap policy requires all bikes be scrapped after 11 years.