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분야
pptx2.History
3.Organization
4.Symptoms
5.Internal Analysis-Resources & Capabilities
6.External Analysis-Porter’s 5 forces
7.SWOT Analysis
8.Recommendation
Possesses 2 divisions: Motorcycles & related products and Financial Services
The only major American heavyweight motorcycle manufacturer
Strong brand recognition and customer loyalty.
The H.O.G (Harley-Davidson Owners Group)
Wide marketing and distribution channel
WEAKNESS
High price
Has problems in gaining more market share in some European countries, one of the main markets for Heavyweight motorcycles outside U.S
Weakening financial performance and management of cash
Narrow product line: sold brands for sport bike
OPPORTUNITY
Women and younger riders are increasingly becoming interested in bikes
Fast growing Latino population.
Global demand for heavy weight motorcycles.
Technological developments can reduce costs.
