External AnalysisStrengths Customer Loyalty and Following Very HighProduct Demand Profitable Product Line and Market Mix Highest MarketShare for Motorcycles over 750cc in the United States Union Contract Thatis beneficial to both the Firm and the Employees Significant opportunitiesin the growing worldwide motorcycle market A proven management team that’scommitted to build a beneficial relationship with all of the stakeholders forthe long term Increased capacity with the construction of new plant anddistribution centerWeaknesses Inefficiency due to Large Production LevelMore Demand than Supply Lower Than expected Sales in Motor Clothes Lingeringbiker imageMARKETING PLAN OBJECTIVESHarley-Davidson, Inc. is an action-oriented,international company-a leader in its commitment to continuously improve thequalityof mutually beneficial relationships with stakeholders (customers, dealers,employees, suppliers, investors, governmentsand society). Harley-Davidsonbelieves the key to success is to balance stakeholders' interests through theempowerment of all employees to focus on value-added activities. This valueadded mentality helps us to improve our product quality. It important to usto offer the highest quality product possible.In addition to quality wehave also been focusing on service. Many of our dealers are continuing to makemajor investments in the future growth of their businesses-such as convertingtheir dealerships into world-class retail sales establishments through ourDesigner Store program, building larger dealerships, expanding their existingservice areas or opening alternate 'satellite" stores in high traffic areas.Both we and our dealers are investing in training and education, to betterserve the motorcycling community. We will also be focusing more stronglythan ever before on new product development. With worldwide motorcycle marketgrowth expected to continue, we're dedicated to maintaining leadership in ourtraditional motorcy...
