Harley Davidson's Marketing Strategies
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Place yourself in the role of a market manager at Harley Davidson.
Your company, Harley-Davidson, has chosen to compete in various country markets in Europe and Asia using an export strategy. Read the sections of its latest annual reports from 2009 and 2010 at www.harley-davidson.com related to its international operations. Why does it seem that the company has avoided developing production facilities outside the United States?
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Solution Summary
This solution analyzed the reason why Harley Davidson focuses on export strategies in Europe and Asia while maintaining its production facilities only in the United States.
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Harley-Davidson is not keen on setting up production facilities abroad but is maintaining only "dealership in more than 70 countries" (HD 2009 Annual Report). The same report also said that the company will "add 100 to 150 dealer points through 2014, and in the same period, increase international retail unit sales to more than 40 percent of total retail unit sales, up from about 33 percent in 2009".
In its Annual Report the following year (2010), Harley-Davidson reiterated its gains through dealership overseas to quote, "international retail Harley-Davidson ...
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