Harley-Davidson’s Business Strategy
Harley-Davidson generates 88 percent of its revenues from a single business area, the Motorcycles and Related Products, making it a low-diversification strategy. From its emphasis on quality and customer experience, it appears to be using a focused differentiation strategy, targeting a narrow market of high-end customers who are willing to pay a premium price for its products (Hitt, Ireland, & Hoshisson, 2015). By targeting exclusively on the heavyweight motorcycle segment and concentrating on mini niches such as customized, touring, and standard motorcycles in the heavyweight division, the company gains a competitive edge through being unique in its industry (“Harley-Davidson's focus strategy,” 2012).
Generic competitive strategy. Harley-Davidson’s generic competitive strategy reflects unique product features as a main …show more content…
According to Gaille (2015), riding a bike to experience it first-hand speaks a million words. Harley Davidson provided opportunities for a 15-mile test ride and focused their message on the customer passion rather than bike itself. The distinct sound of the bike and riding one becomes the Americana experience itself (Gaille, 2015). Bringing the experience to a new height is the domestic partnership between EagleRider, the world’s largest motorcycle rental and travel company, and three Orlando Harley-Davidson dealerships, making it easier for more riders to experience the thrill of riding the latest Harley-Davidson Touring and Cruiser motorcycles (“EagleRider”, 2017). The offerings include motorcycle rentals, tours, and membership experiences to the residents and visitors to Orlando and enable riders to explore America in an authentic way on an iconic Harley-Davidson motorcycle (“EagleRider”,
Harley-Davidson generates 88 percent of its revenues from a single business area, the Motorcycles and Related Products, making it a low-diversification strategy. From its emphasis on quality and customer experience, it appears to be using a focused differentiation strategy, targeting a narrow market of high-end customers who are willing to pay a premium price for its products (Hitt, Ireland, & Hoshisson, 2015). By targeting exclusively on the heavyweight motorcycle segment and concentrating on mini niches such as customized, touring, and standard motorcycles in the heavyweight division, the company gains a competitive edge through being unique in its industry (“Harley-Davidson's focus strategy,” 2012).
Generic competitive strategy. Harley-Davidson’s generic competitive strategy reflects unique product features as a main …show more content…
According to Gaille (2015), riding a bike to experience it first-hand speaks a million words. Harley Davidson provided opportunities for a 15-mile test ride and focused their message on the customer passion rather than bike itself. The distinct sound of the bike and riding one becomes the Americana experience itself (Gaille, 2015). Bringing the experience to a new height is the domestic partnership between EagleRider, the world’s largest motorcycle rental and travel company, and three Orlando Harley-Davidson dealerships, making it easier for more riders to experience the thrill of riding the latest Harley-Davidson Touring and Cruiser motorcycles (“EagleRider”, 2017). The offerings include motorcycle rentals, tours, and membership experiences to the residents and visitors to Orlando and enable riders to explore America in an authentic way on an iconic Harley-Davidson motorcycle (“EagleRider”,