Internal Analysis and SWOT of Harley Davidson

Internal Analysis and SWOT of Harley Davidson

Introduction

SWOT analysis is a tool which formulates an essential source of information and data of the company. This analysis examines the organizations key business structures and its operations. As such the analysis provides valuable and insightful assessments of the organizations strategy and its main revenue lines (Marketingteacher, 2011).

The primary aim of this paper is to analyze the company, Harley Davidson. The analysis would present primary strengths of the concerned organization. These strengths are critical factors that would potentially assist the organization in moving forward in the competitive motorcycle manufacturing and sales environment. Furthermore the research report would also describe some of the primary weaknesses that are likely to have the greatest impact for Harley Davidson. These weaknesses would be a great tool to offer insights on the problems in the current value chain and internal processes of Harley Davidson. Moreover, these insights are a great stepping stone towards identifying, designing and implementing programs to overcome these intrinsic weaknesses in the internal environment of Harley Davidson.

Discussion

Harley Davidson is one of the premier automobile manufacturers of the world. The company produces a diverse range of motorcycle products, accessories, apparels and spare parts. The company is divisional into two business units. This includes a division that manages the motorcycle categories and its associated products. The second division is concerned with financial services product. The focus of the paper would be centered on the motorcycle producing and selling division of the automobile manufacturer. The company is headquartered in the state of Wisconsin, in the city of Milwaukee. The company is more than 100 years old and currently has a staff of slightly less than 8000 employees (HD Official, 2013).

Changes in the dynamics of the PESTEL factors in the company's external environment expose the organization to certain threats as well as opportunities for growth. It is the aim of every corporation to continue to be competitive and be able to continue to meet its mission.  For that to be made possible it is necessary to find means and methods to moderate the threat factors by using the strengths of the company. Moreover, the company can leverage its internal value chain to take advantage of the many opportunities that comes along due to changes in the technological, political, economical, social, environmental and legal factors that shape the external dynamics the firm operates in (WVU, 2011). This holds true for a firm such as Harley Davidson. Some of the opportunities that Harley Davidson can leverage to gain sustainable growth include:

Opportunities

Changes in real personal income of the population in the developed countries

Growth of the share of the population with higher purchasing power

Reduction in interest rates in economies to foster growth and inflation

Raise capital from financial markets through debt with lower interest rates

Emerging markets such as the BRIC economies i.e. Brazil, Russia, India and China provide opportunities to expand into these global markets

Expansion in its product lines and service features

Expanding demographics globally (Virupil, 2011)

Some of the threats ...