TABLE OF CONTENTS EXECUTIVE SUMMARY................................................... 3 INTRODUCTION...............................................................4 COMPETITIVE POSITION................................................ 5 COMPETITIVE ISSUES......................................................8 STRATEGIC OPTIONS......................................................11 STRATEGIC RECOMMENDATIONS....................................12 IMPLEMENTATION ISSUES AND CONCLUSION..................15 REFERENCES.................................................................. 17 yEXECUTIVE SUMMARY z The Harley-Davidson is one of the most famous and successful motorcycle manufactures in the USA market. With its growing presence in the European market, the company can find a lot of valuable opportunities. By using Five-Forces Model and SWOT Matrix, this essay is going to analyze the whole European motorcycle market and the …
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showed last 75 words of 3237 total
…Phillip. Marketing Management, Prentice Hall, p218 7.Marcial, Gene G. "Harley Could do a Wheelie." Business Week 2001 p.18 8.Overseas 2002, Yamaha Motor Co., Ltd, June 2002 p.16 9.Sullivan, Missy. "High-Octane Hog." Forbes 168 (2001): p9 10.Thorton, Emily, Kerwin, Kathleen, Naughton, Keith. "Honda: Can the Company Go It alone?" Businessweek Online. July 5, 1999 [http://www.businessweek.com:/1999/99_27/b3636007.htm] Retrieved 16/09/2003 11."Yamaha Road Star - Leader of the Pack." North Jersey Power Sport News, Nov, 2000. [http://powersport.doingbiz.net/northjersey/200011/index.html] Retrieved 17/09/2003