External Analysis of Harley Davidson Inc

1.The international heavy weight market is growing and is now larger than the U. S. heavyweight market
2.The European demand for Harley Davidson is the highest in the international market and represents the single largest motorcycle market in the world.
3.Interest rates are at historical lows.
4.Women and younger riders are increasing becoming interested in bikes.
5.Alliances with Ford Motor Company or other automobile manufacturers are possible.
6.Industry registrations of domestic heavyweight motorcycles are increasing.
7.Market share increasing in Europe and Asia for the last two years.
8.Increasing demand in US markets for bikes.
9.Customers value quality parts.


1.Harley’s ongoing capacity restraints caused a shortage supply and a  loss in domestic market share in recent years.
2.Harley’s average buying age is 42 years old and increasing.
3.The European Union’s motorcycles noise standards are more   stringent than those of Environmental Protection Agencies in the U.S and increased environmental stand.
4.Some competitors of Harley Davidson have larger financial and  marketing resources and they are more diversified.
5.Environmental protection laws.
6.Shifts in buyers needs and tastes.
7.Customer loyalty in European and Asian Countries.
8.Costs could become expensive from international importing.
9,The Buell division needs to continue to produce a quality motorcycle under Harley’s brand name.


EFE Matrix for Harley Davidson Inc



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