Harley Davidson faces off competition from four globally known and well established companies. These are Honda, Suzuki, Yamaha and BMW Motorcycle.
1. BMW Motorcycle
BMW has been in operation since 1922 and has grown into a global corporate giant. With a strong focus on automobile and motorcycle markets, BMW functions with over 100,000 employees around the world and it's headquarter in Munich, Germany (Data Monitor, 2009). BMW holds considerable dominance in the European Market and offers consumers with a wide array of automotive products and services including insurance, reinsurance and consultation services for information technology. BMW is Harley Davidson's most significant competitor since both companies are fairly similar in terms of their brand image (Knol, 2008). Both BMW and Harley Davidson engage in intensive competition in terms of their marketing strategies and BMW continues to fashion its marketing strategies to appeal to customers currently loyal to Harley Davidson.
The Suzuki Motor Corporation is a Japan based company with a human capital of over 14,200 and operations in Asia, America, North America, Japan and Europe. It manufactures and sells motorcycles such as those made for super sport, street, cruiser, off-road, motocross and dual purpose motorcycles amongst others (Data Monitor, 2010). Much like Honda, Suzuki has thrived on account of its strong Research & Development department. Suzuki holds a strong foothold in the Asian market with its economy class products designed for developing and underdeveloped economies in particular.
Japan based Yamaha Motor operates in Europe, Asia, the Americas and Oceania with a human capital of over 49,700 (Yahoo! Finance, 2010). Under its motorcycle segment, Yamaha Motor carries out manufacturing and sales activities for scooters, trail bikes, motor crossers, road racers, sports bikes and electro hybrid cycles amongst others. The company was founded in the mid 1950s and has since then grown into numerous industries including engines, unmanned helicopters, swimming pools, fishing boats and snow mobiles amongst many others. Yamaha Motor, when considered for its competitive relevance with regard to Harley Davidson, Yamaha Motor represents a strong competitive force as a supplier of parts to other automotive manufacturers in the industry.
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