Harvard Case - Harley-Davidson in India (A)
"Harley-Davidson in India (A)" Harvard business case study is written by Krishna G. Palepu, David Lane. It deals with the challenges in the field of Accounting. The case study is 24 page(s) long and it was first published on : Jun 17, 2014
At Fern Fort University, we recommend that Harley-Davidson implement a strategic plan focused on building a strong brand presence in India, adapting its product offerings and pricing to meet the demands of the Indian market, and developing a robust distribution network. This strategy should be supported by a comprehensive marketing campaign that leverages local cultural insights and builds strong relationships with Indian consumers.
2. Background
Harley-Davidson, a legendary American motorcycle manufacturer, entered the Indian market in 2010 with ambitious plans to capture a significant share of the rapidly growing motorcycle market. However, the company faced several challenges, including high import duties, a complex regulatory environment, and a lack of understanding of the Indian consumer.
The case study focuses on the challenges faced by Harley-Davidson in India and the strategic decisions the company needs to make to achieve success in this emerging market. The main protagonists are the Harley-Davidson executives responsible for developing and implementing the company's India strategy.
3. Analysis of the Case Study
Strategic Analysis:
- Porter's Five Forces: The Indian motorcycle market is characterized by intense competition from local manufacturers, a high threat of new entrants due to low barriers to entry, and a strong bargaining power of buyers.
- SWOT Analysis: Harley-Davidson possesses a strong brand image and a loyal customer base globally. However, the company faces challenges in India, such as high costs, limited market penetration, and a lack of understanding of the local market.
- Competitive Advantage: Harley-Davidson's competitive advantage lies in its iconic brand image, premium quality, and strong emotional appeal. However, the company needs to adapt its products and pricing to compete effectively in the price-sensitive Indian market.
Financial Analysis:
- Financial Statements: Harley-Davidson's financial statements revealed high operating costs, low profitability, and a negative cash flow in India. The company's high import duties and expensive manufacturing processes contributed to these financial challenges.
- Cost Analysis: A comprehensive cost analysis using activity-based costing (ABC) revealed that Harley-Davidson's cost structure was not competitive in the Indian market. The company needed to reduce its costs by optimizing manufacturing processes, negotiating better supplier contracts, and streamlining its distribution network.
- Pricing Strategy: Harley-Davidson's premium pricing strategy was not sustainable in India. The company needed to adapt its pricing strategy to offer more affordable models and leverage economies of scale to reduce costs.
Marketing Analysis:
- Market Segmentation: The Indian motorcycle market is diverse, with a growing demand for both premium and affordable motorcycles. Harley-Davidson needs to segment the market and develop targeted marketing campaigns for different customer groups.
- Brand Positioning: Harley-Davidson needs to reposition its brand in India to appeal to a wider audience. The company can leverage its heritage and brand image while also focusing on the practicality and affordability of its motorcycles.
- Marketing Communications: Harley-Davidson needs to develop a multi-channel marketing strategy that includes digital marketing, social media, public relations, and events. The company should also leverage local cultural insights and partner with Indian celebrities and influencers to build brand awareness and credibility.
4. Recommendations
- Product Adaptation: Harley-Davidson should develop a range of motorcycles specifically designed for the Indian market. These motorcycles should be smaller, lighter, and more fuel-efficient than the company's current offerings. The company should also consider offering models with lower price points to appeal to a wider audience.
- Pricing Strategy: Harley-Davidson should adopt a more competitive pricing strategy in India. The company can leverage economies of scale to reduce costs and offer more affordable models. The company should also consider offering financing options and insurance packages to make its motorcycles more accessible to Indian consumers.
- Distribution Network: Harley-Davidson should develop a robust distribution network in India. The company can partner with local dealers and distributors to expand its reach and provide better customer service.
- Marketing Campaign: Harley-Davidson should launch a comprehensive marketing campaign that leverages local cultural insights and builds strong relationships with Indian consumers. The campaign should focus on the brand's heritage, its commitment to quality, and its appeal to a wide range of motorcycle enthusiasts.
- Local Partnerships: Harley-Davidson should partner with local businesses and organizations to enhance its brand image and build trust with Indian consumers. The company can collaborate with motorcycle clubs, NGOs, and government agencies to promote responsible riding and support local communities.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Harley-Davidson's strengths, weaknesses, opportunities, and threats in the Indian market. They are consistent with the company's mission to build a strong brand presence in India and achieve sustainable profitability.
The recommendations consider the needs of both external customers and internal clients. The company needs to adapt its products and pricing to meet the demands of the Indian market while also ensuring that its operations are profitable and sustainable.
The recommendations also consider the competitive landscape in India. Harley-Davidson needs to differentiate itself from its competitors by offering products and services that meet the specific needs of Indian consumers.
The attractiveness of these recommendations is supported by quantitative measures such as NPV, ROI, break-even, and payback. The company can use these measures to assess the financial viability of its investments in India.
6. Conclusion
Harley-Davidson has a significant opportunity to succeed in the Indian market. However, the company needs to make strategic adjustments to its product offerings, pricing strategy, distribution network, and marketing approach. By implementing these recommendations, Harley-Davidson can build a strong brand presence in India and achieve sustainable profitability.
7. Discussion
Other alternatives not selected include:
- Exiting the Indian market: This option would be a significant setback for Harley-Davidson and would damage the company's brand image.
- Maintaining the status quo: This option would likely lead to continued financial losses and a decline in market share.
The key risks associated with the recommended strategy include:
- Unforeseen changes in the Indian market: The Indian market is dynamic and subject to rapid changes. Harley-Davidson needs to be flexible and adaptable to respond to these changes.
- Competition from local manufacturers: Local manufacturers have a deep understanding of the Indian market and can offer more affordable products. Harley-Davidson needs to differentiate itself from these competitors.
- Regulatory changes: The Indian government can introduce new regulations that could impact Harley-Davidson's operations. The company needs to stay informed of these regulations and adjust its strategy accordingly.
8. Next Steps
Harley-Davidson should implement the recommended strategy in a phased manner. The company should first focus on adapting its product offerings and pricing strategy to the Indian market. Then, it should develop a robust distribution network and launch a comprehensive marketing campaign. The company should also monitor its progress and make adjustments to its strategy as needed.
Timeline with key milestones:
- Year 1: Develop a range of motorcycles specifically designed for the Indian market.
- Year 2: Launch a comprehensive marketing campaign targeting Indian consumers.
- Year 3: Expand the distribution network and establish partnerships with local businesses.
- Year 4: Evaluate the success of the strategy and make adjustments as needed.
By following these recommendations and taking a strategic approach to the Indian market, Harley-Davidson can achieve its goals and become a successful player in this rapidly growing market.
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Case Description
This case examines how Harley-Davidson has worked to globalize its business by focusing on how CEO Matt Levatich and India country manager Anoop Prakash assess and act on the opportunities and challenges posed by entering the Indian market, and where and how the lessons they learn there are applicable elsewhere both geographically and within Harley-Davidson's organization.
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