Analysis of the External Environment of Harley Davidson in the UK - Essay Example

Harley Davidson is determined as one of the top American motorbike manufacturers since World War I and the early 20th century. It is a brand that has remained a trademark in the motorbike industry. Overall Harley Davidson has been a symbol of class; it has been a symbol of style, design, and uniqueness which have always caught Harley lovers and anticipators (Leffingwell, 2003). Meanwhile, the company owns a remarkable place in the heavyweight motorbikes section, especially in cruisers, 500ccs and late 700ccs time after time and trend after trend. This is how the company went on with its journey of success and accomplishment (Dregni, 2010).
Today Harley Davidson specializes in 21st-century motorbikes. It specializes in motorbikes that have design, style, quality, and performance altogether. By manufacturing such figurative motorbikes, Harley Davidson addresses the need of the modern-day customer, which places the company to respect, value, and recognition throughout the world (Qumer, 2012).


Goals for the Marketing Plan
Harley Davidson expanding on the UK market aims to achieve certain goals and objectives from the market. Here are those goals which Harley Davidson will accomplish in the new UK market:
• To enter the market with Harley Davidson’s original iconic image and upstanding.
• To enter the market with ideal product differentiation and marketing mix.
• To establish Harley Davidson's name and recognition in the UK market for the next three years period.
• To bring customer loyalty to Harley Davidson’s products for the longer aspect of time.
PART 1 MARKET ANALYSIS
PESTLE (Analysis of the External Environment)
This section will identify the opportunities and threats for the UK market. It will highlight the outer business environment in which Harley Davidson will function for the next three years period (Cheverton, 2005).
Political
The UK falls in the Westminster system- a system of strong democratic control with the assurance of law and constitutional supremacy (BBC, 2011).