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 …showed first 75 words of 3237 total…

…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