Business Case Studies, Market Entry Strategies Case Study, Harley-Davidson, Foray in China

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Market Entry Strategies Case Study

Case Title:

Harley-Davidsonís Foray in China

Publication Year : 2006

Authors: Supriyo Bose, Kumar Satyaki Ray

Industry: Automobiles

Region:China US

Case Code: MES0054K

Teaching Note: Not Available

Structured Assignment: Not Available

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In the first half of 2006, Harley-Davidson (H-D), an icon of the motorcycle industry, decided to set up its first outlet in China, one of the largest manufacturers in the world. With this decision, H-D aimed to establish its presence in the country, amidst various tariff and non-tariff barriers. The advent of the dealership was also set to discourage illicit smuggling of bikes and protect the brand identity of the products from piracy.

The case, while providing an overview of the Chinese motorcycle industry and its various roadblocks, discusses the entry strategies of H-D.

Pedagogical Objectives:

  • To understand the competitive forces in the Chinese motorcycle industry
  • To discuss the various tariff, non-tariff and other government restrictions that reduced foreign competition in China
  • To discuss the entry strategy of Harley-Davidson in the Chinese market
  • To critically analyse the effects of piracy and counterfeit goods on Harley-Davidsonís brand image and its strategy to counter it
  • To discuss the impact of WTO on the Chinese motorcycle industry.

Keywords : Harley-Davidson; China; Motorcycle; Harley Owner's Group (HOG); China's motorcycle industry; Market Entry Strategies Case Study; Tariff and non-tariff barriers; Piracy; World Trade Organisation (WTO); Entry Strategy; Zongshen Motorcycle Group; Beijing Feng Huo Lun; Lifestyle statement; Vehicular restrictions; David Foley

Contents : 
Harley-Davidson Ė The Motorcycle Icon
Chinaís Motorcycle Industry
Roadblocks In China
Harley-Davidsonís Entry Strategy
H-Dís Net Income Chart
Chinaís Motorisation Growth

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