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Market Entry Strategies Case Study

Case Title:

Harley-Davidson: Market Entry Strategies in India

Publication Year : 2008

Authors: Anita. M, Doris Rajakumari John

Industry: Automobiles


Case Code: MES0074C

Teaching Note: Available

Structured Assignment: Available

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Global automobile companies have lined up Indian roads taking advantage of the economic prosperity of the country. Harley-Davidson, the most iconic US motorcycle manufacturer is a prospective entrant into the Indian market. Earlier, Harley-Davidson bikes were restrained from entering India due to stringent emission norms and high import duties. The emission norms were relaxed as part of a trade agreement between the US and India on April 13th 2007. However, the large bikes are haunted by high import tariffs in India that double the original price of the bikes. Further Harley-Davidson bikes also face competition from its Japanese counterparts who already have businesses in India. Although the Indian government offers different market entry options for foreign firms, Harley-Davidson has announced that it will enter India only through the import route. How and when Harley-Davidson will enter India is to be seen.

Pedagogical Objectives:

  • To understand the motorcycle market in India
  • To discuss Harley-Davidson's brand identity and its scope in the Indian market
  • To understand different market entry strategies allowed in India
  • To discuss the market entry strategies to be adopted by Harley-Davidson in India.

Keywords : Harley- Davidson; Motorcycle Industry in India; Cult Brand; Market Entry Strategies Case Study; Consumer Behaviour; Business Strategy; Developing Economy; Business Environment; Localisation Strategies

Contents : 
Indian Motorcycle Industry
Domestic Market Share of Automobiles in 2006-2007
Indian Two-Wheelers Production, Domestic Sales and Export Trends
Demand Forecast for Motorcycles and Scooters for 2011-2012
Classification based on Engine Capacity
H-Ds Struggle for Indian Entry
Median Age of Harley-Davidson Buyers
H-Ds Viable Market Entry Strategies in India

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