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Market Entry Strategies Case Studies »  Harley-Davidson: Market Entry Strategies in India
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.
 
AUTHOR(S) Anita. M, Doris Rajakumari John
INDUSTRY Motorcycle
AVAILABLE AT www.ibscdc.org www.ecch.com
REFERENCE NO. MES0085C
YEAR OF PUBLICATION 2008
TEACHING NOTE Available
STRUCTURED ASSIGNMENT Available
KEYWORDS
Harley- Davidson; Motorcycle Industry in India; Cult Brand; Market Entry Strategies Case Study; Consumer Behaviour; Business Strategy; Developing Economy; Business Environment; Localisation Strategies
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