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Global Business Plan

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Final Global Business Plan
When the U.S. based Harley-Davidson company considers foreign investment in the South American country Peru it is important to consider several factors that will be critical to its success. Past papers have analyzed the country and the region, the political and economic environment, the opportunities and threats involved in doing business there, and how the company’s strengths support those opportunities and how its weaknesses can be mitigated to minimize the threats. This final analysis will review Harley-Davidson’s marketing approach, financial overview, options for financing the foreign investment, the decentralized nature of the organization and its benefits for global operations, and the companies available exit strategies for a Peruvian operation.
Marketing Mix
Harley-Davidson has chosen the strategic direction of targeting a youth market that is more up to speed with the technologies of today to increase its share in the cruiser market. The average age in Peru is 26.2, and with the introduction of the v-rod motorcycle, Harley-Davidson cut out a sizable share of the cruiser market. That will be the goal of the new market in Peru, with the change being a duel-role product for both off road and street use. To target the younger market by introducing a new product, the company has chosen to concentrate on the following market objectives: market expansion into Peru and product diversification to meet the needs of the customer in their current terrain.
With a projected budget of more than $2 million, it will be important to stay on that target number. The market is holding steady for Harley Davidson with only a slight fluctuation for the month of July. Peru is perfect for expanding the product internationally and much of its success will center on a local factory within the community and production will fast with timely delivery.

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