HARLEY-DAVIDSON AND KODAK

A Midterm Analysis between Two Businesses: Harley-Davidson and Kodak

A Midterm Analysis between Two Businesses: Harley-Davidson and Kodak

Introduction

The purpose of this essay is to shed light on the Kodak and Harley-Davidson in order to identify a problem that is common in the two companies. This discussion will engage in an analysis-driven approach which will lead to the development and explanation of recommendations that can assist the two. This will be followed by the recommendation of alternative recommendations before bringing the discussion to a close with a set of conclusions derived from the understanding developed during the course of the research underlying the paper. The thesis statement for this paper asserts that, Kodak and Harley-Davidson need to engage in aggressive product and market development in order to reclaim the lost market share.

The Business Issue

The problem shared by both the companies is that they have lost their competitive edge in the market. They are no longer capable of capturing and retaining customers since they have been incapable of bringing forth products that are attractive enough for consumers to exercise loyalty. It merits realizing that both brands have a legacy that is still very much alive; however, both brands are far from a position that can be considered adequate. The revenue figures cannot possibly be left out of the equation; and the revenue figures are diminishing at a rapid rate.

Both brands failed to keep up with the rapid pace of globalization and the unpredictable implications of global competition. It would not be incorrect to assume that both brands under-estimated their competition and incorrectly read consumer demand trends. In this light, it can be seen that the only reason because of which both brands have been able to survive to date is because of their legacy; which is playing the role of the last straw that is keeping them afloat.

The market share that Harley-Davidson and Kodak have steadily lost in the past two decades has been lost to products and companies that have brought forth products that are highly competitive in terms of price and utility. This, combined with the consumers' diminishing margin of spending (as well as saving), has driven them to the point where they are willing to compromise for the sake of reducing their expenditures. Modern day competitors of Harley-Davidson and Kodak choose to aggressively exploit this fact and utilize pro-active product innovation driven by equally aggressive research and development operations.

Recommendations

Harley-Davidson and Kodak need to switch to full throttle and begin by launching an aggressive re-launch campaign. Both companies need to reclaim the spotlight that once belonged to them in their respective industries. This will call for an increase in marketing activities that has the ability to take the consumer market by storm. The consumer market has not been subjected to any aggressive marketing by the two companies in the last few years, but the legacy of the two brands can be utilized to reinvigorate product appeal. Furthermore, Harley-Davidson and Kodak need to come to terms with the fact that they ...