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Growth Market Strategies/ Objectives

Key Corporate Objectives (HD Inc, 2018)
Ansoff Matrix
• Grow to 2 million riders in the US by 2027
• Grow International Business by 50% globally
• Launch 100 HD Impact motorcycles

Growth Existing Market New Market
Strategy

Market Target new riders Seek new markets cross-
Development markets in United selling with loyalty
States, Mexico, members club in China.
Canada & Europe

Market Focus on loyalty Increase push and focus
Expansion and customer in partnerships and
centric programs coverage via dealers and
rider associations.

Market Brand refresh and Innovating new products
Penetration refocus with the to include rider safety
intention of protective gear and other
attracting new accessories
markets. (Armstrong & Kotler, 2015)