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https://nccur.lib.nccu.edu.tw/handle/140.119/33965
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| Title: | 哈雷機車進入台灣市場策略
Market Entry Strategies for Harley-Davidson Motorcycles in Taiwan |
| Authors: | 王招敏 |
| Contributors: | 冷則剛
王招敏 |
| Keywords: | 哈雷機車 |
| Date: | 2007 |
| Issue Date: | 2009-09-17 18:56:01 (UTC+8) |
| Abstract: | Due to the second oil crisis in 1979, Taiwan adopted the Energy Conservation Policy. Hence, motorcycles with engines larger than 150cc were not allowed and there was a restriction on heavyweight motorcycles on expressways in Taiwan. Pressure from international trade partners, such as US and Japan forced Taiwan to re-open its market for heavyweight motorcycles. The importation of motorcycles with engines larger than 150cc was liberalized in July 2002 as part of Taiwan’s WTO commitments. Currently, there are BMW, Bimota, Ducati, Kawasaki, KTM, Suzuki, and Triumph dealers present in Taiwan but not a single H-D dealership in Taiwan exits.
Through in-depth interviews, survey and SWOT analysis, this thesis paper examines how Harley-Davidson operates oversea, analyzes the current position of the heavyweight motorcycle market in Taiwan, understands existing barriers and challenges, determines which market entry strategies should be adopted, and briefly describes strategies that overcome these challenges in order to develop a successful business in Taiwan. The conclusions are that Taiwan customers crave for Americano heavyweight bikes and Harley-Davidson Inc is also interested in Taiwan market. Therefore, there should be Harley-Davidson dealerships in Taiwan in the near future and it will be profitable if its brand is attentively and diligently managed. |
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| Description: | 碩士
國立政治大學
國際經營管理碩士班(IMBA)
92933019
96 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0929330191 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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