1.0 Industry Introduction We have selected to research into the Motorcycle Industry we believe this industry will allow us to apply a wide range of management and strategy issues we have studied. The Industry provides an unconventional case of a niche player having one of the biggest shares of the American market. In this reports we will be discussing the industry leader, Honda and the Harley-Davidson. 2.0 Market Overview Market Definition: The motorcycles market consists of on- and off-road Motorcycles including scooters and mopeds. [Appendix 1] 2.1 Market Segmentation: Sales of motorcycles dominate the global motorcycles market, accounting for 86.3% of market's volume, Mopeds represent 13.7%. 2.2 Market Breakdown: Asia-Pacific accounts for 39.9% of the global motorcycles market's value, Americas 37% and Europe 23.10%. 2.3 Market Share: Honda Motor Company Limited accounts for 21% of the global motorcycles markets. [Appendix 2] 3.0 Industry Attractiveness 3.1 Buyer Power This will be weakened due to the high level of product differentiation and customer loyalty. For in......

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