Harley-Davidson – Risk-Minimization with 360-Degree Market-Entry Strategy Reframe

About Harley-Davidson

Harley-Davidson (NYSE:HOG) is an American motorcycle manufacturer founded in 1903 in Milwaukee, Wisconsin, noted for a style of customization that gave rise to the chopper motorcycle style.

The company, of approximately 5,000 employees, markets its products worldwide.

It also licenses and markets merchandise under the Harley-Davidson brand, among them apparel, home decor and ornaments,  accessories, and toys.

Executive Summary

  • Industry: Consumer Goods – Automotive.
  • Harley Davidson’s Business Goals: Expand brand in sub-Saharan Africa as part of the executive-level agenda to grow business in high-growth markets – Nigeria being a key focus.
  • Results: Got a realistic understanding of the opportunities for luxury motorcycles in Nigeria’s price-sensitive market. Developed a low-risk approach to expand into the market in the long-term.

Challenge

Harley Davidson was looking to expand its business presence across Sub-Saharan Africa and entry into the Nigerian market, Africa’s largest economy, was a top priority.

After a few unsuccessful attempts to engage eager investors and distributors excited about the brand, Harley Davidson chose kpakpakpa to guide its entry into the luxury motorcycle market in Nigeria.

Solution

Kpakpakpa arranged a 3-month long comprehensive market study of the automotive bike market in Nigeria to help Harley Davidson understand the market structure and meet the right partners to grow its sales channels in Nigeria.

The customized market intelligence and partnership-sourcing solution provided Harley Davidson with:

  • Realistic and granular understanding of the luxury automotive industry in Nigeria.
  • Competitive landscape analysis.
  • An in-depth understanding of the needs of its target customer base.
  • A localization strategy to fit its product to the intended target market.
  • Supply chain analysis
  • Pricing research to understand competitive pricing and assist with pricing strategies in a price-sensitive market.
  • Assistance with visa and business visit requirements necessary for visit to Lagos, Nigeria.
  • Shortlist of vetted distributors and resellers for partnership.
  • A local tour of the city to get an in-person understanding of the local landscape and how it fits into their business priorities.
  • Targeted face-to-face meetings with the top automotive distributors and resellers interested in the brand.

During the entire project, kpakpakpa’s dedicated client engagement manager provided strategic advice and actionable insights for Harley Davidson’s team to act on as they built their market-entry strategy for their products.

Outcome – A Complete Reframing of Market-Entry Strategy While Minimizing Risk. 

  • Minimized Investment Risk While Gaining Local Insights For Long-Term Approach
    Harley Davidson got a low-risk approach to understanding their opportunities in Nigeria’s price-sensitive market that was still recovering from a recession. It became clear that their approach in Nigeria had to be reframed. They realized that understanding the local market needs was necessary to hit their goals in Africa’s largest market. They decided to deprioritize the Nigerian market in the short-term while staying in touch with the top potential contacts for their long-term growth goals.

Hear it from our delighted partners

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Johannes Fischermann Business Manager RSA & Sub-Sahara
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Riley Macdonald Project Coordinator
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Neil Gouveia Country Manager
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Daria Gonzalez CEO & Founding Partner
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Wiktor Wencel Regional Director EE & MEA
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Amanda Springer Director of Program Solutions
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Vincent Visdeloup Business Development Manager EMEA
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Rodolphe Vetchenou Executive Partner Account Manager Africa
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Skander Salah Student/Researcher

Highly professional and outstanding support!

kpakpakpa delivered outstanding support to our team. The market study prepared regarding the NIGERIAN refinish market was very comprehensive and helped us to define the right strategy for our products. We highly appreciated the way the project was handled, especially the very close follow up and the way our engagement manager adjusted the study based on up-coming requests. Also the contacts and potential partners found were highly professional.

Thank you to the kpakpakpa team on a job well done.

kpakpakpa Inc helped our organization survey and procure off-grid appliances in Nigeria. Nifemi and the team were able to quickly acquire technical knowledge of off-grid appliances in a small and niche market all while effectively navigating challenges throughout the project. They had consistent communication and were overall extremely reliable. Thank you to the kpakpakpa team on a job well done.

I would highly recommend their services!

kpakpakpa worked with us to provide market insight in Nigeria which is a new focus region for our organization. The engagement was fantastic and we were really impressed with the level of detail in the report presented to us. Nifemi, our engagement manager, has great attention to detail and really took his time to understand our business to enable him to produce quality information for us to use to build our strategy. Overall it was great to work with kpakpakpa.

I gladly recommend this company to anyone looking into doing business on the African continent!

Kpakpakpa was great in helping us research fin tech landscape in sub-Saharan Africa. Despite our pressing deadlines, Nifemi was extremely accommodating and delivered a top notch quality job with lots of useful insights right on time. He also went out of his way to accommodate our additional inquiries and was very helpful. I hope we will keep working together and I gladly recommend this company to anyone looking into doing business on the African continent.

All good as expected!

We got well-prepared market insights plus two quality days with potential customers. All meetings were well organized and with the right profile companies.

A trusted advisor as we navigated the inevitable twists and turns of building a business!

Our organization hired KPA to help us evaluate options for a commercial venture in Nigeria. We started the project knowing very little about the landscape and market for our product, so the team's knowledge and local connections were immediately helpful. Nifemi quickly became a trusted advisor as we navigated the inevitable twists and turns of building a business. KPA's proposals, reports, and work were impeccable, and the team in Nigeria did a great job with every activity they were given - from conducting surveys to finding a warehouse for product storage. Our project would not have been successful without KPA - we were incredibly fortunate to find them!

A comprehensive and detailed screening of the potential partners

It has been an enjoyable moment to work with Nifemi and the KPA team. With a solid and grounded approach, KPA helped us to better frame and define the distribution opportunities we have in Sub Sahara Africa. A comprehensive and detailed screening of the potential partners has been done creating an actionable list of prospects that we are now engaging with to discuss business opportunities.

Extensive Market Mapping and Contacts!

We got a clear view and map of the market structure giving us exposure to the key projects, stakeholders, and business contacts we need to develop our business in the region.

It was a pleasure to work with kpakapaka and I definitely recommend it!

kpakpakpa helped me significantly in my qualitative research about the challenges facing the automotive industry in sub-Saharan Africa with detailed insights based on valuable experiences locally in Nigeria as well as in the US. I really appreciated how personalized and suited the pieces of information I received through this advisory service are. Everything was fact-based and backed up with real examples which you cannot simply get from newspapers and reports. It was a pleasure to work with kpakpakpa and I definitely recommend it!

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