BACKGROUND INFORMATION

For this assignment, you will once again act as a consultant for Harley Davidson New York, and help the company CEO Asaf Jacobi decide on the best options for future expansion.

THE BRIEF Read the case study below. Identify relevant problems Source data or information that provide evidence for any solutions Provide recommendations to the client with evidence and justification

CASE STUDY Harley Davidson New York

Who wants to ride a Harley Davidson? A year ago, after a chance meeting with Or Shani, CEO of AI (Artificial Intelligence) firm, Adgorithms, Asaf Jacobi invested money to trial Albert, Adgorithms AI-driven marketing platform. At the end of that three-month trial, Jacobi hired marketing consultants to determine whether he should invest $100K+ to expand the business. The advice from the consultants was fantastic and his $100K investment has been extremely successful with over 200% return on investment.

Jacobis business, New York City Harley Davidson, has experienced phenomenal success over the past twelve months. Despite that, he is both excited and uneasy about the future. The COVID-19 pandemic has caused significant global havoc for logistics, shipping, and distribution lines. What is more, geopolitical issues in various regions have exacerbated these issues, including pushing fuel prices higher than ever. Despite this, Jacobi sees opportunities to diversify, expand and grow his business in a way that might also be beneficial for future generations.

Expansion into Europe Harley Davidson has developed the Livewire motorcycle; an electric motorcycle that executives at Harley Davidson feel could become the Tesla of the motorcycle world not just a vehicle, but a status symbol. Certainly, sustainability is a growing issue around the world. There is an increasing demand for electric vehicles, with Gen Z playing a major role in the growth of the sustainable economy, so the timing of the Livewire is perfect. Importantly, Jacobi has been given an option for exclusive distribution and retail rights for Livewire in Europe, but he would need to decide whether this is viable, and which European nations would be appropriate for such investment. In the USA, the price of the Livewire starts at US$29,799, which is definitely at the top end of the market. Harley Davidson executives are willing to take advice from Jacobi on pricing in Europe, so he must be sure that whatever nations he chooses, customers can afford the motorcycle, especially at a time of global economic insecurity. Jacobi knows this is an incredible opportunity but wants to ensure any decisions about diversification or expansion are thoroughly researched in advance. Research Objectives You have been hired by Jacobi to analyse the situation and provide the necessary report to help him decide if distribution and selling of Livewire in Europe might be a good option for his business. He has set out some key information that he requires. Three European nations that offer the most potential for electric motorcycles. (Considerations like motorcycle ownership levels, household or individual income, potential pricing or other factors might be relevant) The government policies or initiatives of different European nations that exist which might make electric vehicles in general, and electric motorcycles in particular, appealing to consumers. Other environmental or infrastructure considerations might influence market demand for electric motorcycles. (Consider things like access to cost effective power, correlation between household solar power installations and purchase of electric vehicles, road infrastructure, weather and social or cultural considerations that might influence motorcycle purchase). Jacobi is looking for recommendations that are fully justified and supported by data or research to make evidence-based decisions. (NOTE: Even though the Livewire may currently be available in some European nations, you are to complete this report as if the Livewire has NOT been released in Europe at this point.)

Report Structure Introduction Research and findings o Locations o Government policies o Other considerations Recommendations Summary Reference list

Only for Europe in research and findings not for USA

Please make sure report is done according to the structure given. Only these key points are to be written.