Presented bykaran verma

CONTENT

IntroductionFoundersHistoryBrand ExtensionsValuesOrganization ChartBalance SheetCash Flow StatementMarket ShareIntroduction To IndiaMarketing StrategiesSWOT AnalysesConclusion

INTRODUTION• Harley Davidson is one of 5the best motorcycle

producer company in world. This company not only produce motorcycle but also produce boat, t-shirt, bag, leather Jacket ,helmet and kind accessories, etc which are related to biking .It is an American legend founded in 1903 Milwaekee,Wisconsin.Their main motive is customer’s luxuries life style obviously that show their freedom.

INTRODUTION• Harley Davidson is one of 5the best motorcycle

producer company in world. This company not only produce motorcycle but also produce boat, t-shirt, bag, leather Jacket ,helmet and kind accessories, etc which are related to biking .It is an American legend founded in 1903 Milwaekee,Wisconsin.Their main motive is customer’s luxuries life style obviously that show their freedom.

FOUNDERS

William S. Harley

Arthur Davidson

Walter Davidson

William A. Davidson

History

HISTORY 1901–William S. Harley, age 21, completes a

blueprint of an engine designed to fit into a bicycle.

1903 –Corporation of William S. Harley with Arthur Davidson (Walter) to form a company.

1909 – First V-twin powered bikes, it became most enduring icons of Harley Davidson history.

1920 – HD dealerships spread across 74 countries.

HISTORY (contd.) 1955–Harley-Davidson produces almost 60,000 WLA models

during the war for military use. 1987 – Entered into American & New York stock exchanges. 1998–A new assembly facility opens in Manaus, Brazil, the first

operations outside of the U.S. 2001 – Two big plants constructed in Milwaukee & Kansas cities. 2004–HD recorded its 19th consecutive year of record earnings 2009– Harley-Davidson announces expansion into India.

To d a y … … … .Harley is the only major American Manufacturer of heavy weight

motor cycles.Have more than 15,000 employees.

Brand extensions Merchandise

• Helmet• Boats• Clothes (Jackets…) • Mugs• Collectibles….• Lighter• Watch

Beer• Bars

VALUES– Values are the heart of HD business,

they guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company.1. Tell the Truth. 2. Be Fair. 3. Keep Your Promises. 4. Respect the Individual. 5. Encourage Intellectual Curiosity.

Harley - Davidson

Harley - Davidson presents two new models in the year 2009 for

women

Yamaha

ORGANIZATIONAL CHART(2010)

Market share and financial analysis BALANCE SHEET

HD CASH FLOW

MARKET SHARE North American Market Share

Harley-Davidson 46.40%Honda 20.20%Suzuki 9.80%Yamaha 9.30%Kawasaki 7.10%BMW 2.50%Other 4.60%

OTHER MARKETS• Targeting military personnel (18-30 year-old males)

o Differentiating & Positioning Focus on hands-on promotion

Concerts T-shirts, water bottles Product placement and social media Customized military motorcycles

o Positioning: back to Harley's roots

European Market Share

• Honda 21.00%• Yamaha 17.70%• BMW 15.10%• Suzuki 14.80%• Kawasaki 8.50%• Harley-Davidson 6.60%• Ducati 5.70%• Triumph 3.50%• Other 7.00%

Asia/Pacific Market Share

• Harley-Davidson 21.30%• Honda 19.10%• Kawasaki 15.80%• Yamaha 13.60%• Suzuki 10.10%• BMW 7.30%• Ducati 6.90%. Other 5.90%

HARLEY IN INDIA• Subsidiary Head Office in Gurgaon,

Harayana, India• Established in the year 2009.• Introduces 11 customized vehicles

specially for India• Setup its assembly unit at Bawal

Harayana• Sponsoring H.O.G. as well as other

Rallies across India for promotion activities.

MARKETING STRATEGIESHarley Davidson mainly focuses on providing personalized experiences to its customer for its Brand loyalty through:-

•Customization•Large Dealership Network•“Learn To Ride” program•Targeting various consumer section•Various Events (like H.O.G.)

Strong marketingProduct Quality Brand

Recognition Trademark

Licensing Supplier

relationship Designer Store

ServiceDistribution

ChannelWow Biking

experience!

Strengths

Price factor Brain drain Reliant on few

suppliers Market share Ongoing capacity

constraints Lengthy lead

time

Weakness

Harleys ongoing capacity restraints

Loss in domestic market share in recent years

Competitors of Harley Davidson

Environmental protection laws

Higher production Costs

Recession

Threats

• Harley- Davidson have to change American culture and helped the future of motorized vehicles.

• Must implement latest technology & facilities.• Loyal customers are not sufficient for company to

survive.• “it’s a journey but not a destination”

Conclusion

Thank You