This is a case study presentation.

2. BUSINESS STRATEGY

3. Rajkumar Bhalodia
Raj Shah
Rakshit Mujpura
Gunjan Sharma
Rushab Jain
Rajas Sawardekar

4. Established
in 1903
Factory in
1906
WILLIAM HARLEY
HARLEY
Popularity
in 1908
V-twin
powered in
1909
“Bar &
Shield
Logo in
1910
ARTHUR DAVIDSON
DAVIDSON

5. Gain
Competitive
edge & be
Unique in
it’s Industry
Distinctive Attitude & Lifestyle
A Cult Brand
Loyal Customer Base
Value over price
The Ladies of Harley
Rider’s Edge Program

6. Increasing
Competition
An Aging
Rider
Base
Difficult Economic
Environment

7.  Delivering results through focus’
 Discontinuing BUELL, divesting MV AGUSTA
 Transforming product development
 Restructuring manufacturing operations
BUELL
 Expanding global footprint
MV AGUSTA
 Adopting a customer led marketing approach

8. Ensure longterm profitability
Appeal other
emerging
Attract markets
young
riders
Sustain for the
Stakeholders