0
group members
introduction
Harley davidson is an
American motorcycle manufacturer. It is one of
the best motorcycle producer in world. T...
HISTORY OF HARLEY DAVIDSON
 1901–William S. Harley, age 21, completes a blueprint
drawing of an engine designed to fit in...
cont….
 1943–Harley-Davidson receives the first of its four Army-Navy "E"
Awards for excellence in wartime production.
 ...
values
Values are the heart of H.D business they guide
our actions and serve as the framework for
the decisions and contri...
Brand extensions
 Merchandise
• Helmet
• Boats
• clothes (jackets…)
• Mugs
• collectibles….
• Lighter
• Watch
 Beer

 B...
Corporate governance
• Although the motercycling business is fun we take
corporate governance seriously.
• The board of di...
CURRENT VISION
We fulfill dreams inspired by the many roads
of the world dy providing extrordinary
motorcycles and custome...
Current mission
We ride with our customers amd apply this
deep connection in everymarket we serve to
creat superior value ...
Macro environment analysis
Political
 Considering Harley Davidson as american icon
 Opportunities in emerging economies ...
cont….








Social
More diverse lifestyle, creating many harley clubs and academles
around the globe like rider E...
cont….







Environmental
This industry is the first attackted by environmental activities, the
enviromental laws v...
Competition in Global Motorcycle
Industry
• Rivalry criteria – performance, styling, breadth of product
line, image, reput...
Swot analysis
S.W.O.T
S- Stength of company
W- Weakness of company
O- Opportunity of company
T – Threat of company
Strength
 Robust cash flow
 Strong market position and brand image.
 Stronger relationship built on trust and respect w...
weakness
 Declining financial performance
 Poor credit rating (BBB+)
 Unfunded employee post retirement benefits
 High...
opportunities
 The international heavy weight market is growing and
is now larger than the u.s heavy weight market.
 The...
threat
 High rise in the oil prices. Harley davidson
vehicles are hevey weight motorcycle and there
vehicles are more oil...
CONCLUSION
• Harley- Davidson have to change American
culture and helped the future of motorized
vehicles.
• Must implemen...
HARLEY DAVIDSON BUSINESS ENVIRONMENT
HARLEY DAVIDSON BUSINESS ENVIRONMENT
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HARLEY DAVIDSON BUSINESS ENVIRONMENT

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IN THIS PPT IT IS DISCUSSED ABOUT HARLEY DAVIDSON BUSINESS ENVIRONMENT

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Transcript of "HARLEY DAVIDSON BUSINESS ENVIRONMENT"

  1. 1. group members
  2. 2. introduction Harley davidson is an American motorcycle manufacturer. It is one of the best motorcycle producer in world. This company not only produce motorcycle but also produce boat, t-shirt, bag, leather Jacket ,helmet and kind accessories, etc Since 1977, the Harley-Davidson brand is mainly famous for heavyweight motorcycles, with engine displacements greater than 700 cc, designed for cruising on highways
  3. 3. HISTORY OF HARLEY DAVIDSON  1901–William S. Harley, age 21, completes a blueprint drawing of an engine designed to fit into a bicycle.  1903 – William S. Harley & Arthur Davidson (Walter)  1909 – First V-twin powered bikes, it became most enduring icons of Harley Davidson history.  1917 – 1/3 rd of the bikes were sold to the U.S military, at last 20,000 HD bikes were used in World War I (1918).  1920 – HD dealerships spread across 74 countries.  1930–Bill Davidson, Jr. wins the Jack Pine endurance contest with 997 points of 1,000.
  4. 4. cont….  1943–Harley-Davidson receives the first of its four Army-Navy "E" Awards for excellence in wartime production.  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.  2010–The XL Forty-Eight is introduced, recalling the raw, custom Sports of earlier days.  Harley is the only major American Manufacturer of heavy weight motor cycles.  Have more than 15,000 employees.
  5. 5. values Values are the heart of H.D business they guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company • • • • • Tell the Truth. Be Fair. Keep Your Promises. Respect the Individual. Encourage Intellectual Curiosity.
  6. 6. Brand extensions  Merchandise • Helmet • Boats • clothes (jackets…) • Mugs • collectibles…. • Lighter • Watch  Beer  Bars
  7. 7. Corporate governance • Although the motercycling business is fun we take corporate governance seriously. • The board of directors is composed of accomplished leaders from a range of industries who meet regularly to review company objective and plane for future growth • These individuals draw on their diverse backgrounds and experience. • They are proud Harley Davidson enthusiastic, and they work to ensure that the decision made by HarleyDavidson promote fairness , finalcial transparency and accountability to all our share holders
  8. 8. CURRENT VISION We fulfill dreams inspired by the many roads of the world dy providing extrordinary motorcycles and customers expeirences. We fule the passion for freedom in our customers to express their own individuality.
  9. 9. Current mission We ride with our customers amd apply this deep connection in everymarket we serve to creat superior value to all of our stakeholders.
  10. 10. Macro environment analysis Political  Considering Harley Davidson as american icon  Opportunities in emerging economies (india,china) consider Harley Davidson as an american idol so that they are not welcoming harley davidson into there soll . Economic  Global recession is effecting economic world wide therefore Harley davidson has to sustain its position in the market  The increase in price for many key row material in manufacturing  GPD per capital trend in the past five year is not showing servere variation
  11. 11. cont….       Social More diverse lifestyle, creating many harley clubs and academles around the globe like rider Edge. Avreage purchaser of U.S Harley davidson motorcycle is a married male in his mid-forties. This is affected by earley retirement plans and health care programs not letting the luxury option of owning a new motorcycle. New interest from different demographic group outside U.S . LEGAL Legislation effect of helmet for motorcyclists forcing all riders by law, otherwisefines are applied. The congress repealed financial incentives for state without universal helmet laws. Licensing of motorcycles inside majorcity in addition to suburban
  12. 12. cont….      Environmental This industry is the first attackted by environmental activities, the enviromental laws varies from country to country. In europe its euro in india its RS. Harley Davidson’s one of the main problem is the environmental problems. Technological More technological advancement because customers looking for energyefficient and technological advance bike now a day. Harley Davidson is one of the main manufacturer and user VENGINE configuration. Harley Davidson have wide variety of product according to standard, performance, touring and custom.
  13. 13. Competition in Global Motorcycle Industry • Rivalry criteria – performance, styling, breadth of product line, image, reputation, quality of after sales services, price. • Difficulty US and European Manufacturers had in attracting price sensitive European market. Market Share segment • In the North American market – Harley Davidson had 48% • In the European market – Harley Davidson had 9.8%
  14. 14. Swot analysis S.W.O.T S- Stength of company W- Weakness of company O- Opportunity of company T – Threat of company
  15. 15. Strength  Robust cash flow  Strong market position and brand image.  Stronger relationship built on trust and respect with supplier and dealers.  Harley Davidson operates in two principal business segments: motorcycle and related product, and financial services  Harley Davidson is the only major american motorcycle manufacturer  Harley Davidson offers customers the opportunity to customize there bikes.
  16. 16. weakness  Declining financial performance  Poor credit rating (BBB+)  Unfunded employee post retirement benefits  High price, Harley Davidson bike are the costly bike in category.  The top board of directors for harley davidson are all men  Difficult to attract and retain talented emoloyee
  17. 17. opportunities  The international heavy weight market is growing and is now larger than the u.s heavy weight market.  The european demand for harley davidson is the highest in the international market,  Asian economy is booming. China/india is the only place not effected by global recession.  Younger riders are increasing becoming interested in bikes  Increasing demand of bikes in us market
  18. 18. threat  High rise in the oil prices. Harley davidson vehicles are hevey weight motorcycle and there vehicles are more oil consuming.  Harley average buying age is 42 years old and increasing.  Some competitor of harley davidson have larger financial and marketing resources and they are more diversufied increase H.D risks  International importing tax , and increase in labor cost. 3
  19. 19. CONCLUSION • 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”
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