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P o-mkt presentation, brand story (h-d)
 

P o-mkt presentation, brand story (h-d)

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    P o-mkt presentation, brand story (h-d) P o-mkt presentation, brand story (h-d) Presentation Transcript

      • HARLEY DAVIDSON, THE MOTORCYLE BRAND. IS AN EXAMPLE OF HOW PASSION CONSUMERS HAS BEEN INSTRUMDENTAL IN REFLECTING THE LOYALTY TO THE BRAND .
    • You might be a biker if… Company Overview: We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences.
    •  
      • Harley Davidson:
      • - class
      • - attitude
      • - aggression
      • - power
      • “ I would rather push a Harley than ride a Honda”
      A Biker’s Sign…
    • Company Profile
      • Ranked 397 in fortune 500 list
      • Started in 1903 (More than 100 years, a Century)
      • Earned loyal customers since 106 years
      • H.O.G.®- the Harley Owners Group®: over one million members around the globe
    • History
    • Today
    • The Story
      • 1901, William S. Harley, age 21, drew up plans-The engine was designed for use in a regular pedal-bicycle frame. His childhood friend Arthur Davidson labored on their motor-bicycle & was finished in 1903 with the help of Arthur's brother, Walter Davidson.
      • Licensing-logo accounting for almost 5% of the company's net revenue ($41 million in 2004).
      • 15,000 machines-military forces during World War I
      • By 1920- largest motorcycle manufacturer in the world
      • In 1921- first motorcycle ever to win a race at an average speed of over 100 mph (160 km/h)
      • Supplies American police forces.
    • Harley-Davidson culture
      • Harley Davidson Cafe theme restaurant located in Las Vegas
      • H.O.G.®- the Harley Owners Group®: over one million members around the globe.1983-promote not just a consumer product, but a lifestyle
      • 16,00,000 Facebook community members
      • Video games
      • The Road to Sturgis, released for the Amiga in 1989 & also
      • Harley-Davidson: King of the Road.
      • Merchandising-Clothing
    • Mission We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments.
    • Vision HD, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, governments and society). HD believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities .
    • Values
      • These are our values. They are the heart of how we run our business. They guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company.
    • International Expansion ? Focus on Europe And Australia Asian Market Not Promising Potential Customers
      • Key Considerations
        • Culture
        • Income
      Asian Market i.e. Thailand Taiwan
    • Harley in India
    • Partnering – Ford, Porsche
      • Strong marketing
      • Product Quality
      • Brand Recognition
      • Trademark Licensing
      • Supplier relationship
      • Designer Store Service
      • Distribution Channel
      • Wow Biking experience!
      Strengths
        • The international market is now larger than the U. S.
        • Customers value quality parts.
        • Women and younger riders are increasing becoming interested in bikes.
        • Industry registrations of heavyweight motorcycles are increasing.
      Opportunities
        • 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
    • Thank You