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
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.
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
Have more than 15,000 employees.
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
Tell the Truth.
Keep Your Promises.
Respect the Individual.
Encourage Intellectual Curiosity.
• 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
• 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
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.
We ride with our customers amd apply this
deep connection in everymarket we serve to
creat superior value to all of our
Macro environment analysis
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 .
Global recession is effecting economic world wide
therefore Harley davidson has to sustain its position in the
The increase in price for many key row material in
GPD per capital trend in the past five year is not showing
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 .
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
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
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.
Competition in Global Motorcycle
• Rivalry criteria – performance, styling, breadth of product
line, image, reputation, quality of after sales services,
• 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%
S- Stength of company
W- Weakness of company
O- Opportunity of company
T – Threat of company
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
Harley Davidson is the only major american motorcycle
Harley Davidson offers customers the opportunity to
customize there bikes.
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
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
Increasing demand of bikes in us market
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
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
• Harley- Davidson have to change American
culture and helped the future of motorized
• Must implement latest technology & facilities.
• Loyal customers are not sufficient for
company to survive.
• “it’’s a journey but not a destination”