Motorcycle And Financial Services

Motorcycle and Financial Services
Date: 7th April 2011
* Contents * Abstract......................................................................................3 * JIT Principles...............................................................................3/4/5 *
Risk...........................................................................................5 * Inventory Management..................................................................7/8 * Supply side
& Economic Scenario................................................................9 * Summary...................................................................................9 *
References.................................................................................10
Abstract
The strength of Harley–Davidson 's brand and dominant market position give the firm a wide moat, in our opinion. However, weaker consumer
spending and tight credit markets are presenting the firm with some significant near–term challenges. In addition, we believe the firm must carefully
broaden the appeal of its brand to secure its long–term ... Show more content on Helpwriting.net ...
The firm has already cut production in an attempt to trim costs in line with faling demand. in addition, just over half of Harley 's motorcycle revenues
are derived from retail sales made on credit. We think that the lack of available funds on the wholesale markets and the shrinking of the number of
qualifying customers will make it difficult for the company 's financial services division to continue to support retail sales by providing credit to
customers.
Harley must address some long–term challenges. The firm has been focused on a narrow demographic group (around 89% of customers are male) and
the median age of Harley 's customers has been on a long–term upward trend.
We believe that the firm must find ways to broaden the appeal of its brand without alienating its core customer base. Harley has grown in recent years
in the international market , and revenues generated abroad have risen to 25% of total revenues in 2007 from 19% in 2004. Although the firm has
recently introduced a performance motorcycle for the European market, I think that it may find it difficult to deliver customized products for overseas
markets while supporting its brand franchise.
Risk
Harley 's revenues could be severely hurt by a further weakening of the global economy and increased reductions in consumer spending on high–ticket
discretionary items,

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Harley Davidson, Inc.
Harley–Davidson, Inc. – 2009
Case Notes Prepared by: Dr. Mernoush Banton
Case Authors: Carol Pope and Joanne Mack
A.Case Abstract
Harley–Davidson, Inc. (www.harley–davidson.com) is a comprehensive strategic management case that includes the company's calendar December 31,
2008 financial statements, competitor information and more. The case time setting is the year 2009. Sufficient internal and external data are provided
to enable students to evaluate current strategies and recommend a three–year strategic plan for the company. Headquartered in Milwaukee, WI,
Harley–Davidson, Inc. is traded on the New York Stock Exchange under ticker symbol HOG.
B. Vision Statement (Actual)
Harley–Davidson is an ... Show more content on Helpwriting.net ...
Competition is strong in markets outside the United States 5. Increase in fuel price could impact the industry sales 6. Rise in interest rate could impact
the buyers from purchasing and financing high ticket items 7. Environmental protection laws could impact product design and cost 8. Shifts in buyers'
needs and tastes
External Factor Evaluation (EFE) Matrix
|Key External Factors |Weight |Rating |Weighted Score |
|Opportunities | | | |
|Economy in Europe and other regions is growing at a better rate than United States|0.08 |4 |0.32 |
|Gasoline price has been stabilized in 2009 |0.06 |3 |0.18 |
|Competition has reduced their production of motorcycle in 2009 |0.09 |3 |0.27 |
|Currently, Yamaha has seen decreasing motorcycle sales in Japan, the United |0.05 |4 |0.2 |
|States, and Europe, but is doing better in Southeast Asia and Latin America | | | |

|Honda, Yamaha and Suzuki are more diversified than Harley in terms of product |0.05

Essay on Harley Davidson Marketing Plan
Table of Contents I. Executive Summary (Nakiya) II. Situation Analysis A. Market Summary (Liana) i. Market Trends ii. Market Growth B. SWOT
Analysis (Nakiya) i. Strengths ii. Weaknesses iii. Opportunities iv. Threats C. Competitive Analysis (Scott) D. Product Offering (Scott) III. Marketing
Strategy A. Mission Statement (Liana) B. Marketing Objectives (Liana) C. Target Markets (Liana) D. Positioning Statement (Liana) E. Financial
Objectives (Scott) F. Marketing Mix i. Product or Service Mix (Scott) ii. Price (Scott) iii. Promotion (Scott, Nakiya, Liana) iv. Distribution (Liana) IV.
Financials (Scott) A. Break–even Analysis B. Net... Show more content on Helpwriting.net ...
The largest market segment of the past five years was middle–aged males. As these consumers age, the industry will find it harder to sell more
motorcycles to them.
MARKET TRENDS:
Business Trends:
Favorable Demographics – most motorcycle buyers are between the age of 35 and 64, a demographic forecast to grow about 17 percent between 2006
and 2015 in the US. The industry is also attracting younger buyers. Motorcycle ownership among Generation Y grew by more than 23 percent between
2008 and 2012, according to the Motorcycle Industry Council.
More Female Riders – Motorcycle manufacturers are targeting female riders. Female ownership is growing faster than male ownership. Manufacturers
are building units with lower seats, lighter weight, and lower tension clutches to attract female riders. More than 10 percent of US motorcyclists are
women. Additional revenues are generated from accessories, clothing, and riding gear.
Volatile Gas Prices– Higher gas prices can have both a favorable and unfavorable impact on motorcycle sales. Motorcycles are a much more
economical form of transportation than most cars and trucks. However, higher gas prices reduce disposable personal income available for purchases.
Most motorcycles in the US are used for recreation rather than for day–to–day transportation.
Industry opportunities:
Additional Upgrades and Customized Products –

Porter's Five Forces Of Harley Davidson
STRENGHTS
1.Harley Owners Group (HOG) Rallies: The company has its characteristics rallies named as "Harley Owners Group" on a regular basis which
involves Harley owners from different parts of the nation to communicate & experience a different lifestyle. The members of Harley owners groups are
1.2 million.
2.Range of Product: Harley is trying to solve the ageing problem of the current customer base with its diversified product range like they recently
introduced bikes with the engine of 500 CC & 750 CC so as to make it more acceptable to the younger.
3.High Customer attraction: The Company is adopting promotional strategies & branding, that has helped it in creating a strong consumers thereby
having a high target and preference of it.
4.Cult Brand: Harley Davidson has transformed itself as a cult brand & positioned ... Show more content on Helpwriting.net ...
Myopic Approach: Being market myopic can affect the Harley brand. The 65% of sales of Harley Davidson comes from the U.S market, so this over
dependence can lead to the internal distress of company.
Porter's Five Forces
Threat of New Entrants: LOW
Like any automobile company, Harley Davidson industry also has large manufacturing facilities and equipments. New Entrants would have to have a
large amount of capital and would need to spend tons of money in advertising and promotion to receive the same amount of brand recognition and
customer loyalty that the powerhouses company Harley Davidson has already gained. And retailers, without the brand recognition and customer loyalty
of the new entrants, would be afraid to carry such products.
Threat of Substitutes: LOW
Motorcycles don't take much of one's income; customers often switch to the substitutes if price increases and purchasing a cheaper substitute becomes
their better choice. But, the facts that Harley–Davidson has a strong image of a lifestyle, the substitute products are no match to Harley–Davidson
products. This will sway customers from buying substitutes because it is just not the

Case Analysis : Harley-Davidson
Junior Diaz
October 18, 2017
Professor Kim
MGMT 4010
Case Analysis: Harley–Davidson
1.Historically, Harley–Davidson has managed to dominate the U.S. market by becoming a staple of American culture. Specifically, the
Harley–Davidson motorcycle is considered "a part of American iconography" and is typically associated with well–known American symbols,
including both the U.S. flag and the bald eagle. As a direct result of this association, the company has achieved strong and long–lasting brand loyalty
among U.S. customers, which has undoubtedly contributed to its great success in the U.S. market. Harley–Davidson has managed to dominate the U.S.
market by investing in research and development, experimenting with its designs and ... Show more content on Helpwriting.net ...
As a result, Harley–Davidson's market share experienced a notable decline, forcing the company to go public following sixty years of private
ownership. Furthermore, Harley–Davidson also experienced various internal changes, including its eventual acquisition by AMF, a heavy–industrial
conglomerate, in 1969.
2.The first major ingredient of Harley–Davidson's transformation process was the influx of new capital from AMF. Specifically, this allowed the
company to dramatically expand motorcycle production from 15,475 units to 70,000 units in only four years; however, this change also resulted in a
significant decrease in overall product quality. The second major ingredient of Harley–Davidson's transformation process involved its marketing
strategies. In particular, AMF hired a well–known marketing firm, Benton & Bowles, which removed Harley's advertisements from popular outlets like
"Easy Rider." As a result of this change in advertising and marketing, Harley essentially isolated and distanced itself from its traditional customer base.
The third and most important major ingredient of Harley–Davidson's transformation process was Vaughn Beals' buyout in 1980. Beals and his team
immediately modified the Harley manufacturing system and created the "productivity triad," which included employee involvement, use of JIT
inventory methods, and statistical operator control (SOC). As a result, the company's competitive capability drastically improved

Harley Davidson Inc Business Overview
Harley Davidson Inc
Introduction
Since its introduction in the market (1903), Harley Davidson Inc. has experienced mixed fortunes in their production process. The company started as a
monopoly until at a time when the Asian companies such as Honda emerged strongly in the market (1973). This strong competition presented by the
Asian companies has forced the company to modify its production process in order to achieve its mission and vision statements. Even though the
company has experienced stiff competition throughout the year, it still has popular following around the world. Some competitors include Kawasaki,
Yamaha, and Suzuki, Indian, Victory, BMW and Triumph motorcycles showing that the company has applied a unique strategicmanagement in order to
remain relevant in the market. The background of the company triggers the thesis statement of this article: "proper strategic management is the key to
coping with a stiffer competition in the market".
HD's mission, values and vision
Every company needs to establish its mission statement in its endeavor to remain profitable in the market. The mission statement helps in describing
the general purpose of the organization consequently making the company to stick to its scope. The mission of the company: we ride with our
customers and apply this deep connection in every market we serve to create superior value for all our stakeholders (Harley Davidson, 2012). The
mission of the company encompasses good relation with the

How Did Harley Davidson Competitive Advantage
INDIVIDUAL CASE ANALYSIS
Q.1Historically, how did HarleyвЂђDavidson manage to dominate the US market? How did it do so and what were its sources of competitive
advantage?
Dominating the US market: Harley–Davidson's image of "raw power," became its major selling point The most distinctive feature of Harley was the
V–twin engine giving the Harley motorcycles a aggressive appearance and the ability to deliver broad but low–torque power. The simple design of
V–twin engine allowed owners to tinker with their engines. The Harley motorcycle had a unique look and the sound of the engine too was different
attracting the customers especially the older males. The Harley engine was efficient than any other motorcycle engine at that time and it ... Show more
content on Helpwriting.net ...
Advertisements in Biker Magazines and promotion mainly by word of mouth. Investment in R&D concentrating on a new design, in spite of the slow
economy during the 1920's. Improving the reliability of their machines thereby making their business strong
Harley managed to remain profitable by introducing larger, more powerful motorcycles, becoming the undisputed leader of the market with over 60%
market share. It earned a commanding lead of 50% market share in the United States and 32% globally in the 1950's. The Harley motorcycle became a
part of American iconography and was associated with the U.S. flag and the bald eagle, America's national symbol. This resulted in unprecedentedbrand
loyalty, especially among U.S. customers, which is prevailing till today.
Q.2 And starting in the 1970s HarleyвЂђDavidson got into trouble, what changed? Internally? Externally? What is your evaluation of the
transformation process that HarleyвЂђDavidson went through? According to you what are the significant elements of the transformation process?
Harley–Davidson into

Harley Davidson Executive Summary
1. Company Overview
Harley–Davidson Motor Company (HDMC) is one of the world leaders in the production, marketing and servicing of motorcycles in the US and
throughout the world. The company manufactures a range of motorcycles and has established a network of dealerships in the US and overseas, and has
a series of merchandising and selling strategies, including a growing financing business. The company is headquartered in Milwaukee, Wisconsin.
In terms of distribution of revenue, Harley–Davidson's worldwide motorcycle sales (HDMC and BMC) generated 79.9% of the motorcycles segment's
total revenue, and increased by 8.4% during 2004. In addition the parts and accessories, general merchandise and other items accounted for 20.1% of ...
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Strategic Change 2: Management Buyout and turnaround
Under these circumstances, a group of 13 H–D executives bought the company from AMF in 1981. The buyout was funded by Citicorp, one of the
leading banks in the US. The new management took immediate steps to reorganize H–D 's operations to meet the competition from its Japanese
counterparts and regain its leadership status. In a move to help the floundering United States motorcycle industry in 1983, President Ronald Reagan
and his government, in a pure protectionist mindset, increased tariffs on large Japanes motorcycles from 4.4% to 49.4%. But this increase was only
effective for five years and would decline annually. Since it was the subject of a management buy–out in 1981, unit sales had risen from 41,000 in 1981
to 291,000 in 2003, turnover had increased from $289 million to $4 '620 million and after reporting their first ever operating loss in 1982, net
profits had grown steadily to reach $760 million in 2003. A stock market listing had been obtained in 1986, since which time the stock price had
shown an annual compound growth rate of over 40%, giving the Company a value in excess of $18 billion by 2005.
Strategic Change 3: Entering the low cost segment
Harley dominated the American motorcycle market over 750 cc for years. Harley tried to introduce new products. But its customers refused and never
accepted anything but a H–D motorcycle. Jeff

Analysis Of Harley Davidson's Life
Summary of analysis and recommendations.
Harley–Davidson has been operating as a U.S. motorcycle manufacturer since 1903. Throughout its life, it has been through many hardships, but just as
many successes. Throughout the 1970s and 1980s Harley–Davidson experienced tremendous difficulties and almost went bankrupt in 1985. To its
dismay, in the 1990s Harley–Davidson experienced several years of record growth and was ranked in 1990 by BusinessWeek as one of the top U.S.
companies with a market value of $515 million. As a sign of their success, they remain the only U.S. motorcycle manufacturer still in business.
Harley–Davidson has competed in the U.S. and international markets against 140 other manufacturers, most of which were larger and far better
financed then they were. In 1985, Harley–Davidson was emerging from its hardships and growing as one of the top five motorcycle manufacturers in
U.S. market shares, while also having 31% of its sales coming from overseas. Its international sales were increasing as they had partnered with a
European parts warehouse in Germany and a joint–venture in Japan. In addition to these relationships, it had also partnered with 851 U.S and
international dealerships.
As a business, Harley–Davidson focused on three major business segments 1) motorcycles and related products; 2) transportation (both recreational and
commercial); and 3) defense and other businesses. In order to continue its success as a motorcycle manufacturer, the

Harley Davidson Case Study
1. Introduction
Established in 1903, The Harley–Davidson Motorcycle Company has travelled a somewhat rocky road to success. Saved from the brink of bankruptcy
by a management buyout in 1981, Harley has succeeded in building a truly global brand that is the envy of its competitors.
Faced with a declining market, a poor economic climate and fierce competition from Japanese manufacturers, the Harley–Davidson Company was
forced to re–look at its competitive strategy. The essence of Harley–Davidson's success is rooted in its repositioning strategy, which it undertook
shortly after the management buyout. Prior to the buyout, the Harley–Davidson motorcycle was perceived as being an inferior quality product to that of
its competitor's. By ... Show more content on Helpwriting.net ...
Lastly, brand loyalty reduces the threat of rivalry in a market (Porter, 1979).
A key issue for the leadership of Harley–Davidson is whether the strength of the Harley–Davidson brand will continue to grow, especially in global
markets. Further, do global customers, view the brand simply as another symbol of American culture, or do they see Harley–Davidson as a truly global
brand?
2.3 Harley–Davidson's Generic Strategy
Faced with increasing competition and an erosion of their market share in the early 1980s, Harley Davidson had to rethink its marketing strategy.
Harley–Davidson had always tried to achieve its competitive advantage by positioning itself as, what Michael Porter would call, a focused differentiator
in the motorcycle market. A focused differentiation strategy targets a segment or limited number of segments in the market with a unique product, or
service features, which persuades customers that it is superior to competitor's offerings (Porter).
The characteristics of Harley–Davidson's differentiation strategy are as follows:
The company only chose to compete in the "heavyweight" motorcycle segment. The heavyweight segment consists of motorcycles with engine sizes
greater than 650 cc.

Harley–Davidson's target customers, as mentioned above, are baby boomers, particularly older males, of above average income, and not necessarily
motorcycling enthusiasts. Speed and superior performance were not seen as

Environmental Scan
Environmental Scan – Lego and Harley Davidson
MGT/498 Strategic Management
November 14, 2013
Mario Ducret
Environmental Scan – Lego and Harley Davidson
Internal and external environments are very important for businesses operating globally due to local and external competitions. Healthy businesses
must analyze their internal and external environments in their strategy formulation. Strategic planning requires that an organization must initially scan
the environment for the presence of numerous competitors as well as analyzing physical resources and skills of the workforce. Evaluation of the
internal and external environments is then followed by crucial decisions regarding long and short–term goals ... Show more content on Helpwriting.net
...
Companies in the toy industries including Lego have ensured low suppliers' bargaining power. Retailers play an important role in selling and
distributing Lego's company (Hjuler & Robertson, 2009).
Additionally, Lego has huge cost advantage since it does their production in low waged regions as well as the advantage of economies of scale.
Lego also enjoys a vast variety of expertise that enables them to make competitive decisions. In addition, they have high brand equity that have been
created for a long time. Metcalf & Lafranco (2013), argue that Lego has addressed the issue of threat brought about by computer games by moving to
electronic gaming. Lego enjoys loyal customers worldwide with exclusive licenses, solid distribution network, financial liberty as well as market
experience.
Harley Davidson's Internal Environment
According to Agnihotri (2013), Harley Davidson is amongst the leading motorcycle companies that have applied technology to their image thus making
it stay competitive. The organization possesses a lot of internal resources that strengthen their long–term strategies. It has a great corporate structure
that counts as amongst the first divisional structure that used just in time inventory strategy. It is involved in a diversified kind of business that not
only includes motorcycles but also includes other related products and financial services.

Harley Davidson Motor Company was founded by William Harley and Arthur, Walter and William Davidson. It is the producer and manufacturer of
iconic and unique motorbikes, which are desired by millions of people around the globe. It is the most recognized company in motorcycle industry,
creator of culture, lifestyle and tradition. It is one of few businesses which have gained the admiration and respect of consumers and competitors.
History of Harley Davidson Motor Company started in 1901, when William and Arthur started building the engine that would suit into bicycle. In 1903
they introduced their first motorcycle, from that time company has been constantly growing and today it is considered as one of the most prestige
motorcycle company ... Show more content on Helpwriting.net ...
Thus, it is hard to find two Harley Davidson motorcycles alike.
Price
Harley–Davidson's customer orientation focuses on clients who are at the age of more than 35 years old and has high education and upper
middle–income (HARI PRAKASH.N.V, 2004). Therefore, Harley–Davidson motorcycle price is more expensive than the price of cars. It is reported
that the general popular Harley–Davidson motorcycle is $15000–20000 and Harley ROAD KING classic motorcycle model (in the 50s to 60s) is worth
$ 25,000 and the old motorcycles model (in the 30s to 40s) can still be sold for more than $ 30,000 (Harley–Davidson Australia/New Zealand, 2012).
Place
Since Harley–Davidson opened global market, it has not influenced the sale of Harley–Davidson in the US. So far, in the US Harley–Davidson
motorcycle is still accounted for 70% of the market share. Harley–Davidson has conducted business in over 70 countries and continually enhances
business strength with the knowledge of the professional marketing. Up to now, it has more than 1,300 authorized dealers throughout the world. In Asia,
Harley–Davidson Company has about 30 authorized dealership and its marketing network has covered 10 countries and regions, including Japan,
Brunei, Indonesia, Korea, Malaysia, Singapore, Thailand and China.
Promotion
Harley–Davidson always insists on construction of product culture. Harley–Davidson culture has represented passion,

Harley Case Study
HARLEY–DAVIDSON, INC. (1998): THE 95TH ANNIVERSARY
Introduction & Situation Analysis
Harley–Davidson has been a widely admired fixture in the motorcycle industry since the "golden years" of American motorcycle manufacturing
(1900–1931), when at times there were as many as 200 different brands of American–made motorcycles. By 1930, the market had consolidation and the
"big three" – Harley–Davidson, Indian Motorcycle, and Excelsior Supply – together accounted for 90% of the market (Ballon, 1997, p. 43). The Great
Depression nearly destroyed the industry – wiping out all of the smaller manufacturers, forcing Excelsior out of business in 1931, and leaving Indian
severely weakened until it too, ceased operations in 1953 (Ballon, 1997). ... Show more content on Helpwriting.net ...
Moreover, the emergence of these competitors is ironically at least partially the result of the fact that Harley's production did not meet market demand.
While new production capacity and facilities will certainly go a long way towards meeting short–term demand for touring and custom motorcycles in
the domestic market, all indications are that there will be continued strong demand in the home market as well as growing demand in the larger
European market. Looking towards the future, Harley–Davidson management must decide how to best match the company's vision and resources
(which now include Eaglemark Financing and Buell performance motorcycles) with the opportunities and threats in the global motorcycle market.
Problem Analysis The following analysis looks first at Harley–Davidson's external environment (including competition) and secondly at the company's
internal resources, strengths and weaknesses in an effort to identify Harley's strategic options for addressing the current problem.
External Environmental Analysis It is beyond the scope of this case analysis to provide separate environmental and industry analyses for vehicle
financing services (related to Harley's Eaglemark division), motorcycle parts and accessories and licensing–related products (e.g., Harley–Davidson
apparel and accessories, cafГ©, etc.). The

Harley Davidson 's Strategy And Explain Its Rationale
Case Study – Harley–Davidson
Friday, November 21th, 2014
Group 8:
Lise Marquette
Damien Nicolas
Hugo Maugenest
Lisa Piquee
Elodie Darracq
________________________________________________________________________________
1.Identify Harley–Davidson's strategy and explain its rationale.
"A bold, clear strategic direction that would maximize their opportunities going forward and restore the Company as a strong business that could
consistently grow over the long haul."
"a rethinking and restructuring of Harley's manufacturing operations, the transformation of its product development system, and a drive to build
distribution and grow sales in the emerging markets of Asia and Latin America." (Keith Wandell, Harley
–Davison's CEO since May 1, 2009)
The Brand Communication Strategy
Harley–Davidson image and the loyalty it engendered among its customers are their greatest assets. The company is described as an "archetype of
American style" and "the ultimate biker status symbol, a quasi religion, an institution, a way of life." Harley had a unique relationship with American
culture, because its values represented individuality, freedom, and adventure, referring to the cowboy and frontiersman. "This appeal of the Harley
brand was central not just to the company's marketing but also to its strategy as a whole." "Selling the Harley experience" reinforces and extends the
relationship between the company and its consumers. Harley made efforts in all its

Harley Davidsen Brand Management Mba Case Study
HARLEY–DAVIDSON HOG
CASE STUDY
Introduction After near extinction Harley–Davidson has become one of the premier motorcycle manufacturers and distributors in the world. A primary
driver in this success has been their attention to building the Harley–Davidson brand with attention to customer loyalty, specifically with the creation of
a brand community of customers – the Harley Owners Group (HOG). Through HOG they have been able to connect with customers at the grass–roots
level. Their sponsorship of regional and national HOG events has provided them with one–on–one access to their customers, resulting in strong,
favorable, and unique associations for the Harley–Davidson brand. In this case study we will address several key ... Show more content on
Helpwriting.net ...
Seeing a diverse group of riders – old and young, male and female – the Posse Riders project an open, inclusive image for Harley.
While the visual promotional effect of the Posse Rides should be exploited as much as possible, commercializing them should be avoided. The Posse
participants are Harley 's best customers and this event should be an opportunity to reward them, not exploit them. The indirect benefits, such as
building brand awareness and loyalty, are much more important than short–term sales. Given the wide differences in income, raising prices and/or
offering special amenities for additional costs, will simply drive off working class participants that blow their annual wad on one rally. This would
change the nature of the Posse from an open, inclusive group to a rich, closed one.
The Posse Rides should also continue to maintain their exclusivity. If everyone can get a Posse T–shirt because of merchandising they will not be
worth having to real Posse Riders. Keeping the number of participants small also adds to the feeling of exclusivity, as well as only having a Posse
Rides no more than once a year. This should also help to maintain a feeling of spontaneity that is missing from regional HOG events.
Next Steps/Recommendations to Maximize Effectiveness and Profitability
Given that we believe that The Posse Ride should continue, we feel there are several things that

Harley Davidson Executive Summary Essay examples
Case Analysis of Harley–Davidson, Inc.
Executive Summary Harley–Davidson, Inc. (NYSE:HOG) was founded in 1903. The home base was originally founded in and even today remains in
Milwaukee Wisconsin. Harley–Davidson's popularity grew significantly during World War I, when the U.S. infantry used 20,000 of the company's
motorcycles in its war effort (Taylor, 2010). Best recognized for its manufacturing of heavyweight motorcycles,Harley–Davidson has captured half the
U.S. market and a third of the global market (Wikinvest, 2010). Harley–Davidson motorcycles are noted for their classic lines, custom paint jobs,
dependability, fine craftsmanship and the Harley–Davidson signature choppy sounding engine. Most importantly, it has been ... Show more content on
Helpwriting.net ...
192).
Market Analysis
Customer loyalty has carried Harley–Davidson throughout the years. However, several factors, aging customer base, less available recreational funds
and an economic down turn have been the contributing factors in Harley–Davidson's decline, (Fig. 1) (MSN, 2010).
Fig 1. Harley–Davidson Price History (10/1/2005 – 9/29/2010)
Harley–Davidson's Annual Report (2009) indicates sales from motorcycles and related products on a continuing basis decreased 23.1 percent to $4.29
billion compared to 2008 and income from continuing operations decreased 89.7 percent from the prior year to $70.6 million (Harley–Davidson,
2010a). These losses can be attributed to HDFS and the impact of restructuring (Harley–Davidson, 2010a). However, by eliminating excess capacity,
reducing administrative costs and non–core business operations, Harley–Davidson believes these steps of restructuring will reflect between $240
million and $260 million in annual ongoing savings (HD1, 2010). Nonetheless, excusing the decline in numbers, Harley–Davidson's Annual Report
(2009) states, since 1993, the company has paid a dividend every year (Harley–Davidson, 2010a).
Management Team
A long standing business practice at Harley–Davidson is "Excellent Corporate Governance" (Harley–Davidson, 2010b ). Last year (May 2009),
Harley–Davidson welcomed its new President and Chief Executive Officer, Keith E. Wandell. Working with Mr. Wandell, is the Board of Directors,

Harley Davidson Posse Ride
Consumer Behavior Group 8| Building Brand Community for Harley Davidson| Analysis on the basis of Attitude Formation| | | |
Submitted To
Prof. Krishanu Rakshit
Submitted by:
Pranav Santurkar
Rakesh Mishra
Akshay Mahajan
Anjanjot Singh
Vinay Kumar
|
The Harley Owners Group (HOG)
The Harley Owners Group or HOG is a factory sponsored motorcycle enthusiast club established in 1983. Its main aim was to negate the influence of
outlaw bike–gangs as the face of the Harley Davidson brand and enhance the lifestyle experience of a Harley Davidson owner. This was the roadmap
of the firm's broad philosophy of getting close to the customer. There was a great need to address two main issues with respect to the brand. ... Show
more content on Helpwriting.net ...
Posse 2 was described as the border to border ride from Texas to North Dakota passing through the legendary," Road to Nowhere". The registration
limit for this ride was increased to 400 to accommodate the increasing interest in the Posse Ride, while at the same time preserving the exclusivity of
the ride. Though many members did not approve of the route for the 2nd ride, they were actively interested in coming for it because it was the ride
and not the route which mattered for them. This very aptly epitomises the entire concept of the Posse Ride. The Posse rides thus went a long way in
addressing the issues of customer loyalty faced by the firm.
Analysis of the Posse Riders
The riders of the Posse ride are an integral part of the whole concept and their attitudes and perception regarding the ride is what builds the brand
community for Harley. This ride has been intended as a learning process for the riders as they are passionate about their Harleys and riding them. The

ride will cement not only their initial perception about the brand but will also build new linkages.
We look at the Fishbein multi–attribute model which helps us to figure out the score a customer attributes to the various dimensions to the brand. As
the riders take part in the Posse experience, they already have built in ratings for the various attributes that contribute to the overall Harley Brand
equity. The ride is a crucial exercise to change the

Harley Davidson International Management
I.Summary of the case study "Harley–Davidson В– rockers ' idol"
So, this case study is about Harley–Davidson, a brand of motorcycles and more precisely about its development since his foundation in 1903 by
21–year–old William S. Harley and 20–year–old Arthur Davidson.
So, in 2003, it was the celebration of the 100th birthday of the Harley–Davidson. And, in order to commemorate it, fans of this famous brand rode until
Milwaukee to see the parade of 10 000 Harley–Davidson motorcycles. Through this celebration, we can see how recognized this brand is for the
owners, or should I say fans. Indeed, this case also shows how the strategy and the marketing of Harley–Davidson are good; because Harley has fans
and they will do all they can for ... Show more content on Helpwriting.net ...
The main interest of this group is to ensure members to know each other, and become a second family who share the same interests, wills, and
thoughts. And this strategy ensures Harley–Davidson to maintain a strong relationship with its customers, and thus a strong brand name all over the
world. According to customers, the owners of H–D say that this brand understand them and their needs, and also that they are always there if a
problem appears. These remarks can be linked with Harley–Davidson 's values. Indeed, according to H–D "Our values 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."(www.harleydavidson.com); these values are:
Be Fair
Tell the Truth
Keep Your Promises
Respect the Individual
Encourage Intellectual Curiosity
We can also link this strategy with the mission statement of Harley–Davidson:
"We fulfill dreams through the experience of motorcycling by providing to motorcyclists and to the general public an expanding line of motorcycles
and branded products and services in selected market segments"
Harley Davidson Inc.
So, through these first elements of explanation of Harley 's success, we can clearly see what Harley–Davidson

Essay on Harley Davidson
The Harley–Davidson Motor Company had a small beginning, but has risen to unimaginable success. The road to success has not been simple and the
company has been faced with many hardships. The support of outrageously loyal owners have allowed the company to struggle but maintain its
composure. Harley's top management has implemented plans to achieve prosperity, which has lasted throughout the years, and they are constantly
looking forward.
To understand this company's success it is important to know a brief history. H–D began meagerly in 1903 and is the brainchild of two men, William S.
Harley and Arthur Davidson. Their first shop was a small wooden shed in their hometown of Milwaukee, Wisconsin. The shop was... Show more
content on Helpwriting.net ...
The AMF completely took over control of H–D operations. Under AMF control H–D was now overproducing shabbily built bikes, in several different
classes (lightweight, middleweight, heavyweight, etc.) attempting to keep up with the Japanese. The already successful AMF was simply using H–D
to increase their wealth, and they cared little for quality or customer satisfaction.
In 1981 several top managers, and true motorcycle advocates, acquired H–D from the AMF in a leveraged buyout. This group was lead by a man
named Vaughn Beals. Beals and his associates in the company saw how poorly the AMF was doing and they felt they could significantly improve
Harley–Davidson and bring it back to its family–owned, superior built roots. This is where Management becomes the richest asset in Harley's empire
(Harley–Davidson.com).
Vaughn Beals and his associates could see why H–D was failing under the AMF's management. The AMF disregarded the expertise of true motorcycle
riders, even within the company. Currently H–D was cranking out far too many motorcycles with way too many complications. For longtime riders
and motorcycle advocates this was not a problem, because they would simply purchase a new bike, strip it down and properly reassemble it to there
liking. The only reason H–d stayed alive was because of the thousands of loyal H–D supporters who would, and could do this. If

Startegic Audit
Western Michigan University
ScholarWorks at WMU
Honors Theses
Lee Honors College
12–10–2010
Harley–Davidson, Inc.: A Strategic Audit
Sheila Lenz
Western Michigan University
Follow this and additional works at: http://scholarworks.wmich.edu/honors_theses
Part of the Accounting Commons, Sales and Merchandising Commons, and the Strategic
Management Policy Commons
Recommended Citation
Lenz, Sheila, "Harley–Davidson, Inc.: A Strategic Audit" (2010). Honors Theses. Paper 1853.
This Honors Thesis–Open Access is brought to you for free and open access by the Lee Honors College at ScholarWorks at WMU. It has been
accepted for inclusion in Honors Theses by an authorized administrator of
ScholarWorks at WMU. For more information, please contact ... Show more content on Helpwriting.net ...
For example, Harley could have a strategy to only utilize
suppliers with an ISO 9000 rating to produce Harley products. The current suppliers may be replaced with overseas or domestic suppliers as well. If
Harley wants to ensure total control and quality for its customers it could also choose in–house production. Since
Harley relies on brand recognition, the buyers of Harley–Davidson motorcycles have

great influence over production decisions. The threat of substitute products for Harley
motorcycles is average because of the brand recognition that Harley enjoys. If riders are not looking for the Harley–Davidson image and want a cheaper
motorcycle, they may look at other brands. Rivalry in the industry is high with low–priced competitors such as
Honda, Yamaha, and Suzuki. However, Harley–Davidson is an American icon with a
strong image of quality and 'freedom' on the open road over the years.
MarketingStrategy
One of the largest marketing strategies for Harley–Davidson was the creation of
HOG (Harley Owners Group). This allows owners to share experiences and network
through rides, rallies, and other events. Another successful marketing strategy Harley created in 2000 is Rider's Edge which provides lessons for
basic and advanced motorcycling skills. About 35% of the students in Rider's Edge are young adults and
37%o enrolled are women ("2009 Harley–Davidson Annual Report"). This

Market Research Implementation Plan: Problem...
Market Research Implementation Plan: Problem Identification and Project Outline
From humble beginnings in 1901 to current day, Harley–Davidson strives to build and provide not only a mode of transportation but also a lifestyle.
According to Harley–Davidson (2001–2011), the company mission reads "We ride with our customers and apply this deep connection in every
market we serve to create superior value for all of our stakeholders" (Company, para. 2). The company always has not experienced the success they are
realizing today and no one knows what challenges tomorrow can bring. Harley–Davidson is committed to providing the best customer service in every
department.
Although Harley–Davidson's mission implies the company connection ... Show more content on Helpwriting.net ...
Part of building a relationship between a company and its customers is customer service; it can be the difference between a onetime or lifelong
customer. It is customers' loyalty and confidence that Harley–Davidson tries to maintain and keep. That is why the manner in which the public
perceives Harley–Davidson's customer service is important, it can literally help build or destroy customer loyalty. The target market for
Harley–Davidson has always been the baby–boomers born prior to 1961, but this has changed dramatically to include anyone looking for freedom and
individuality (Wilhite, 2011). To better understand the perceived customer service Harley–Davidson need only go back to its roots from the 1980's
when it was transforming the company. During this time Harley's principle owners went to motorcycle rally's and bike shows and talked with their
customers directly and asked the questions related to what would be necessary to create a better experience (Wilhite, 2011). From this research
Harley–Davidson got where it is today and formed a simple philosophy, listen to customers, give them what they ask for both mechanically and
psychologically (Wilhite, 2011). Harley–Davidson's reach is wide and the target is complex, blue collar, white collar, students, men, women, all ethnic
groups, religions, and social classes.

Building Brand Community on the Harley-Davidson Posse Ride...
Recommendations:
1.Harley–Davidson should continue to sponsor HOG, and the Posse Rides.
2.More resources should be spent on the Posse Rides to meet the rising expectations of participants.
3.Dealerships should be more integrated into the Posse Rides.
4.The Posse Rides should not be seen as direct profit centers.
Reasoning:
1.HOG has been phenomenally successful at attracting members and chapters. From nothing in 1983 it has grown to half a million members in 1,160
chapters. This is the core of Harley–Davidson's market and it is easily reachable through Hog Tales magazine. This is particularly important for Harley
given that its customers are so varied making it hard to reach them through traditional marketing methods. HOG overcomes ... Show more content on
Helpwriting.net ...
Coordination with local TV and radio should be used to raise awareness and crowds. The dealer network should also be used by the Posse Rides to
solve logistical problems such as the T–shirts fiasco. Given that Posse Rides have different routes, most dealers will be able to participate over time.
4. While the visual promotional effect of the Posse Rides should be exploited as much as possible, commercializing them should be avoided.
Participants are Harley's best customers and it should take the opportunity to reward them, not exploit them. These people are not stupid and will soon
notice if Harley tries to squeeze out every last cent from them. The indirect benefits, such as building brand awareness and loyalty, are much more
important than short–term sales. If participants want to shop at every dealer, great, but their direct costs should be kept as low as possible. Given
their wide differences in income, raising prices will simply drive off working class participants that blow their annual wad on one rally. This would
change the nature of the Posse from an open, inclusive group to a rich, closed one. Over time, as Posse Rides become a feature of Harley's brand, it
would depreciate the brand.

Posse Rides will also have to maintain their exclusivity if they are to be continually successful. If everyone can get a Posse T–shirt because of
merchandizing they will not be worth having to real Posse Riders. Keeping the number of

What Is Harley Davidson Competitive Advantage
INDIVIDUAL CASE ANALYSIS:
HARLEY DAVIDSON: PREPARING FOR THE NEXT CENTURY
ANSWERED BY:
VIGNESH KARUNAMOORTHY
A0133072U
QUESTION 1:
Historically, how did Harley Davidson manage to dominate the US market? How did it do so and what were its sources of competitive advantage?
Harley Davidson had a good reputation as its motorbikes won races in 1908.
It had innovations like the V–twin engine, clutch, internal expanding rear brake, and three speed transmission.
Despite a sagging economy Harley Davidson invested in R&D.
It always focused on improving the reliability of its machines.
It added innovations like electric starter, balloon tires, front brakes, standardized its parts and improved its product quality.
Also, there was only ... Show more content on Helpwriting.net ...
Harley's share in heavy vehicle segment also began to decline as Honda and Kawasaki introduced new models in the heavyweight category.
Thus, Harley wasn't attracting any non–traditional customers and its share was reducing in the traditional bike segment.
Between 1970–1980 Harley's share reduced by 80%.
THE TRANSFORMATION:
Senior managers of Harley visited Honda Plants in order to Benchmark the practices that Honda followed.
They noted that entire manufacturing system needed to be modified.

They wanted to model their system based on the Japanese, which gave high quality products with less inventory.
Harley used the Japanese concepts and developed a system encompassing o Employee Involvement o JIT o Statistical operator control
Quality circle teams consisting of line workers were formed in order to contribute to the decision making process.
Materials as needed (MAN): A framework introduced to reduce inventory and thereby free up cash (Earlier Harley spent $2 million on its computerized
inventory system)
Employees were trained on how to detect problems and how to correct them.
Employees were more empowered now than

Harley Davidson Case Analysis
Despite their conception in 1903, Harley–Davidson and the motorcycle industry as a whole didn't really take off until after the Second World War.
Many people rode motorcycles during the war, with Harley–Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this
time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their
civilian life. This generation known as the "baby–boomers" quickly became the main target audience for many of Harley–Davidson's marketing efforts.
With sales increasing and the industry growing, many "motorcycle clubs" and "rallies" were introduced. Unfortunately, due to the lewd behavior
displayed by ... Show more content on Helpwriting.net ...
Another substitute which is available to consumers is the different types of recreational vehicles. These include RVs, motocross bikes, all–terrain
vehicles, and more. Many people opt for these instead of motorcycles because of their various uses and entertainment purposes. When examining the
suppliers to the motorcycle industry, one would have to say the industry is weak. Most of the parts are manufactured by the company themselves and
thus suppliers are not very necessary. The buyers in this industry have a low to moderate impact, as there is relatively no price negotiating associated
with these products. Also, in the United States most buyers are conscious of the brand image Harley–Davidson carries and thus are more likely to
purchase a Harley than any other bike. Overseas, the buyers also have some impact in that they are typically more price sensitive than American
buyers. This implies that they will likely opt for a more economic bike rather than a Harley–Davidson. Some driving forces in the motorcycle industry
include a general income increase in such emerging markets as China, India, and Southeast Asia. Consumers in these markets prefer performance bikes
which typically are more cost–friendly than Harley–Davidson bikes. Due

Case Study: Harley Davidson
Case 1: Harley Davidson
In 2013, Anand was planning to purchase a high end motor bike which can allow him to feel relaxed during weekend after strenuous work load
during the five days of the week. He joined as an analyst in Investment Banking Division five years back after graduating from IIM Calcutta. Anand
is a bike lover and is currently using Royal Enfield Bullet, which is nearly 8 years old and thus he is planning to purchase his first bike with his
hard–earned money. Based on the specifications of the bike that he would like to possess, the three bikes that satisfies his requirements are
Harley–Davidson, Kawasaki and Yamaha.
Anand started to search online and got plethora of information about the different high end bikes (engine capacity ... Show more content on
Helpwriting.net ...
Harley Davidson offers motor clothes, T–shirts, Watches, vests, shirts and many more.
Insights:
The main motive is to connect with the customers mentally and forge an emotional bond with them. Harley–Davidson is a special type of symbolic
brand in the sense that the owner would like to feel themselves different from others but at the same type also like to enjoy the company of the
fellow bikers. So, in these cases the best feedback that a potential owner can get is from the present bike owners. Here, the presence of group like
HOG and Facebook fan page helps as these owners will tell you their experiences in unbiased fashion.
Opinion leaders play a major role in success of these special type of symbolic brands, where the performance of the product does not majorly depend
upon the person using it like in the other case of beauty and personal care, where the opinion matters but also it's about the personal fit with the product.
In the case of technology products, it's about the performance, features and thus the personal experience of a person with the product matters most as
he will give both the positive and negative experiences, he had with the

A brief overview of the Harley-DavidsonвЂ™s video is that...
A brief overview of the Harley–Davidson's video is that Harley–Davidson, a brand with tremendous staying power. Their motorcycles have become
part of an Americana. Truly, proprietors have a special bond with their motorcycle and a passionate relationship that has blossomed into a world largest
company's sponsor owners club. In addition, the motorcycle gives you a pleasant feeling of freedom while on the road. Several people feel a boldness
after getting on their Hog. In 1903 Harley–Davidson's motor company was founded in Milwaukee, Wisconsin by three Davidson brothers and a
friend, Bill Harley. They had an idea in a shed to create a better bike, and they put an engine on a bicycle and Harley–Davidson was born. In 1911 they
built their ... Show more content on Helpwriting.net ...
Harley–Davidson has remained true to their brand and understands that they cannot be everything to everybody. In addition, the company have a brand
that can work efficiently worldwide, and the brand is alike no matter where you are in the world. As a result, marketing the brand internationally has
changed drastically over the years, and execution of communication of the brand may vary since each country represents the brand differently. The
organization's marque is protected without adding a dictatorship.
Moreover, the key to success in future is knowing who you are and sticking to it, understanding the customers' bases, looking for market opportunities,
and applying you brand properly. Harley–Davidson offers attributes, such as clothing, shoes, and caps etc. for the shoppers who want to associate
themselves to the brand. Consistency is the key for the business.
Lastly, the brand will remain the same for over l00 years, but what has changed is various ways Harley–Davidson can reach out and communicate with
potential customers. The brand has sustain itself showing an unlimited strength and resilient while advertising is compelling. The best marketing
vehicle they have is their passion riders. When the customers are riding on the roads, they express joy and pleasure of being a part of
Harley–Davidson's brand. The riders are the Harley–Davidson brand; they have grown into

Harley Davidson Analysis
ree "Harley Davidson Analysis" Essay
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Harley Davidson Analysis
We think it would be interesting to quote first Harley–Davidson 's mission, in order to get a first approach of what is the purpose of the company from
their point of view. The mission talks first about dreams, rather than motorcycles, which is what the public has in mind. This mission says:
"We fulfill dreams through the ... Show more content on Helpwriting.net ...
For those who have purchased Harley products in the past, these ads serve to remind them of the benefits they enjoy through their ownership. The
purpose of Harley–Davidson 's personal selling is to persuade customers to purchase their motorcycles, parts, and accessories. A direct response is
generated through the contact between the sales representative and the customer.
Harley–Davidson 's promotion is designed to move customers from ignorance to awareness. Harley–Davidson 's advertisements contain very little if
any persuasive material on specific models or comparisons between other brands. Instead, they simply show the product in use in a typical setting.
Because Harley–Davidson has built such a strong reputation over the years, much of their promotion occurs through word of mouth. At this stage in
the company 's long history their main promotional goal is simply to inform customers that the company still exists.
The advertising copy instituted by Harley–Davidson is particularly limited. Beyond simply mentioning the name of the company and the location of the
nearest dealership, no other written message is conveyed. Instead, the company focuses the customer 's attention on the art portion of the
advertisement. Generally, this portion of the ad shows a shiny new bike standing alone, or someone riding along in a picturesque setting. Also, some
Harley ads have shown the company logo and nothing else.
At C & S

Harley Davidson was founded in Milwaukie, Wisconsin in 1903, and has been manufacturing motorcycles continuously since conception (Harley
Davidson DVD, 2008). The company is now one of the world's largest motorcycle manufacturers and controls 26% of all motorcycle sales in the
USA, and a massive 50% of the heavyweight segment (Armstrong & Kotler, p129). The Harley Davidson name is an incredibly strong brand in the
world today. Not many people in western culture could hear the name Harley Davidson and not conjure up thoughts of the powerful, throaty sounding
machines carrying their riders across the country. One rider describes the feeling of freedom a Harley Davidson motorcycle inspires as having "the road
to yourself" (Harley Davidson ... Show more content on Helpwriting.net ...
In addition, these events provide the organisation a unique forum to further promote their brand to this fiercely loyal group. It is these members that
provide the strongest and most cost effective selling opportunity for the Harley Davidson product lines. Essentially, these are the right customers!
With such strengths as the larger–than–life brand and associated brand equity, and the army of staunchly loyal customers, it is hard to believe that this
organisation would have any weaknesses. However, past performance has shown that the state of the economy (either regional or global) is one of
the key threats to the ongoing profitability of the organisation. Recently, on the back of the global financial crisis, global sales of Harley Davidson
products have fallen by over 40%, with a 10% drop in sales across Australia (Solomons, 2010).
With this in mind, how can a company such as Harley Davidson cushion itself against the lows in the economic environment and increase
profitability across the board? Since the creation of HOG in 1983, Harley Davidson has already dramatically increased the width of its product mix
(Armstrong and Kotler 2010, p210), through the release of a range of new products in a variety of different product classes. These products include
apparel items such as jackets, hats and gloves, through to a range of services including roadside assistance and insurance. This has enabled Harley
Davidson to capture a

Harley Davidson 's High Levels Of Customer Value Essay
Harley's High Levels of Customer Value Harley Davidson brings a commitment of exceptional customer experiences to everything that they do from the
innovation of their products, to the precision of their manufacturing, culminating with their strong supplier and dealer network (http:/
/www.harley–davidson.com/content/h–d/en_US/company.html). Harley Davidson knows there is a strong future for their traditional products. An
electric Harley–Davidson motorcycle is one of the ways they are exploring how to grow the diverse family of Harley–Davidson riders, while helping
preserve and renew the freedom to ride in their long term approach to sustainability. Harley Davidson developed a Sustainability vision to encourage
all Harley Davidson employees to understand and embrace the challenge and opportunity of sustainability. They want future generations to enjoy the
riding experiences like many years ago. Delivering those experiences means preserving and renewing their brand for the future. In order to deliver
high levels of customer value, Harley Davidson developed the Sustainability Strategy. This strategy is about making a difference on environmental
impacts and social causes today, which they believe will always be an eye to a better future. The focus of the Sustainability Strategy is on reducing
their environmental impact across their entire value chain, from their design decisions and material selections, to how their suppliers process raw
materials and how they

Harley Davidson : The World Leader
Harley–Davidson, Inc. is currently the world leader in the production and sales of motorcycles. They offer a full line of motorcycles that range from
smaller bikes like the Sporster for beginners to large touring bikes for the advanced riders. Harley Davidson also offers a wide selection of bikes and
apparel to get you riding down the road in comfort and style. Harley–Davidson Motor Company was founded in 1903 by William S Harley and three
brothers, Arthur, Walter and William Davidson. The firstmotorcycle was built in a shed and was sold as a police bike in 1908. It was one of the two
motorcycle companies to survive the great depression and has supplied bikes to the Army for WWI and WWII which revved up sales.
Harley–Davidson, Inc. (HD) mission statement: "We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the
general public an expanding line of motorcycles and branded products and services in selected market segments." – Harley–Davidson, Inc. Harley
Davidson produces and offers a line of motorcycle parts, accessories, apparel and general merchandise. It manufactures five families of motorcycles:
Touring, Dyna, Softail, VRSC and Sportster and also has custom vehicle operations (CVO). It also owns Harley Davidson Financial services and they
offer a riders edge riding academy which teaches new riders how to ride.
Harleys Davidson's target market is middle to upper class. Harley has been focusing on attracting more women riders.

The Organizational Effectiveness Of Harley Davidson
In 1901, at the age of 21, William S. Harley created "a blueprint drawing of an engine designed to fit into a bicycle" (Harley–Davidson.com, 2015). In
1903, William S. Harley, and co–founder Arthur Davidson made "available to the public the first production Harley–DavisonВ® motorcycle";
Harley–Davidson Motor Company was officially incorporated in 1907 (Harley–Davidson.com, 2015). What started out in a small wooden shed in
Milwaukee has evolved into an iconic and massive multi–million dollar global organization. This paper will discuss the organizational effectiveness of
Harley–Davidson by examining its financial health, strengths and weaknesses, internal processes, and core competencies.
Harley–Davidson (H–D) is not the only motorcycle company around anymore. There are many other brands of motorcycles on the market, which
makes it even more important for Harley–Davidson to focus on their financial health. One way in which H–D focuses on their financial health is by
their focus on sustainability. H–D believes that the environment is a key aspect that they need to focus on and they "are committed to preserving the
riding environment for future generations of customers with a strategy for reducing the environmental impact of [their] products while promoting
motorcycle riding and maintaining the authentic Harley–Davidson experience" (Harley–Davidson.com, 2015).
Harley–Davidson's focus on financial sustainability is another way in which H–D is conscious about their financial

Harley Davidson Erp Vendor Selection
Harley–Davidson, Inc.
Contents
Introduction
Problem Statement
Supply Management Strategy
Project Scope
Project Execution
Software Vendor Finalists
Recommendations
2004 Update
References
Introduction
Harley–Davidson is an American motorcycle manufacturer with a rich history and cultural tradition. Founded in 1903 in Milwaukee, WI, Harley just
celebrated its 100th anniversary with a series of events around the world that culminated in hundreds of thousands of motorcyclists rallying last
summer on the shores of Lake Michigan. In 1929, there were 241 motorcycle manufacturers in the US. After the Depression, only two remained:

Harley and Indian. By 1953, Indian went out of business, leaving Harley–Davidson ... Show more content on Helpwriting.net ...
Because the managers understood the strong culture and history of the company, they structured the project carefully to create a change in thinking
before creating a change in software. The methods they used to survey purchasing people, involve representatives from all areas of the company,
understand the process, work with suppliers, and select an ERP provider to grow with company and its future needs. All of these components helped to
reduce the risk of the project.
Project Scope
To get a better understanding of the scope of their problem and to plan the project, managers decided to survey those who were responsible for
purchasing. They intended to discover what activities purchasing people carried out and how much time and effort went into procuring materials.
Everyone was surprised to learn that 85% of purchasing time was being spent in non–strategic activities, such as counting inventory, data entry and
expediting. While the company had 200 purchasing staff, the survey revealed that over 2,000 people were issuing purchase orders. Quantitative
estimates provided a potential savings of an ERP implementation for purchasing at $34 million. Data like these helped to get people committed to
making the project a success. The project scope had to identify the purchasing activities, the stakeholder groups (owner, driver, or participant), and the
target audience (800 people). In addition, the

Essay about Harley-Davidson Inc.
Harley–Davidson Inc.
Celebrating their 100th anniversary next year, Harley–Davidson is a true American success story. From their modest beginnings in Milwaukee,
Wisconsin to one of the most recognized company names worldwide, they have been passionate about motorcycles. Harley offers an experience like
none other with the one of a kind look, feel, and sound only available on a Harley. Besides their main business of building and selling motorcycles, they
have began to offer financing and insurance through Harley–Davidson Financial Services, and they also offer a full line of accessories and apparel to
make the Harley experience complete.
Harley–Davidson, the corporation, has many things to brag about. On top of their financial ... Show more content on Helpwriting.net ...
One weakness they have is the high prices of their models when compared to their Japanese counterparts. It seems that they could increase their market
share if they could produce a less expensive model without compromising the quality of the model. A major strength they have is their name
recognition and the activities available for Harley owners to interact with each other. Groups such as the Harley Owner's Group (HOG), and the Buell
Riders Adventures Group (BRAG) often sponsor rallies for their members.
In this paper we will perform a complete analysis of the Harley–Davidson Corporation including their corporate and business strategies, strengths and
weaknesses, environmental opportunities, the five industry forces, and financial situation. Harley–Davidson has many attributes, which will be
apparent in the following analysis. The paper will attempt to define the different components of the analysis and put them all together in a way that
seeks to explain the way that they contribute to the overall success of the company and its stakeholders.
Harley Davidson has used many different types of strategies to become one of the most well–known and productive motorcycle companies in the
world. The Business Level Strategy that they tend to use the most is the Integrated Cost Leadership/Differentiation. As far as their Corporate Level
Strategy, they tend to favor the Related Diversification Strategy. Harley

Difference Between Harley Davidson And Royal Enfield
Competitors
The major competitor of Royal Enfield is Harley Davidson, many people across the world only know about the Harley Davidson, but the old world
people only know about the Royal Enfield. But the riders who is very passionate about the bikes around the world know about both the Bikes.
Harley Davidson is a well as growing the iconic American heavyweight motorcycle culture. They have created a marketing community and also have
generated many case studies regarding there implemented strategies where they have got success in it, against Japanese bikes. Their expansion in
other International Markets have been successful. But in India is a different story, Harley Davidson have faced a competition from Royal Enfield.
Royal Enfield is similar to Harley Davidson, yet so different.
Both make Heavy crafted heavy weight motorcycles, but they both have different signs, sound, and feel. The Indian subsidiary which started only in
1955 took over the brand after the original Royal Enfield Company closed down in the UK in 1968. ... Show more content on Helpwriting.net ...
But the main problem was high import duties which made quite unaffordable for most serious bikers unless they were millionaires. Due to this
dealer network has not quite picked up, in the year 2011 they started their presence only in 4 major cities and having a limited rich urban customer
base. Royal Enfield on the other hand has an extensive bike zeal customer base from India. Also, the Harley Davidson which pride on themselves have
fallen apart from on long drives on India's pot–hole ridden road. The equally well built Enfield's have fallen apart too, but they weren't so expensive to
begin with, and over and above that they can be fixed anywhere in India, by any mechanic. The spares and parts are readily available. Harley is a long
way off in that department

Harley Davidson Essay
Week 4 Individual Assignment: SWOT ANALYSIS
Bob Carter
MGT/521
10 December 2012
Ed Dempsey
SWOT Analysis
This type of analysis provides a summary of an organization's Strengths, Weaknesses, Opportunities, and Threats. SWOT is a planning report that only
covers a specific time period but can be used in conjunction with other business documents to provide efficient and effective decision–making based on
facts instead of intuition. The Strengths and Weaknesses sections of the analysis are those issues internal to the organization. Opportunities and Threats
are issues that are external to the organization period (Nickels, McHugh, & McHugh, 2010).
I have chosen to conduct a SWOT analysis on Harley–Davidson, Inc. (Harley), ... Show more content on Helpwriting.net ...
Harley depends on their network of independent dealers to develop and implement retail sales plans. This creates demand for Harley products and
services that must be purchased by the dealerships and distributors. If the dealerships and distributors do not meet the expected sales figures, the unsold
inventory must be relocated or liquidated. This brings about unexpected costs to the company and can result in insufficient market coverage for new
motorcycles and adversely affect customer relationships (Global Data, 2012).
Mixed Financial Profile. Harley's financial picture between 1986 and 2007 was nothing short of extraordinary but the recession in 2008 adversely
impacted the motorcycle market. Going into a detailed financial review is outside the scope of this paper but a review of Harley's key financial ratios
against industry averages indicates mixed results. Growth Rate data shows unfavorable comparisons: 5–year averages for growth rates in sales, net
income and dividends paid; all are unfavorable in the Leverage area: Debt–to–Equity ratio, Current ratio, Quick ratio and Interest Coverage; there is a
mix in the Equity area: Price–to–Sales is unfavorable, while Current Price–to–Earnings, Price–to–Cash Flow ratio and Price–to–Book are favorable. All
indicators are unfavorable in the Profitability area: Return on Equity, Return on Assets and Return on Capital are significantly below industrial
averages; and, a mix is found in

Essay on Harley Davidson International Management
I. Summary of the case study "Harley–Davidson – rockers' idol"
So, this case study is about Harley–Davidson, a brand of motorcycles and more precisely about its development since his foundation in 1903 by
21–year–old William S. Harley and 20–year–old Arthur Davidson.
So, in 2003, it was the celebration of the 100th birthday of the Harley–Davidson. And, in order to commemorate it, fans of this famous brand rode until
Milwaukee to see the parade of 10 000 Harley–Davidson motorcycles. Through this celebration, we can see how recognized this brand is for the owners
, or should I say fans. Indeed, this case also shows how the strategy and the marketing of Harley–Davidson are good; because Harley has fans and they
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This case study shows too that Harley's customers are not the "metal bikers" customers who used to be in the past. Indeed, Harley–Davidson attracts
now more profession such as lawyers or doctors about 45 years with a medium income level. And, according to customers, buying a Harley–Davidson,
it is like a dream and the possibility to be a part of the myth. The dream is about to escape the bored life riding a Harley–Davidson which is relaxing.
But, the brand stretching strategy of Harley–Davidson didn't have the expected effects. Indeed, products such as wine and cosmetics (with a
partnership with L'OrГ©al) have not a high volume of sales. However, products such as leisurewear and fashion ranges feel better.
So, the main issue of this case study is to know why Harley–Davidson has chosen different strategies according to markets, understand the idea of the
brand stretching strategy of Harley–Davidson, and also to give some recommendations and ideas for the marketing strategy of Harley–Davidson.
II. Strategy of Harley–Davidson
1. Marketing environmental analysis
First of all, Harley–Davidson has realized since the 80's an impressive marketing strategy giving to Harley–Davidson a brand name more than ever
recognized, even compared to its first 50 years.
Indeed, the strategy was not to focus on reducing the costs, or on the distribution improvement, but the main element was to create

The company Harley Davidson was discovered by William S. Harley and Arthur Davidson when they designed their first motorcycle in 1903. The first
dealership opened in Chicago in 1904. The mission of Harley Davidson is "We ride with our customers and apply this deep connection in every market
we serve to create superior value for all of our stakeholders." Some of the components of an effective mission statement are incorporated within the
mission statement. These components include the customer aspect, because the statement mentions the customer. Another is the market because the
statement states that the company strives to create a superior value in every market in which it serves. The company also has a value statement that can
probably... Show more content on Helpwriting.net ...
The company primarily targeted older men
4.Possibilities of increase in competitors entering the market
5.The average of customers is 42 years old and its growing
6.Some competitors have larger financial resources
Internal Strengths and Weaknesses
The strengths of Harley–Davidson include:
1.The company is very profitable in customization of the bikes.
2.The company is the only major heavyweight manufacturer of bikes in the United States.
3.The HOG (Harley Owners Group) is the largest motorcycle sponsored organization.
4.The company operates in two segments, the motorcycle & related products and Harley–Davidson Financial Services.
5.The company has a very strong brand name
6.The company is also known for its customer loyalty
The weaknesses of Harley–Davidson include:
1.The company is known for its high prices.
2.The production quality of the company is high.
3.The market share is decreasing in foreign countries.
4.The company has not expanded into India markets.
Managerial Suggestion

Harley–Davidson is a company that should use the support if its customers to grow and improve. The customers of Harley–Davidson are very loyal.
Unlike its competitors, many customers have tattooed the name or logo of the company on their bodies to show their support. Therefore, Harley
Davidson should really build on that and use it to their advantage. In addition, to the loyalty of the

Internal Analysis
Harley–Davidson Inc.
Internal Analysis
Group Members
Janneke Kanis
Christopher Klaesener
Jeroen Kwint
Annemiek Rensing
Hanqing Zhou
Foreword
As this was the first assignment we had to complete for the SMA class, we felt the need to put some additional information on top of the Internal
Analysis. The purpose of this report is to give an insight on the internal factors that influence the performance of Harley–Davidson. In the first chapter
our group decided to include a company history and a product description. Following that is the actual internal analysis.
In addition, it needs to be said that we thought about including a SWOT analysis, but decided to include it in the External Analysis. For a SWOT
analysis to be truly ... Show more content on Helpwriting.net ...
With an improved financial situation, Harley–Davidson began to introduce new motorcycle models, including a redesigned Sportster in 1988, the Fat
Boy in 1990, and the classically–styled Heritage Springer Softail in 1996 .
In 1993, Harley–Davidson made a joint venture, Harley–Davidson owns the majority, of the Buell Motorcycle Company and became one of the
premier racing and sport motorcycle companies in the world.
Nowadays, Harley–Davidson Motor Company has over 8,500 employees worldwide . The headquarters of Harley–Davidson is located in the birthplace
of the company, being Milwaukee, Wisconsin.
Harley–Davidson 's legend has lasted for more than one hundred years, what started in a shed in Milwaukee is now on of the most famous companies
in the world.

1.2Products and Services
Harley–Davidson offers products to complete the entire riding experience, including motorcycles, Motor Clothes, Apparel and Accessories, and
Genuine Motor Accessories. In addition they offer several interesting services for riders.
Motorcycles
Harley–Davidson has a clear understanding of the products that they want to offer to their target market. For this reason they do not produce scooters,
mopeds or motorcycles with engine displacements less than 651 cc and in addition they have chosen not to produce performance bikes and dirt bikes
either. Harley–Davidson offers primarily heavyweight motorcycles.

Harley's Strategy
Identify Harley 's strategy and explain its rationale.
Harley is a globally recognised brand firmly associated with large motorbikes with a historic emphasis on style, individuality and freedom rather than
on technology, speed or sports. From a segmentation view they belong in the heavyweight motorcycle market and are particularly strong within a
sub–segment of super heavyweight. Their bikes are strongest in the Cruiser motorcycle segment, feature in the Touring bikes segment (focus on their
style and image) and through acquisition of Buell, now have a presence in the Performance models segment. The Harley–Davidson image and the
customer loyalty earned and sustained by the unique В‘Harley Experience ' are its greatest assets.
The appeal ... Show more content on Helpwriting.net ...
Honda, in particular, are renowned for their engine technology and they can sustain continued engine innovation as they have a very large product
range to which engines are central and over which the costs can be amortised more easily.
Harley turned to their own strengths and organisational capabilities to achieve cost efficiencies and product / brand differentiation. By utilising
В‘Strategic Innovation ' they chose to establish competitive advantage through creating value for customers from novel experiences, product delivery,
customisation options and customer care. As a smaller organisation and one which adopted a non–hierarchical, team based structure, Harley
successfully engineered a transformation in employee commitment and job satisfaction which also helped the company sustain this competitive
advantage once it had been achieved. By ensuring that the В‘Harley Experience ' was kept to a very high level it proved impossible for imitators or
competitors to tap into the brand attractiveness. The sustainability of Harleys differentiation is less vulnerable to being overturned by changes in the
external environment and is more difficult to replicate. Harley differentiate on more than one plane В– their products certainly, but also their design,
marketing and customer interactions В– have you ever seen a group of Honda owners get together BECAUSE they are Honda owners ? Way to go
Harley.
How can Harley D. sustain and enhance it 's

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