The document is a comprehensive case study on Harley Davidson, covering its history, SWOT analysis, competition, and strategies for success in the global motorcycle market. Key points include their mission and vision, the evolution of the brand from its inception, and the challenges it faces including market competition and capacity restraints. The document also outlines their distribution network, which includes numerous dealerships across various regions.

1. Prepared By:
Sushil Prasad Sharma
Submitted To:
Lec. Krishna Raj Bhatta

2. Case Study on Harley davidson Motorbike
 Introduction
 History
 The SWOT Analysis
 Competition in Global Market
 Strategy to Success
 Distribution and Sales

5. The statements
Mission:
 We fulfill dreams through the experiences of
motorcycling, bike providing to motorcycles and to
general public an expanding line of motorcycles and
branded products and services in selected market
segments.
Visions:
 Harely Davidson is an action oriented, international
company a leader in its commitment to continuously
imporved its beneficials relationships with stakeholders.

6. The history of harley davidson
 1991: William Harley age 21 and friend Arthur Davidson
started company in backward stand.
 1993: William Harely and Arther Davidson make available to
the public the first production Harely Davidson motorbike.
 1904-1940: Prduction increase to the right motercycle. it is
the largest motorcycle manufacture.
 1941-1944: Normal sale for military purposes.
 1945-1969: World War-ii ends and HD produced almost
90000 for military use.
 1969-2000: Normal activities.
 2003: Harely Davidson introduced lightning XB59.
 2007: Harely Davidson financial services financced 50% of
new HD motorcycles retiled by independent dealers in the US.

7. The SWOT Analysis
Strengths:
 Domestic and international market share.
 Financial status.
 Product quality.
 Strong brand loyalty.
 H.O.G.s(Harely Owners Group) and B.R.A.G.(Buell
Riders Adventure Group).
 Strong distribution network.

8. Weaknesses:
 Harely Davidson doesn’t emphasized price its
products.
 Harely Davidson has had difficulty gaining market
share in some european countries.

9. Opportunities:
 The international heavy weight market is growing and almost as
large as the US heavy weight market.
 The European demand for Harley Davidson is the highest in the
international market and represents the single largest motorcycle
market in the world.
 Women and younger riders are increasingly becoming interested in
bikes-Japan has more female H.O.G members.
 Alliances with other automobiles are possible.
 Industry registration of domestic heavyweight motorcycle are
increasing.
 Market share are increasing in Europe and Asia for the last few
years.
 Increasing demand in US markets for motorcycle.
 Customer value quality parts and accessories.


10. Threats
 Harely ongoing capacity restraints caused a shortage of
supply and a loss in domestic market share recent year.
 Harely average buying age is 46 year old an increasing.
 Some competiton in HD have larger financial and
marketing resources and they are more diversified.
 Shift in buyers needs and testes.
 Customer loyalty in Europe and Asian countries.
 Cost could become expensive from international
importing- for example- in India 60% tax on total cost
for importing an automobile an 30% road tax.

11. 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 manufactures had in
attractive price sensitive european market.

12. Harley Davidson’s strategy to successfully
compete in motorcycle industry
 After LBO company felt need to rebuilt from the ground up.
 Products were unreliable and had poor performance in relation to
less expensive Japanease motorcycle.
 Greasy, run down shops.
 Management realized that a strong alliance to harley brand by many
bikers was their only strength.
 Market research to know customers- negative feedback.
 Adopted Japanease management practices.
 Improve dealer network.
 Promotion at bike raillers.
 1400 dealers- 75% space for accessories and earned 25-40% of their
earnings from the sales of apparel and accessories.
 Pilot program- clean and attractive showrooms to showcase
Harley’s improved motorcycles.

13. Distribution and Sales
 US- 684 independently owned full service Harley
dealership .In addition had 104 secondary retail
locations,68 Alternate Retail Outlets and 12 secondary
Retail Outlets.
 European Countries(32)-370 Harley Davidson
dealership.
 Asia Pacific-130 independent dealership in Japan, 49
independent Harley Davidson dealership in Australia
and New Zealand,
 Latin America-12 countries served 31 independent
dealerships.
 Canada-75 independent HD dealerships.