Harley Davidson was founded in 1903 in Milwaukee, Wisconsin by William and Arthur Davidson. It has since become an iconic American brand, known for its motorcycles and motorcycle culture. In its early history, Harley Davidson saw success supplying motorcycles to the U.S. military during World War 1. The company struggled under ownership by AMF from 1969 to 1981, but was bought back by executives and has since grown its brand through merchandise, bars, and other extensions beyond motorcycles. Currently, Harley Davidson has a 52% market share in the U.S. and generates over $6 billion in annual revenue with strong profits and shipments.

2. Introduction
Harley Davidson was founded in the year 1903.
It was founded by ‘William S. Harley’, and his brother ‘Arthur
Davidson’.
Its head quarters are located in ‘Milwaukee’, ‘Wisconsin’,
UNITED STATES.

3. HISTORY
In 1917 one-third of Harley Davidson motorcycles are sold to
the U.S Military.

4. 1969 Harley-Davidson merges with American Machine and Foundry
(AMF) a producer of leisure products.
1981 Senior executives buy back Harley-Davidson from AMF
1986 Harley-Davidson is listed on the American Stock Exchange for
the first time since 1969 when AMF purchased Harley-Davidson
1913 the first racing department was formed
1914 the company enters racing competition

5. COMPETITORS

7. SWOT Analysis

8. BRAND EXTENSIONS
Merchandise.
 Helmets
 Clothes (jackets)
 Mugs
 Collectibles
 Lighter
 Watches
BEER
BARS

9. PRODUCT EXTENSIONS
Motorcycles
Bike accessories.

10. MARKET SHARE
In U.S Harley Davidson has a highest market share with 52%.
The overall market share of Harley Davidson is around 20-
25%.
Its annual revenue for the year 2015 is 6 billion
dollars.

11. Harley Davidson’s net income for the year 2015
(jan. to dec.) is 752.21 million dollars.
Its shipments have been increased since last five
years.
By 2014, 267,999 new Harley Davidson bikes are
sold world wide.

12. Core competency
Technological innovations.
Engineering skills.
Quality assurance program.
The quality of its post-sales service, or its marketing.

13. Thank you
Y.Srikanth
SEC.- C
Roll no.- 15/146