There is a full description and case study of the American legend Harley Devidson with there history,market share,balance sheet as well as lots more content.......

1. Presented by
karan verma

2. CONTENT
Introduction
Founders
History
Brand Extensions
Values
Organization Chart
Balance Sheet
Cash Flow Statement
Market Share
Introduction To India
Marketing Strategies
SWOT Analyses
Conclusion

3. INTRODUTION
• Harley Davidson is one of 5the best motorcycle
producer company in world. This company not only
produce motorcycle but also produce boat, t-shirt,
bag, leather Jacket ,helmet and kind accessories, etc
which are related to biking .It is an American legend
founded in 1903 Milwaekee,Wisconsin.Their main
motive is customer’s luxuries life style obviously that
show their freedom.

4. INTRODUTION
• Harley Davidson is one of 5the best motorcycle
producer company in world. This company not only
produce motorcycle but also produce boat, t-shirt,
bag, leather Jacket ,helmet and kind accessories, etc
which are related to biking .It is an American legend
founded in 1903 Milwaekee,Wisconsin.Their main
motive is customer’s luxuries life style obviously that
show their freedom.

5. FOUNDERS
William S. Harley
Arthur Davidson
Walter Davidson
William A. Davidson

6. Histo
ry

7. HISTORY
 1901–William S. Harley, age 21, completes a
blueprint of an engine designed to fit into a
bicycle.
 1903 –Corporation of William S. Harley with
Arthur Davidson (Walter) to form a company.
 1909 – First V-twin powered bikes, it became most
enduring icons of Harley Davidson history.
 1920 – HD dealerships spread across 74 countries.

8. HISTORY (contd.)
 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.
T o d a y … … … .
Harley is the only major American Manufacturer of heavy weight
motor cycles.
Have more than 15,000 employees.

9. Brand extensions
 Merchandise
• Helmet
• Boats
• Clothes (Jackets…)
• Mugs
• Collectibles….
• Lighter
• Watch
 Beer
• Bars

10. VALUES
– Values are the heart of HD business, they
guide our actions and serve as the
framework for the decisions and
contributions our employees make at every
level of the Company.
1. Tell the Truth.
2. Be Fair.
3. Keep Your Promises.
4. Respect the Individual.
5. Encourage Intellectual Curiosity.

11. Harley - Davidson presents two
new models in the year 2009 for
women

13. Yamaha
ORGANIZATIONAL CHART(2010)

14. Market share and financial analysis
BALANCE SHEET

15. HD CASH FLOW

16. MARKET SHARE
North American Market Share
Harley-Davidson 46.40%
Honda 20.20%
Suzuki 9.80%
Yamaha 9.30%
Kawasaki 7.10%
BMW 2.50%
Other 4.60%

17. OTHER MARKETS
• Targeting military personnel (18-30 year-old males)
o Differentiating & Positioning
 Focus on hands-on promotion
 Concerts
 T-shirts, water bottles
 Product placement and social media
 Customized military motorcycles
o Positioning: back to Harley's roots
European Market Share
• Honda 21.00%
• Yamaha 17.70%
• BMW 15.10%
• Suzuki 14.80%
• Kawasaki 8.50%
• Harley-Davidson 6.60%
• Ducati 5.70%
• Triumph 3.50%
• Other 7.00%
Asia/Pacific Market Share
• Harley-Davidson 21.30%
• Honda 19.10%
• Kawasaki 15.80%
• Yamaha 13.60%
• Suzuki 10.10%
• BMW 7.30%
• Ducati 6.90%
. Other 5.90%

18. HARLEY IN INDIA
• Subsidiary Head Office in Gurgaon,
Harayana, India
• Established in the year 2009.
• Introduces 11 customized vehicles
specially for India
• Setup its assembly unit at Bawal
Harayana
• Sponsoring H.O.G. as well as other
Rallies across India for promotion
activities.

19. MARKETING STRATEGIES
Harley Davidson mainly focuses on providing
personalized experiences to its customer for its
Brand loyalty through:-
•Customization
•Large Dealership Network
•“Learn To Ride” program
•Targeting various consumer section
•Various Events (like H.O.G.)

20. Strong marketing
Product Quality
Brand
Recognition
Trademark
Licensing
Supplier
relationship
Designer Store
Service
Distribution

21. Price factor
Brain drain
Reliant on few
suppliers
Market share
Ongoing capacity
constraints
Lengthy lead time
Weakness

22. Harleys ongoing capacity
restraints
Loss in domestic market
share in recent years
Competitors of Harley
Davidson
Environmental protection
laws
Higher production Costs
Recession
Threats

23. • Harley- Davidson have to change American culture and
helped the future of motorized vehicles.
• Must implement latest technology & facilities.
• Loyal customers are not sufficient for company to
survive.
• “it’s a journey but not a destination”
Conclusion

24. Thank You