Harley-Davidson is an iconic American motorcycle brand that has been in business since 1903. It has earned a loyal customer base of over one million members in its Harley Owners Group. While the U.S. market makes up 68% of its sales, Harley-Davidson sees opportunities for expansion internationally, including in Asia and Europe where the motorcycle market is growing. The company aims to renew itself and provide customers the best motorcycle experience without compromising quality through its mission and vision.

1. THE RIDER
MAHESH SHERKHANE

2. You might be a
biker if…
You haveyourmotorcycle parts inin your and use a bath towel to wipe it off.
Youpull put bike into the motelthe dishwasher.
carry a picture of your bike room wallet.
You can’t remember your
kids’ names or birthdays,
but you can remember that
Harley-Davidson made the
XR 750, XR 1000,Night Train
Evolution.

3. HARLEY DAVIDSON, THE MOTORCYLE
BRAND. IS AN EXAMPLE OF HOW
PASSION CONSUMERS HAS BEEN
INSTRUMDENTAL IN REFLECTING THE
LOYALTY TO THE BRAND.

4. Company Profile
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•
•
•
•
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Ranked 458 in fortune 500 list
Started in 1903
Founder : William Harley and Arthur Davidson
Founded in :Milwaukee ,U.S.
Earned loyal customers since 109 years
H.O.G.® - the Harley Owners Group®:- Over one million
members around the globe

5. History

6. Today

7. Mission
“Constantly renewing ourselves and offer our customers
the best motorcycle experience without compromising
the quality. To be branded as the best motorcycle
available in the world.”

8. Vision
HD believes, the key to success is to balance
stakeholders’ interests through the
empowerment of all employees to focus on

9. Values
These are our values.
They 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

10. Market Expansion
Asian Market
?
Focus on Europe
And Australia
Asian Market
i.e. Thailand
Taiwan
Potential Customers

11. Harley
in
India

12. Harley-Davidson + Buell Motorcycle +
Agusta
In 2003, the Buell Motorcycle Company became a
wholly-owned subsidiary of Harley-Davidson, the same
year that Harley-Davidson celebrated its 100th
birthday.
In August 2008, Harley-Davidson purchased the

13. Partnering – Ford,

14. STATISTICAL
DATA

15. Motorcycle and Related Products
Revenue Distribution
BY REGION
U.S.
3% 3%
EUROPE
4%
5%
JAPAN
17%
CANADA
AUSTRALIA
68%
OTHER

16. Motorcycle and Related Products
Revenue Distribution
BY PRODUCT LINE
MOTORCYCLES
PARTS & ACCESSORIES
29%
55%
12%
4%
GENERAL MERCHANDISE
OTHER

17. Harley-Davidson, Inc.
Motorcycles & Related Products
Revenue
DOLLARS IN MILLION
7,000
6,000
5,000
4,000
DOLLARS IN MILLION
3,000
2,000
1,000
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

18. Harley-Davidson, Inc.
Earning per share (EPS)
IN DOLLARS
3.5
3
2.5
2
IN DOLLARS
1.5
1
0.5
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

19. 651+ cc MOTOR CYCLE REGISTERATION
ACROSS WORLD
ALL VALUES IN PERCENTAGE
120
100
OTHERS
80
KAWASAKI
BMW
60
SUZUKI
YAMAHA
40
HONDA
HARLEY DAVIDSON
20
0
2007
2008
2009
2010
2011

20. Strengths and Opportunitie

21. Strong marketing
Product Quality
Brand Recognition
Supplier relationship
Distribution Channel
Wow Biking experience!

22. The international market
is now larger than the
U. S.
Women and younger
riders are
increasing, becoming
interested in bikes.
Industry registrations of
heavyweight motorcycles

23. Possible Strate
Expand into Foreign Markets
• Asia
• Europe
Product Development
• Expand Motorcycle line for
younger market
• Buell expansion