Harley Davidson is one of the best known motorcycle producers in the world. It was founded in 1903 in Milwaukee, Wisconsin and has since grown to produce not only motorcycles but also various branded merchandise. While it has a very loyal customer base attracted to its promotion of freedom and lifestyle, Harley Davidson also faces challenges such as high costs, overdependence on the US market, and competition from other motorcycle manufacturers. To maintain its strong brand and market position, the company will need to continue innovating, expanding internationally, and attracting new demographic groups to riding.

1. Strategic AnalysisStrategic Analysis
Submitted to: Mr. Balraj
Submitted by: Rohit Agarwal (127)

2. Briefly Information of Company
Harley Davidson is one of the best motorcycle producer in world.Harley Davidson is one of the best motorcycle producer in world. ThisThis
company not only produce motorcycle but also produce boat,company not only produce motorcycle but also produce boat, t-t-
shirt,shirt, bag,bag, leather Jacketleather Jacket ,helmet and kind accessories,,helmet and kind accessories, etc.etc. ThanksThanks
to selection HD ,their customer’s life style obvious that show theirto selection HD ,their customer’s life style obvious that show their
freedom.freedom.

3. History of HD
In 1903
William S. Harley and Arthur Davidson make available to the public
the first production Harley-Davidson motorcycle.
In 1907
Harley-Davidson Motor Company is incorporated on September 17th.
The stock is split four ways among the four founders, and staff size has
more than doubled from the previous year to eighteen employees.
In 1969
Harley-Davidson merges with the American Machine and Foundry
Company (AMF), a long-time producer of leisure products.
In 1981
On February 26, thirteen Harley-Davidson senior executives sign a
letter of intent to purchase Harley-Davidson Motor Company from
AMF.
In 2009
Harley-Davidson announces expansion into India.

4. We fulfill dreams through the experience of motorcycling,
by providing to motorcyclists and to the general public an
expanding line of motorcycles, branded products and services
in selected market segments.
Mission

5. Visio
n
Harley Davidson, is an action-oriented, international
company, a leader in its commitment to continuously
improve our mutually beneficial relationships with
stakeholders (customers, suppliers, employees,
shareholders, governments and society). HD believes the
key to success is to balance stakeholders’ interests through
the empowerment of all employees to focus on value-
Harley Davidson, is an action-oriented, international
company, a leader in its commitment to continuously
improve our mutually beneficial relationships with
stakeholders (customers, suppliers, employees,
shareholders, governments and society). HD believes the
key to success is to balance stakeholders’ interests through
the empowerment of all employees to focus on value-

6. Strong marketing
Product Quality
Brand Recognition
Loyal Customer Base
Strengths

7. Price factor
Over-dependence on the U.S
market
Limited manufacturing units
Weakness

8. 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
are increasing.
Opportunities

9. Harleys ongoing capacity
restraints
Competitors of Harley
Davidson
Higher production Costs
Threats

10. Competitive advantage
• With only 5,900 full-time employees, Harley-Davidson is able to
provide each and every motorcycle with an advanced personalized
attention by each worker in the factory.
• The Harley Owners Group (HOG)- The HOG is community-building
efforts," serving to promote not just a consumer product, but a
lifestyle.

11. Harley-Davidson 46.40%
Honda 20.20%
Suzuki 9.80%
Yamaha 9.30%
Kawasaki 7.10%
BMW 2.50%
Other 4.60%
The following table details the market share
by region:
North American Market Share

12. 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%

13. World Wide Revenue

14. World Wide Revenue

15. Latest News about Harley
Davidson
Latest News about Harley
Davidson
 Aug 26, 2015 - Harley-Davidson recalls 10,580
units of the Street 500 and Street 750 cruiser
for a fuel pump issue.
 Apr 24, 2015 - Harley-Davidson is recalling
over 54,000 motorcycles in two separate
campaigns to repair faulty clutch master
cylinders and missing rear reflectors.
 Feb 5, 2015 - On May 1st, Matt Levatich will
take over as the next CEO of Harley-Davidson.
 Jan 17, 2015 - Harley-Davidson inks 75-year
deal with Sturgis to preserve rally

16. Conclusion
• Harley- Davidson have change American
culture and helped the future of motorized
vehicles.
• They must implement latest technology &
facilities.
• Loyal customers are not sufficient for
company to survive.

17. Thank You