This document discusses Harley-Davidson's goals to increase the percentage of women motorcycle riders from 12% to 25% by 2010. It outlines strategies like having female employees give lectures at events to persuade women to ride motorcycles themselves. It also proposes hosting training sessions and garage parties. A budget details costs for lectures and flyer distribution at annual motorcycle events throughout the year. The evaluation plan involves tracking sales, surveying at events, and measuring if the goal of increasing women riders to 25% is achieved.

1. Harley-Davidson: GetHarley-Davidson: Get
Out and RideOut and Ride
Jalon TurnerJalon Turner

2. History of Harley-DavidsonHistory of Harley-Davidson
 Harley-Davidson was createdHarley-Davidson was created
in1901 and incorporated in 1907in1901 and incorporated in 1907
 1917 one-third of all Harley-1917 one-third of all Harley-
Davidson motorcycles are soldDavidson motorcycles are sold
to the U.S. militaryto the U.S. military
 1918 half of all the sold Harley-1918 half of all the sold Harley-
Davidsons were to the militaryDavidsons were to the military

3. History of H-DHistory of H-D
 1969 H-D merges with1969 H-D merges with
American Machine and FoundryAmerican Machine and Foundry
(AMF) a producer of leisure(AMF) a producer of leisure
productsproducts
 1981 Senior executives buy1981 Senior executives buy
back H-D from AMFback H-D from AMF
 1986 H-D is listed on the1986 H-D is listed on the
American Stock Exchange forAmerican Stock Exchange for
the first time since 1969 whenthe first time since 1969 when
AMF purchased H-DAMF purchased H-D

4. Background of Harley-Background of Harley-
DavidsonDavidson
 1912 Japan was the first country1912 Japan was the first country
outside the U.S. to have H-Doutside the U.S. to have H-D
dealersdealers
 1913 the first racing department1913 the first racing department
was formedwas formed
 1914 the company enters racing1914 the company enters racing
competitioncompetition

5. Problems and GoalsProblems and Goals
 Men made up 88% of all salesMen made up 88% of all sales
in 2007in 2007
 Women made up 12 % thatWomen made up 12 % that
same yearsame year
 The goal of H-D is to get moreThe goal of H-D is to get more
women interested in H-D and towomen interested in H-D and to
get women in the driver seatget women in the driver seat
instead of being a riderinstead of being a rider

6. ObjectivesObjectives
 To raise the percentage ofTo raise the percentage of
women riders from 12% to 25%women riders from 12% to 25%
by the end of 2010by the end of 2010
 To educate womenTo educate women

7. AudienceAudience
 External audience will be theExternal audience will be the
primary focus for this proposalprimary focus for this proposal
 The wives of Harley-DavidsonThe wives of Harley-Davidson
riders who traditionally ride onriders who traditionally ride on
the backthe back
 The women who are scared ofThe women who are scared of
motorcyclesmotorcycles

8. Strategies and TacticsStrategies and Tactics
 Harley-Davidson femaleHarley-Davidson female
employees will have to doemployees will have to do
lectures at event persuadinglectures at event persuading
females to “Get out and Ride”females to “Get out and Ride”
 Harley-Davidson femaleHarley-Davidson female
employees will have to pass outemployees will have to pass out
flyers telling about trainingflyers telling about training
sessionssessions
 Hosting garage partiesHosting garage parties

9. Strategies and TacticsStrategies and Tactics
 Promote at Annual Events suchPromote at Annual Events such
as:as:
 Harley-Davidson Female RideHarley-Davidson Female Ride
DayDay
 1515thth
Annual Teddy Bear Ride inAnnual Teddy Bear Ride in
Trussville Alabama hosted byTrussville Alabama hosted by
Riders Harley-DavidsonRiders Harley-Davidson
 Rumble on Noble St. AnnistonRumble on Noble St. Anniston
AlabamaAlabama

10. CalendarCalendar
MayMay Harley-DavidsonHarley-Davidson
Female Ride Day,Female Ride Day,
National EventNational Event
AnnualAnnual
AugustAugust Rumble on NobleRumble on Noble
Street, Anniston, ALStreet, Anniston, AL
AnnualAnnual
SeptemberSeptember Ride for Kids: BarberRide for Kids: Barber
Motor Speedway,Motor Speedway,
Leeds, ALLeeds, AL
AnnualAnnual
NovemberNovember Teddy Bear RideTeddy Bear Ride
Trussville, ALTrussville, AL
AnnualAnnual

11. BudgetBudget
4 Lectures @4 Lectures @
$200.00 per$200.00 per
lecturelecture
$ 800.00$ 800.00
4 employees to4 employees to
pass out flyers forpass out flyers for
6hours, 4 times a6hours, 4 times a
year at regularyear at regular
employee pay rateemployee pay rate
Est. $18.00 per.Est. $18.00 per.
Hour. For anHour. For an
estimated totalestimated total
$432.00$432.00
TotalTotal $1232.00$1232.00

12. EvaluationEvaluation
 Harley-Davidson will keep trackHarley-Davidson will keep track
with all sales at local storeswith all sales at local stores
 Employees will take surveys atEmployees will take surveys at
eventsevents
