Strategic Analysis Strategic Analysis

Submitted to: Mr. BalrajSubmitted by: Rohit Agarwal (127)

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. This This

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. Thanks Thanks

to selection HD ,their customer’s life style obvious that show their to selection HD ,their customer’s life style obvious that show their

freedom.freedom.

History of HDIn 1903

William S. Harley and Arthur Davidson make available to the public the first production Harley-Davidson motorcycle.

In 1907Harley-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 1981On 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.

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

Vis ion

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-added activities.

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-added activities.

Strong marketing

Product Quality

Brand Recognition

Loyal Customer Base

Strengths

Price factor

Over-dependence on the U.S market

Limited manufacturing units

Weaknes s

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.

Opportuni t i e s

Harleys ongoing capacity

restraints

Competitors of Harley

Davidson

Higher production Costs

Threat s

Competit ive 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.

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

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/Pacif ic 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%

World Wide Revenue

World Wide Revenue

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

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.

Thank You