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HARLEY DAVIDSON, THE MOTORCYLE HARLEY DAVIDSON, THE MOTORCYLE BRAND. BRAND. IS AN EXAMPLE OF HOW IS AN EXAMPLE OF HOW PASSION CONSUMERS HAS BEEN PASSION CONSUMERS HAS BEEN INSTRUMDENTAL IN REFLECTING THE INSTRUMDENTAL IN REFLECTING THE LOYALTY TO THE BRANDLOYALTY TO THE BRAND.
You might be a biker if…
Company Overview:We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences.
• Harley Davidson:
- class
- attitude
- aggression
- power
• “I would rather push a Harley
than ride a Honda”
A Biker’s Sign…
Company Profile
• Ranked 397 in fortune 500 list• Started in 1903 (More than 100 years,
a Century)• Earned loyal customers since 106
years• H.O.G.®- the Harley Owners Group®:
over one million members around the globe
History
Today
The Story
• 1901, William S. Harley, age 21, drew up plans-The engine was designed for use in a regular pedal-bicycle frame. His childhood friend Arthur Davidson labored on their motor-bicycle & was finished in 1903 with the help of Arthur's brother, Walter Davidson.
• Licensing-logo accounting for almost 5% of the company's net revenue ($41 million in 2004).
• 15,000 machines-military forces during World War I
• By 1920-largest motorcycle manufacturer in the world
• In 1921-first motorcycle ever to win a race at an average speed of over 100 mph (160 km/h)
• Supplies American police forces.
Harley-Davidson culture
• Harley Davidson Cafe theme restaurant located in Las Vegas
• H.O.G.®- the Harley Owners Group®: over one million members around the globe.1983-promote not just a consumer product, but a lifestyle
• 16,00,000 Facebook community members
• Video games
The Road to Sturgis, released for the Amiga in 1989 & also
Harley-Davidson: King of the Road.• Merchandising-Clothing
Mission
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.
HD, Inc. 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.
Vision
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 every level of the Company.
International Expansion
?Focus on EuropeAnd Australia
Asian Market Not Promising
Potential Customers
Key Considerations•Culture•Income
Asian Marketi.e. Thailand Taiwan
Harley
in India
Partnering – Ford, Porsche
Strong
marketing
Product Quality
Brand
Recognition
Trademark
Licensing
Supplier
relationship
Designer Store
Service
Distribution
Channel
Wow Biking
experience!
Strengths
The international
market is now larger
than the U. S.
Customers value
quality parts.
Women and younger
riders are increasing
becoming interested
in bikes.
Industry registrations
of heavyweight
motorcycles are
increasing.
Opportunitie
s
Price factor Brain drain Reliant on few
suppliers Market share Ongoing capacity
constraints Lengthy lead
time
Weakness
Harleys ongoing
capacity restraints
Loss in domestic
market share in recent
years
Competitors of Harley
Davidson
Environmental
protection laws
Higher production
Costs
Recession
Threats
Thank You