Harley-Davidson SCREAMIN` EAGLE Harley Davidson ... - evedevil
Harley davidson
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Transcript of Harley davidson
Presented bykaran verma
CONTENT
IntroductionFoundersHistoryBrand ExtensionsValuesOrganization ChartBalance SheetCash Flow StatementMarket ShareIntroduction To IndiaMarketing StrategiesSWOT AnalysesConclusion
INTRODUTION• Harley Davidson is one of 5the best motorcycle
producer company in world. This company not only produce motorcycle but also produce boat, t-shirt, bag, leather Jacket ,helmet and kind accessories, etc which are related to biking .It is an American legend founded in 1903 Milwaekee,Wisconsin.Their main motive is customer’s luxuries life style obviously that show their freedom.
INTRODUTION• Harley Davidson is one of 5the best motorcycle
producer company in world. This company not only produce motorcycle but also produce boat, t-shirt, bag, leather Jacket ,helmet and kind accessories, etc which are related to biking .It is an American legend founded in 1903 Milwaekee,Wisconsin.Their main motive is customer’s luxuries life style obviously that show their freedom.
FOUNDERS
William S. Harley
Arthur Davidson
Walter Davidson
William A. Davidson
History
HISTORY 1901–William S. Harley, age 21, completes a
blueprint of an engine designed to fit into a bicycle.
1903 –Corporation of William S. Harley with Arthur Davidson (Walter) to form a company.
1909 – First V-twin powered bikes, it became most enduring icons of Harley Davidson history.
1920 – HD dealerships spread across 74 countries.
HISTORY (contd.) 1955–Harley-Davidson produces almost 60,000 WLA models
during the war for military use. 1987 – Entered into American & New York stock exchanges. 1998–A new assembly facility opens in Manaus, Brazil, the first
operations outside of the U.S. 2001 – Two big plants constructed in Milwaukee & Kansas cities. 2004–HD recorded its 19th consecutive year of record earnings 2009– Harley-Davidson announces expansion into India.
To d a y … … … .Harley is the only major American Manufacturer of heavy weight
motor cycles.Have more than 15,000 employees.
Brand extensions Merchandise
• Helmet• Boats• Clothes (Jackets…) • Mugs• Collectibles….• Lighter• Watch
Beer• Bars
VALUES– Values are the heart of HD business,
they guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company.1. Tell the Truth. 2. Be Fair. 3. Keep Your Promises. 4. Respect the Individual. 5. Encourage Intellectual Curiosity.
Harley - Davidson
Harley - Davidson presents two new models in the year 2009 for
women
Yamaha
ORGANIZATIONAL CHART(2010)
Market share and financial analysis BALANCE SHEET
HD CASH FLOW
MARKET SHARE North American Market Share
Harley-Davidson 46.40%Honda 20.20%Suzuki 9.80%Yamaha 9.30%Kawasaki 7.10%BMW 2.50%Other 4.60%
OTHER MARKETS• Targeting military personnel (18-30 year-old males)
o Differentiating & Positioning Focus on hands-on promotion
Concerts T-shirts, water bottles Product placement and social media Customized military motorcycles
o Positioning: back to Harley's roots
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%
HARLEY IN INDIA• Subsidiary Head Office in Gurgaon,
Harayana, India• Established in the year 2009.• Introduces 11 customized vehicles
specially for India• Setup its assembly unit at Bawal
Harayana• Sponsoring H.O.G. as well as other
Rallies across India for promotion activities.
MARKETING STRATEGIESHarley Davidson mainly focuses on providing personalized experiences to its customer for its Brand loyalty through:-
•Customization•Large Dealership Network•“Learn To Ride” program•Targeting various consumer section•Various Events (like H.O.G.)
Strong marketingProduct Quality Brand
Recognition Trademark
Licensing Supplier
relationship Designer Store
ServiceDistribution
ChannelWow Biking
experience!
Strengths
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
• Harley- Davidson have to change American culture and helped the future of motorized vehicles.
• Must implement latest technology & facilities.• Loyal customers are not sufficient for company to
survive.• “it’s a journey but not a destination”
Conclusion
Thank You