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