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Strategic Analysis Strategic Analysis
Submitted to: Mr. BalrajSubmitted by: Rohit Agarwal (127)
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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.
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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.
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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
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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.
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Strong marketing
Product Quality
Brand Recognition
Loyal Customer Base
Strengths
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Price factor
Over-dependence on the U.S market
Limited manufacturing units
Weaknes s
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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
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Harleys ongoing capacity
restraints
Competitors of Harley
Davidson
Higher production Costs
Threat s
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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.
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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
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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%
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World Wide Revenue
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World Wide Revenue
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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
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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.
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Thank You