Harley Davidson is a motorcycle manufacturer founded in 1903 in Milwaukee, Wisconsin. It gained popularity during World Wars I and II and is known for its heavyweight touring and custom motorcycles. The company's mission is to fulfill dreams through motorcycling by providing an expanding line of motorcycles and branded products. To strengthen its brand, Harley Davidson focuses on differentiation, a long term business strategy, and just-in-time inventory policies. It aims to enhance profitability while providing a premium retail experience.
3. HARLEY DAVIDSON
Milwaukee, Wisconsin - first decade of the 1903.
William Harley & Arthur Davidson
Heavyweight custom and touring motorcycles.
Gained market during 1st and 2nd world war.
Automobile and Cycle Trade Journal – First paper
Advertisement.
3
6. MISSION/VISION
STATEMENT AND VALUES
Mission Statement:
"We fulfill dreams through
the experience of
motorcycling, by providing
to motorcyclists and to the
general public an
expanding line of
motorcycles and branded
products and services in
selected market segments."
Tell the truth - Be fair - Keep promises - Respect the
individual - Encourage intellectual curiosity
6
7. BRAND MANTRA
7
Enjoy the ride
"It's not the destination, it's the
journey.”
“Live to Ride, Ride to Live”
“The Road Starts here. It never
ends”.
“It's time to ride.”
“Until you've been on a Harley-
14. POD AND POP
Points of
difference
Harley-Davidson Owners
Group
Engine sound
American Heritage
Design
Selling points
Points of Parity
Technology
Quality
Performance
14
16. OBJECTIVES VS.
STRATEGIES ADOPTED
Differentiation
strategy
Long term
business
strategy
JIT inventory
policy
Value over
price
Enhance profitability &
productivity.
Shortening lead times.
Flexible manufacturing.
Premium retail experience.
Provide
support
Produce
product
Create
demand
16
17. INTERNAL ANALYSIS
Strengths
Robust Cash Flow
Strong brand image.
Relationship with the retailers
HOG - 750000+ world wide
Customizing bikes
Product quality
Weakness
Decreasing financial
performance
High price
Demand v/s supply
Difficult to attract and retain
employees
Attrition rate increased
17
18. EXTERNAL
ANALYSIS
Opportunities
International Heavy
weight motorcycle market
growing
European Demand for
Harleys has increased.
Asian economy is
opening up to imported
vehicles
Alliances with domestic
players are possible
Threats
Fuel prices are fluctuating
Average buyers age is 42
and above
Competition have larger
marketing resources
International importing
tax and increasing labor
cost
Currency value falling
drastically
18
19. RECOMMENDATIONS
Reinforce alliance with Asian distribution network
Create more attractive offerings at low interest
rates
Product development
Bring the heritage to the rest of the globe
Expand manufacturing facilities
Market to all age groups/make segments of
vehicles for each
19