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DAVIDSON
Submitted by-
Abhishek Pathak
Faraz Khan
Pratibha Yadav
Rahul Pandey
Sandeep Yadav
Shubham Sharma
•Type Public-1984, NYSE-1987
•Founded 1903
•Founder William S. Harley
Arthur Davidson
Walter Davidson
William A. Davidson
•Headquarters Milwaukee, Wisconsin, USA
•Key People James L. Ziemer (CEO)
Thomas E. Bergmann (CFO)
James A. McCaslin (COO)
Syed Naqvi (President, HDFS)
•Industry Recreational Vehicles
•Revenue ▲ 8.8 Billion USD (2008)
•Employees 9,700 (2006)
•Subsidiary Buell, HDFS
•Website www.harley-davidson.com
•In 2000,Buell introduces the Blast®, a single-cylinder motorcycle, for the 2000
model year. The Blast receives excellent reviews. It's introduced in tandem with the
Rider's Edge® Academy of Motorcycling, a beginner's rider course available through
Harley-Davidson and Buell dealerships.
•The VRSCA V-Rod® is introduced for the 2002 model year. Inspired by the VR-1000
racing motorcycle, the V-Rod is Harley-Davidson's first motorcycle to combine fuel
injection, overhead cams and liquid cooling, and delivers 115 horsepower.
•In 2003, more than 250,000 people come to Milwaukee for the final stop of the
Open Road Tour and the Harley-Davidson 100th Anniversary Celebration and Party.
•In 2004,Harley-Davidson,s touring and custom motorcycles were grouped into five
families: Sportster, Dyna Glide, Softail, Touring, and the VRSC V-Rod.
Hog members
Roadside Assistance
Exclusive Events - Club HOG
and State Rallies
CHAPTERS ACTIVITIES
.
HARLEY’S STRATEGY AND IMAGE
Harley-Davidson’s turnaround strategy including
improving product quality by adopting Japanese
management practices, abandoning a reliance on
advertising in favor of promotions at motorcycles
rallies, and improving its dealers network to broaden
its appeal to new customers.
After hearing complaints about dealers from Harley
riders at rallies and other bike events, Harley
-Davidson conducted a PILOT PROGRAM with two
dealers in MILWAUKEE that called the dealers to
build clean,
•HOG membership was that new motorcyclists could experience freedom of the
open road, much like a Hells Angel. This riding club is different from joining a
country club or other upper-income families' club.
•Baby boomers purchased Harleys because of a desire to feel “forever young”
•In fact, many Harleys competitor have claimed that Harley sells lifestyles, not
motorcycles.
•Most weekend bikers were quite different from the image they emulated. Hells
angles continued to be linked to organized crime into 2003 like drug trafficking,
murdering, theft of motorcycles and firearms. Harley-Davidson balanced its need
to promote freedom and rebellion, while distancing the company from criminal
behavior
PEST ANALYSIS
Political
Low taxation from U.S government could encourage Japanese & European
competition within the US.
Economic
Global recession is effecting economies world wide therefore HD has to
sustain its position in the market.
Social
More diverse lifestyles, Creating many Harley Clubs and academies
around the globe like Rider’s Edge.
Technological
New materials and other technologies are giving potential for innovative /
customized motorbikes.
Continued…
Legal
Different taxation method in different countries especially southeast Asia
where HD is facing legal issues due to excessive excise duty.
International
Volatile international market situation is restricting HD to capture new
markets.
Environmental
Noise and some emissions standards of HD bike is not up to the level of
some countries across the globe.
Demographic
Average purchaser of HD is mid forties married man with household
incomes averaging $78600 while only 9% of consumers are women.
Firm Infrastructure
Good Senior Management Has Transformed The Firm But It Remains Small
Compared To Global Competitors.
HRM
Excellent But No Skills or Abilities Outside US.
Procurement
Very Good Relationship With Streamlined Supplier Base, and New Brazil
Operations Can Reduce Cost Further.
Internal Rivalry
Power of Buyer ••Honda,
Honda, Yamaha,
Yamaha, Suzuki
Suzuki (( All
All POWER OF SUPPLIER
Japanese)
Japanese)
•Low power of customer as
as they
they are
are ••Out source Steel, Basic Electronics
Electronics
individual
individual ·Honda
·Honda mainly competing in U.S
U.S
·Assembly
·Assembly within the Company
Company
·Less
·Less no.
no. of
of Dealers
Dealers also
also rely
rely on
on ·Strategic
·Strategic Alliance
Alliance between
between Suzuki
Suzuki
individual customers and
and Kawasaki
Kawasaki ·Ease
·Ease of
of switching
switching suppliers
suppliers
Substitute Product
••Very
Very few
few substitute
substitute as
as luxury
luxury
bike.