Harley davidson analysis

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Harley Davidson Inc. was found in 1903 by William S. Harley and Davidson brothers- Walter and Arthur. Since then the company has produced the most recognized motorcycles in the world. The company has been named to Fortune’s list of “100 Best Companies to work for”. The company has also been ranked #3 in automotive quality behind Rolls-Royce and Mercedes Benz by Harris Interactive, a worldwide market research and consulting firm.

Harley-Davidson, Inc. is the parent company for the group of companies namely Harley-Davidson Motor Company, Buell Motorcycle Company and Harley-Davidson Financial Services. Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and offers a complete line of motorcycle parts, accessories, apparel, and general merchandise. Buell Motorcycle Company produces sport motorcycles. Harley-Davidson Financial Services provides wholesale and retail financing and insurance programs to Harley-Davidson dealers and customers.

 Jeffrey L. Bleustein is chairman of the board and CEO of Harley Davidson Inc..
 There are more than 1,300 Harley-Davidson dealerships in 48 countries worldwide.
 The company has employed 8,000 people worldwide and the corporate headquarters located in Milwaukee, Wis; East Toy and Tomawauk, Wis; York Pa; and Kansas City, Mo. Other key business operations are located in Chicago, III.; Franklin, Wis.; Talladega, Ala; Highland Heights, Ohio; Ann Arbor, Mich.; Carson City, Nev.; and Plano, Tex.
 Harley-Davidson maintains operation in strategic international markets throughout Europe, and in Brazil and Japan to support its worldwide dealer and distributor network.

Source of revenues for Harley Davidson :
- Selling motorcycles
- Harley Davidson financial service
- Parts and accessories



To dedicate, to grow value and strengthen the brand, Harley-Davidson deliver products and deliver the services that fulfill dreams.


To fulfill dreams through the experiences of motorcycling by providing motorcycles and to the general public an expanding line of motorcycles...

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...buyers (increased from 2% total sales before adopting to 9% in 2003). The company found that woman more likely to purchase after taking training course
 Financial service to make it more affordable


The company’s expansion plan of its York and Pennsylvania expects to allow the company to increase production to 400,000 units by 2007.


 Through dealerships
 Showrooms offer a large assortment of clothing items and accessories in addition to new motorcycles
 Dealers are responsible for operating showrooms, stock parts and accessories.
 161 dealers in Japan.
 50 dealers and 3 distributors in Australia and New Zealand.
 7 dealers in South East Asian and East market.


 Public listed company
 Quality system
 Strategy & planning are not clear
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