HARLEY DAVIDSON
KEISER UNIVERSITY
ILKA CALIMAN
5/29/2013

HARLEY DAVIDSON
Introduction/thesis:
In 1953, following the demise of its last American competitor, Indian (Hendee Manufacturing), Harley-Davidson becomes the sole producer of motorcycles in the United States. I. The Harley-Davidson Motor Company had a small beginning, but has risen to unimaginable success. A. The supports of outrageously loyal owners have allowed the company to struggle but maintain its composure. 1. When and where was the company first established? 2. Who were the founders of Harley Davidson Company? 3. How long has the company been in existence? B. Besides their main business of building and selling motorcycles, they have began to offer financing and insurance through Harley-Davidson Financial Services 1. What are their visions? 2. What are their missions? 3. What are their foundations, categories, and guidelines? II. Harley-Davidson Inc. will try to achieve this goals by paying “vigorous attention to the fundamentals A. The fundamentals are: : product development, innovative marketing, and state-of-the-art manufacturing strategies 1. Product development of Harley Davidson. 2. Innovative Marketing of Harley Davidson. 3. State-of-the-art manufacturing strategies. B. INDUSTRY AND COMPETITIVE MARKET 1. The industry under study is the motorcycle industry consisting of five major manufacturers: one American (Harley Davidson), and four Japanese. 2. Most companies market their motorcycles and accessories on a worldwide basis, handling international trade through foreign distributors and domestic sales through franchised outlets. 3. Industry sales of motorcycles were shrinking in the early l990s because of the recession and the competition from computers and electronic products decreasing consumer’s income. III. The swott analysis of the company A. Strengths: Largest by volume, cheapest in core market, wide range, and great platform. B. Weakness: Customer support, no distribution rights, lack of focus, capacity to expand C. Opportunities: eBooks gaining market, book sales increasing year on year D. Threats: Technology impacts traditional book sales E. Trends: These trends lead us to assign a Sell rating to Harley-Davidson and a near-term price target of $50 a share. IV. Conclusion: Harley-Davidson Inc. is working. And it is growing and evolving not only to stay in the market but also to be a winner.

HARLEY DAVIDSON In 1953, following the demise of its last American competitor, Indian (Hendee Manufacturing), Harley-Davidson becomes the sole producer of motorcycles in the United States. “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”, Harley-Davidson Inc. mission states. Harley-Davidson Inc. is a company that has survived through the years having to face different problems such as internationalization, foreign competence and financial problems. But during the 90's Harley-Davidson Inc. has been able to use its outstanding products and strong brand name to rebuild itself as a flexible and modern company able to compete against bigger makers and succeed. Harley-Davidson Inc. proudly produces high quality, unique style heavyweight motorbikes and is the reference point in its segment. Harley-Davidson Inc. also commercializes parts, accessories and financial services to complement its main production line: Motorcycles. (Kike, 2010)
The Harley-Davidson Motor Company had a small beginning, but has risen to unimaginable success. The road to success has not been simple and the company has been faced with many hardships. The supports of outrageously loyal owners have allowed the company to struggle but maintain its composure. Harley's top management has implemented plans to