Nichole Dunaway MGT 304 April 18, 2013
Part I

SOCIOCULTURAL
Harley-Davison, Inc. (HOG) has been in business since 1903. During those years HD has had the opportunity to provide transportation vehicles in World War 1 (WWI), World War II (WWII), Vietnam, and even in the most recent wars in the Gulf. About one-third of H-D's production during WWI went to the military. Harley-Davidson motorcycles were used for a variety of wartime efforts, including courier and dispatch services.
The Harley-Davidson Foundation seeks to meet the basic needs of the communities where they work, improve the lives of their stakeholders and encourage social responsibility. Established in 1993, The Foundation pursues partnerships with charitable organizations focused on education, health and the environment.
Support for Muscular Dystrophy Association (MDA) began in 1980 and since then, the Harley-Davidson family of customers, dealers, suppliers and employees has raised more than $65 million to aid research and program services for children and adults with muscular dystrophy. The funds raised support life-saving research, comprehensive medical care for children and adults with neuromuscular disease, and MDA summer camps.

ECONOMICThe Harley-Davidson Foundation seeks to meet the basic needs of the communities where we work, improve the lives of our stakeholders and encourage social responsibility. Established in 1993, The Foundation pursues partnerships with charitable organizations focused on education, health and the environment. For more information, see www.harley-davidson.com The Harley-Davidson Foundation seeks to meet the basic needs of the communities where we work, improve the lives of our stakeholders and encourage social responsibility. Established in 1993, The Foundation pursues partnerships with charitable organizations focused on education, health and the environment. For more information, see www.harley-davidson.com Consumer: Harley-Davidson recently reported newly available U.S. demographic market share data for 2012 new street motorcycle sales showing the company continued its market leadership in the U.S. among young adults 18-34, women, African-Americans, Hispanics, and Caucasian men 35-plus. According to the Polk data, in 2012, for the fifth straight year, Harley-Davidson was the number one seller of new street motorcycles in the U.S. to each of these groups. Sales of new Harley-Davidson motorcycles in the U.S. grew in each of these demographic segments last year, Harley-Davidson sold nearly twice as many new street motorcycles to young adults as its nearest competitor in 2012. Domestically and abroad: Dealers in the U.S. sold 34,706 new Harley-Davidson motorcycles in the quarter, which was down 12.7% compared to the year before. In international markets, dealers sold 19,548 new Harley-Davidson motorcycles during the first quarter, compared to 19,915 motorcycles from the year before, with sales up in the Asia Pacific region and up in the Latin American region, but did experience a down the in the EMEA and Canadian regions.
Competitor: There is no direct competitor comparison for Harley-Davidson, Inc. The ones that were listed as possible competitors are (1) Triumph Motorcycle Limited; (2) Ultra Motorcycle Company, Inc.; and (3) Viper Motorcycle Company. All were listed as privately held companies also.
Per an article found online, Polaris, based in Medina, Minn., 20 miles from Minneapolis, is known for snowmobiles, jet skis, and all-terrain vehicles. A newcomer to motorcycles, it entered the field with Victory just 14 years ago. Yet with aggressive pricing, it has passed Honda, Yamaha, Kawasaki, and Suzuki to become the No. 2 seller of the biggest heavyweights (engines 1400 cc. and up) behind Harley. Analysts were recently shown a presentation comparing two big V-twin bikes, Victory's Boardwalk vs. the Harley Softail Deluxe. The Boardwalk carries a list price $1,650 less than the $17,149