Harley-Davidson

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Harley-Davidson

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Presentation Transcript

Harley Davidson:

Harley Davidson Harley-Davidson, Inc. manufactures heavyweight (engine displacement of 651+cc) custom and touring motorcycles and related products. Harley is the only major American manufacturer of heavyweight motorcycles. Has about 8,800 employees. Harley-Davidson recorded its 19th consecutive year of record earnings in 2004. Fulfill dreams thorough the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments. An action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders. Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.

SWOT Analysis:

SWOT Analysis Opportunities - International heavyweight market ↑ Women and younger riders ↑ Market share in Europe and Asia ↑ Demand in US markets for bikes ↑ Supplies many American police forces Threats Average buying age is 42 years old & ↑ Customer loyalty in European and Asian Shifts in buyers needs and tastes Environmental protection laws and other govenment policies Strengths HOG has 430,000 members worldwide Operates in 2 principal business segments Allows owners to customize their bikes Strong relationships with suppliers and dealers Only major USA motorcycle manufacturer Weaknesses Facing ongoing capacity constraints Top Board of Directors are all man Lack of opportunity for advancement Leadership strategy council is comprised completely of vice presidents Lack of employee diversity External Internal

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Under U.S. Population (In Thousands) Gen Y Born 1977 – 1995 79 Million Gen X Born 1965 – 1976 49 Million Baby Boom Born 1946 – 1964 78 Million Source: U.S. Census Bureau 2004 78 49 79 Years Image and Appeal

Competitive Position:

Competitive Position Europe Market Share 8.1% Higher Price Asia/Pacific Market Share 25.8% Americas Market Share 48.1% World Market Share 31.9%

Delivering Profits:

Delivering Profits Improving the markets addressed Focusing on Europe & Asia Improving asset utilisation Rethinking the value chain Improving competitive position Through cost reduction & customization Expand Motorcycle line for younger market Other recreational vehicles Improving leadership Dedicated European & Asian team

Strategic implementation and desired results:

Strategic implementation and desired results Increase European sales revenue to 40% of Domestics in next three years while increasing domestic revenue at rate of 10% per year Revenue targets 08, 09 and 10 Domestic (in thousands) $4,627.06 (2008) $5,089.77 (2009) $5,598.75 (2010) International $2,128.58 (2008) $2,980.02 (2009) $4,172.03 (2010)

Recommendations:

Recommendations Increase diversity programming - Tour - Museum Explore opportunities for physical plant expansion into other geographic areas to increase labor pool US and International Increase sales to younger customer by expanding the Buell line

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Q&A