SUBMITTED BY: AMIT KUMAR ANAMIKA KUMARI ANKITA MAZUMDER RICHA ASRANI REKHA PRASAD

It is a story no one on earth could have made up.

Lets have a look at the journey of one of the greatest companies on the planet.
The unruly HARLE DAVIDSON

Founded in Milwaukee, Wisconsin , during the first decade of the 20th century. The company sells heavyweight (over 750 cc) motorcycles designed for cruising on highways. They are especially noted for the tradition of heavy customized bikes. Brand and logo accounts for $40 million (0.8%) of the company's net revenue.

BEGINNING:
In 1901, The engine was designed for use in a regular pedal-bicycle frame

Harleys had already been used by the military in

the Pancho Villa Expedition but World War I was the first time the motorcycle had been adopted for combat service. By 1920, Harley-Davidson was the largest motorcycle manufacturer in the world. Their motorcycles were sold by dealers in 67 countries.

In 1969, because of streamlined production, and slashed workforce, reduced the quality of bike. The bikes were expensive and inferior in performance. Sales and quality declined, and the company almost went bankrupt, resulted in Mockery of its name. In 1981, they sold the co. and they implemented the just in time system.

In 1987 Harley Davidson gets listed on

the New York stock exchange.

Starting around 2000, several police

departments started reporting problems with high speed instability on the Harley-Davidson Touring motorcycles.
Celebrates 100th anniversary in the yr

2003.

STRENGHT:

There are approximately 70% market share in relation to the market for heavyweight motorcycles. Provides financial services. The only American brand manufacturers of heavyweight motorcycles. Has a strong brand and is well established in the consumers mind with the image of freedom and strength. Custom Motorcycles is a significant amount of revenue for Harley Davidson.

Harley-Davidson, he joined the New York Stock Exchange as the HOG (Harley Owners Group), is well known for its motorcycles, which also represent the American spirit and image. Founded in the early time of 20. It is also known to survive the Great Depression. The firm provides heavyweight motorcycles specially designed for cruising.

 Excellent relationship with the supplier, so that the integrity of the work and performance is achieved without the expense of quality. The company admits SNBC (Breast Cancer Network of Strength), And compatible with the MDA (Muscular Dystrophy Association). Enlisted in the Fortune 500. Customer loyalty first and foremost strength of the company (Once a customer buys a motorcycle, jacket, scarf, etc become a part of it).

WORLD MARKET SHARE : 31.9%

AMERICA ASIA PACIFIC : 48.1% : 25.8%

EUROPE

: 8.1

WEAKNESS: They are charging high Price from customers. Loss of market share steadily, especially in the European market. Analyze future production needs heavyweight bike is weak, because the required production quantity is not met. Poor marketing techniques that is not attracting new customers in the international market.

OPPORTUNITY: The demand for Harley Davidson is the highest in Europe on the international market. It must market their products more competitive, especially in the European market. India is a large untapped market for motorcycle too. Women and young people are more inclined to ride a bike. International market for bicycles is much larger than the U.S. market. Even in regions where the economy is at a low level, Harley may take the opportunity by the thought of customers in that situation, a bicycle is a cheaper way to travel, which would be favorable for the Harley.

THREAT: Capacity constraints and supply shortages have anticipated the loss in recent years. Increased environmental regulations Increased standards in the European market. Some of the competitors of the company is using more resources in marketing their product line (bicycles) and is a threat because it can change your risk factor for having diversified product line. Because of the low cost of making a bike and the higher profit margin, it is clear that more competition can participate, especially those already in the car manufacturing market.

Brand awareness: Known in heavy weight bikes Brand image: Rough and tough image, masculine. Brand association: Rugged look, customized, ref point in Heavy weight bikes.

Perceived Quality: Known for its high quality and speed

Brand Loyalty: Generation of customers, financial assistance to retailer

 High quality and unique style in heavyweight motorcycles . Customized

bikes.
Into riding accessories , collectibles and riding apparels. Financial services.

Product development , innovative marketing , state of art manufacturing

strategies.
Redefine segment.

Targeting new segment like women by launching lightweight bikes.

Should come up with lots of advertisement. Should come up with loyalty programs. As being focused on quality therefore this element should be used in advertisement.

In August 2009, Harley-Davidson announced plans to enter the market in India, where, according to press releases, it expected to start selling its

motorcycles in 2010.
It has so far launched 5 range of bikes Sportster, Dyna, VRSC, Softail and CVO. Price range is 3,495,000 to 695,000 rupees. It has 5 dealers in Delhi, Mumbai, Bangalore, Hyderabad and Chandigarh. It has showcased its bikes in AUTO-EXPO( New Delhi). Going for northern H.O.G rally from 21st April to 22nd April.