Escolar Documentos
Profissional Documentos
Cultura Documentos
•Type Public1984, NYSE1987
•Founded 1903
•Founder William S. Harley
Arthur Davidson
Walter Davidson
William A. Davidson
•Headquarters Milwaukee, Wisconsin, USA
•Key People James L. Ziemer (CEO)
Thomas E. Bergmann (CFO)
James A. McCaslin (COO)
Syed Naqvi (President, HDFS)
•Industry Recreational Vehicles
•Revenue ▲ 8.8 Billion USD (2008)
•Employees 9,700 (2006)
•Subsidiary Buell, HDFS
•Website www.harleydavidson.com
MISSION
We inspire and fulfill dreams around the world through Harley
Davidson motorcycling experiences.
VISION
HarleyDavidson, Inc. is a global leader in fulfilling dreams
and providing extraordinary customer experiences through
mutually beneficial relationships with our stakeholders.
VALUES
These are our values. They are the heart of how we run
our business. They guide our actions and serve as the
framework for the decisions and contributions our
employees make at every level of the Company.
Tell the Truth.
Be Fair.
Keep Your Promises.
Respect the Individual.
Encourage Intellectual Curiosity.
DEMOGRAPHICS
GENDER
Male
Female 2007
88%
12% 2006
88%
12% 2005
88%
12% 2004
89%
11% 2003
89%
11%
•HD has chosen the strategic direction of targeting a
younger market that is technologically conscious in order
to increase its share in the performance cruiser market
space.
•
•To target the younger market with the new product line,
the company has adopted the following marketing
objectives: to expand its current market (market
expansion), diversify its product line (product
diversification), and modify its marketing mix to target a
younger demographic.
•
•During the 1970's, HD was facing a decline in market
share due to increased competition with Japanese
companies. By phasing out weak models, becoming more
selective, and limiting sales and promotions, HD was able
to carve out a niche in the marketplace which it enjoys
today
•
Possible future strategies to increase market share :
•
•First, HD needs to expand its potential customer base to
include enthusiasts and nonenthusiasts males in the 3544
age group
•
•, HD needs to position the VRod to also appeal to first time
buyers of motorcycles. HD's strong brand identity can help
pull in new clients.
•
•Third, HD has to set an appropriate marketing mix that will
help attract a younger consumer base. By using the lowend
approach, which involves attracting a young audience to a
brand name product with a low price tag (similar to what
Jaguar and BMW have done), HD can expand its popularity
to the domestic and international market.
Marketing Mix Elements
•The product strategy is any decision that
helps the company continue to develop new
products around its signature American image
and positions the company in the market as
such. The main reason for the introduction of
the VRod was the need to create a bike that
would appeal to a younger demographic and
attain a greater market share for the company.
By using the lowend targeting method (as
discussed previously) with the introduction of
the VRod, this can be considered HD's first
step toward implementing its strategic and
marketing objectives.
Product
Motorcycles
Line
• •
Opportunity Threats
•
Historical Ratio Analysis
Ratios Analysis
1992 1993 1994
Liquidity ratio
current ratio (times) 1.57 1.75 1.88
Quick ratio (times) 0.81 0.86 0.94
Leverage ratio
Debt ratio (%) 44.30% 68.93% 41.39%
Interest coverage (times) -19.79 -84.00 3643.34
Profitability ratio
Net Profit Margin (%) 4.87% -0.98% 6.76%
Return on asset (%) 10.30% -2.04% 14.11%
Return on equity (%) 16.04% -3.66% 24.07%
Activity ratio
Account receivable (times) 11.86 14.15 10.75
Average collection period (days) 30.77 25.79 33.95
Inventory turnover (times) 8.57 6.28 6.46
Average sale period (days) 42.61 58.11 56.50
Fixed asset turnover (times) 4.31 4.88 4.62
Total asset turnover (times) 2.12 2.09 2.09
Net Sales and Net Income
Over the past several years, women have increasingly embraced the sport of motorcycling – seeking the freedom and adventure
associated with the open road, polished chrome and a sweet sounding engine. In fact, the number of women who have purchased
new HarleyDavidson motorcycles has tripled over the past 20 years, with women now accounting for nearly 12 percent of new
HarleyDavidson motorcycle purchases.
What Else Harley’s Doing to Inspire Women to Ride
HarleyDavidson’s We Ride is a comprehensive and inspirational overview on what a new rider or a woman interested in riding
needs to know about getting into the sport. It features information on how and where women can learn to ride with details on the
Rider’s Edge® New Rider Course, as well as the best way to fit a motorcycle for a woman’s ergonomic and functional needs. It also
includes tips on getting involved and staying active with riding groups, including inspirational stories from real women who have
answered the call of the open road. For more information, visit www.harleydavidson.com/womenriders.
HarleyDavidson dealerships across the country are also hosting womenonly Garage Parties to encourage them to get involved in
motorcycling. The HarleyDavidson Garage Party event provides a nonintimidating environment for women to learn more about
motorcycling and meet others who are interested in riding.
For more information about Share Your Spark, visit your local HarleyDavidson dealership or visit
www.harleydavidson.com/womenriders.
HarleyDavidson Motor Company, the only major U.S. based motorcycle manufacturer, produces heavyweight motorcycles and a
complete line of motorcycle parts, accessories and general merchandise. For more information, visit HarleyDavidson's Web site
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