Harley Davidson : Fulfilling Dreams Of Personal Freedom

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Harley-Davidson (HD) has been around since 1903 and continues to thrive in the heavy duty motorcycle industry. HD’s Return on Investment was 9.67% in the fourth quarter of 2015, which is below the average of their normal ROI. Harley-Davidson lost some revenue in 2015 compared to 2014, by 230,000 dollars. This decrease in revenue could be tied to investments they made, as their total assets increased by just over 450,000 dollars. Harley’s current market share is running around 46 dollars per share. HD’s profitability has been on the decrease due to the increase of manufacturing cost, unfavorable product mix, and currency headwind. The mission of Harley-Davidson is: “Fulfilling dreams of personal freedom is more than a phrase. It’s our purpose and our passion. We bring a commitment of exceptional customer experiences to everything we do – from the innovation of our products to the precision of our manufacturing – culminating with our strong supplier and dealer networks.” This mission is very clear and incorporates everything Harley-Davidson believes in achieving. Harley is the one of the few manufacturers of heavy duty motorcycles and their objectives are to lead in every market, grow motorcycling in the United States, grow sales at a faster rate, increase earnings faster than revenues, and to outperform the S&P 500. Harley-Davidson bases their generic competitive strategy on Porter’s Five Forces model, and they also have an intensive growth strategy that they

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