Buell Motorcycle Company

International Management - Class 6 - Year 2010/2011 STRATEGY AS POSITIONING “…the legend rolls on…” Harley Davidson brand operates in three traditional heavyweight markets: Custom, Touring and Sportster motorcycles. Buell operates in all of the sport markets (heavy or lightweight segment). MV Agusta operates in the sport markets (heavy or lightweight segment) in Europe. I would favor a more direct approach. You have been asked to assess the challenges that HD faces. But you begin

Situation Audit History The legendary motorcycle company, Harley-Davidson was founded in 1903, by William D, Walter, Arthur and William S. Harley right in their own backyard. By 1909, they had introduced the first V-twin engine, which is the company standard to this day. Harley-Davidson motorcycles were found to be useful during World War I, where they supplied 20,000 to the military. After this war, the depression threatened the motorcycle industry, and Harley-Davidson and Indian were

holder of motorcycles over 750cc in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products. Growth potential appears very good especially in the overseas market. Gaining a larger market share in these area may require a further increase in production and distribution capacities. We must plan for expansion now and continue to grow as a company. COMPANY DESCRIPTION

holder of motorcycles over 750cc in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products.      Growth potential appears very good especially in the overseas market. Gaining a larger market share in these area may require a further increase in production and distribution capacities. We must plan for expansion now and continue to grow as a company. COMPANY

Despite their conception in 1903, Harley-Davidson and the motorcycle industry as a whole didn’t really take off until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their civilian life. This generation known as the “baby-boomers”

address problems and causes within the Harley Davidson Company by using a strategic audit which will explain past, present and future trends within this organization. I. Current Situation A. Current Situation Excellent financials, low debt load, 2001 was the 16th consecutive year with record performance. Price/earnings ratio is positive. • World wide retail for 4th quarter 12.9% growth over year 2000. • Forbes named Harley-Davidson its "Company of the Year" for 2001. • Selected by Business Week

Arthur Davidson created their first Harley- Davidson in their family building. Harley-Davidson and the motorcycle industry wasn’t a big company until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves becoming the major supplier not only for the U.S. military but other allied forces as well during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their

The Harley-Davidson Motor Company was formed in 1903 by William S. Harley and the Davidson brothers (Walter and Arthur). The company started out slowly but once word got round that the Harley-Davidson was a reliable piece of machinery, more orders flowed in. Early on Harleys were exported to other countries. During World War I (1917-1918), Harley-Davidson produced 20,000 military motorcycles to serve the U.S. Allied forces. Again during World War II (1941-1945)

manufacture of motorcycles creates value as raw materials evolve into sellable products. The 40,000 square meter plant in Kansas City, Missouri is laid out in a fashion that permits the backward integration of components within the production facility. From the fabrication of parts to the production of engines onsite, a single V-Rod is

Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 ------------------------------------------------- Make a detailed SWOT Analysis of the Harley-Davidson Company, paying particular attention to the marketing mix (Product, Price, Promotion, Distribution, Personnel)