 Harley-Davidson is a major US motorcycle manufacturer that

sells its bikes worldwide through a network of more than Founded: 1903
1,400 dealers.
 Offers heavyweight cruiser and touring models, sports bikes,
Incorporated: 1981
and dual models that can be used on- and off-road.
Its six families of motorcycles include Touring, Trike, Softail,
H-D Street, Sportster, and its Customer Vehicle Operations Headquarters: Milwaukee Wisconsin,
(CVO) models. U.S.
 During the World War I was actually a boon Founder(s): Willam Harley, Arthur
Davidson, Walter Davidson, William A.
 In 1965 the company was bought by the American Machine Davidson
and Foundry Co. (AMF), a leisure equipment manufacturer CEO/Chairman: Jochen Zeitz
headed by Harley-Davidson fan Rodney C. Gott.

 In 1982, the company won an anti-dumping judgment from the Products: Motorcycle and Motor
International Trade Commission (ITC). Clothes

Production output(2019): 218,273

 Significant Timeline

1903 1914 1960

Williams S. Harley and Arthur Davidson
makes the first production of “Harley-
Davidson Motor Company” by
producing a bike made for racing with
the collaboration of Arthur’s brother
Walter
Side-cars are made available by Harley- The Harley-Davidson Topper Motor
Davidson, Clutch and brake pedals are Scooter is introduced and the only
now available on F-head singles and scooter platform the motor company
twins ever produced

The Harley-Davidson Motors becomes Harley-Davidson motorcycles are now

incorporated, expand its staff, start to available with 3 speed sliding-gear
recruit dealership, and expand in New transmissions with final and primary
England Region drive on the same side

1907 1915
 Significant Timeline

2014 2016 2019

Harley-Davidson Motors celebrates its 4 generations of Harley-Davidson motor 107 generations are produced since the
110th anniversary in Milwaukee where are made founding of the company which
volume of H-D motorcycle club represents the legacy of the brand
participated in the celebration

Harley-Davidson motors has been

awarded the “Best motorcycle dealership” 242,788 units are sold in 5 regions
Buffalo Award globally

2015 2017
Competitor’s
Analysis
Top Competitors

Founded: 1926 Founded: 1916 Founded: 1983

Bologna, Italy Munich, Germany Hinckley, England
Top Competitors

Founded: 1887 Founded: 1909 Founded: 1954

Hamamatsu, Hamamatsu, Medina,
Shizouka, Japan Shizouka, Japan Minnesota, U.S
Top Competitors

Founded: 1971 Founded: 1901 Founded: 2007

Valcourt, Medina, Eugene, Oregon,
Quebec, Canada Minnesota, U.S U.S
Top Competitors

Founded: 1934
Founded: 1955
Mattighofen, Founded: 1945 Founded: 1896
Noale, Italy Minato, Tokyo,
Upper Austria, Japan Tokyo, Japan
Austria
   Cruiser Sports bike Touring Big trike
Yamaha 4th 4th   3rd
Honda   3rd    
Ducati 1st 1st 3rd  
Kawasaki   5th    
Triumph 3rd   4th  

Table 1: BMW
Harley-Davidson
 
2nd
2nd
7th
2nd
1st
 
1st
Suzuki   6th 5th  
Types of Aprilia
KTM
 
 
 
 
 
 
 
 

motorbikes Indian
Arcimoto FUV
5th
 
 
 
 
 
 
2nd
Can-Am       4th
Polaris       5th
 200

180 173

160

Table 2:
140

120

100

Fuel 80

60 50
60 60 60
70 70 74

Consump
40 43.6 44
40 31.9 32
27.8
20

tion
0
r a 5 1 n 0 0 0 s 0 S 0
nge A
m lic 12 82 so 65 40 30 rie 30 G 10 U
V
Ra n- Re
p
R S e r v id m S R X se e l 10 T F
C a st a tro ys
- 90 eb 3 ill
e
ot
o
ar
is ce rili
a on -D -S aha rs 3 R G e v m
Po
l Ra A
p
ti
M rle
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iV am V
e
TM nd
a W on rc
i
S a a k Y i K o M V A
00 uc H zu ak H B ph
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R1 a w iu m
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In
  Lightweight Heavyweight

Yamaha #  
Honda #  
Ducati   #
Kawasaki #  

Table 3:
Triumph   #
BMW   #
Harley-Davidson
Suzuki
 
#
Classification of We
#
 
Aprilia # 
KTM #  
Arcimoto FUV # 
Can-am # 
Polaris #  
   Top Speed Motorcycle
Arcimoto FUV 75
KTM RC390 104
Yamaha YZF-R3 117
Table 4 : Can-Am
Polaris
118
130
Top Speed Harley-Davidson FXDR 114
Aprilia RSV4
160
177.7

Motorcycle Honda CBR 1000 RR

Suzuki Hayabusa (GSX) 1300R
178
188
2019 BMW 1000RR (S series) 190
Ducati Panigale V4 191
Kawasaki Ninja H2R 249
Triumph Infor Racket Streamliner 274.2
Indian 305.89
 Company Price
Yamaha Php 59,000 – Php 1,000,000+
Honda Php 47,700 – Php 1,880,000
Ducati Php 499,000 – Php 8,000,000
Kawasaki Php 130,000 – Php 1,640,000

Table 5: Triumph
BMW
Php 670,000 – Php 2,000,000
Php 260,000 – Php 6,500,000

Price Harley-Davidson
Suzuki
Php 573,000 – Php 4,000,000
Php 58,900 – Php 1,169,000

Range Aprilia
KTM
Php 675,000 – Php 2,000,000
Php 150,000 – Php 1,500,000
Indian Php 450,000 – Php 1,350,000
Arcimoto FUV Php 995,000 – Php 2,050,000
Can-am Php 425,000 – Php 1,250,000
Polaris Php 450,000 – Php 1,000,000
 Table 6: Annual Sales in 2018 and 2019
$160,000,000,000.00

$140,000,000,000.00

$120,000,000,000.00

$100,000,000,000.00

$80,000,000,000.00

$60,000,000,000.00

$40,000,000,000.00

$20,000,000,000.00

$-
 SWOT
ANALYSIS
STRENGTHS
 Superb Performance in New Markets

 High level of customer Loyalty and

Satisfaction
 Strong Dealer Community

 Strong Brand Reputation

 Successful track record of new products

  Sales Declined

 Narrow market group

WEAKNESSE
S  Financial Downfall

 Vintage-Classic Collector
Motorcycles
OPPORTUNITIES  Expansion to Foreign
Land
 New environmental
policies
 Introduction of new
technology
 Leveraging Development

 New customers from

online channel

 Expanding in
International Markets
  Aggressive Competition

 Alternative Motor Bikes

 Increasing Preference of
Electric Vehicles

 JMI Continues to Grow in

THREATS Global Market

 Age Bracket of Buyer

 Harley-Davidson Engines are

not the Best

 The Aftermarket Parts are

Limited
 STRENGTHS
1. Superb performance in new market
2. High level of customer loyalty and satisfaction
3. Strong dealer community
4. Strong brand reputation
5. Successful track record of New Products
OPPORTUNITIES
1. Expansion to foreign land
2. New environmental policies
3. Introduction of new technology
4. Leveraging development
5. New customers from online channel
6. Expanding in International markets
WEAKNESSES
1.Sales declined
2. Narrow market group
3. Financial Downfall
4. Vintage-Classic collector motorcycles
THREATS
1. Aggressive competition
2. Alternative motorbikes
3. Increasing preference of electric vehicles
4. JMI continues to grow in global market
5. Age bracket of buyer
6. Harley-Davidsons engines are not the best
7. The aftermarket parts are limited
Recommendation
1 2 3 4
Enhance Global Political Affairs Innovate The
Productivity must be settled Products for Management
New and must be Straight
Existing Market in every Aspects
 Enhance Global Political Affair must be Innovate Products for The Management Must
Productivity Settled New and Existing be Straight in every
market Aspect

Established a good Harley-Davidson Electric Vehicles are now The management should

Action Plan productivity foundation in

Europe and Asian
countries
Motorcycle company must
have and agreement to the
United State Government
a thing; Harley-Davidson
should make a research
and develop a new model
have options in to make
their sales on account
liquidate for a short period
using electric powered of time
engine

Build New Facilities Shipments of the company Make some racing Focus on long -term
within each projected must flow hassle free in fashioned motorcycle returns for future inflows
Country for individual other countries market model aside from the of sales
production of motorcycle sportster which can be
to avoid conflicts in appealing for younger
importation of motor parts market
and motorcycle itself

Partner in Various Innovate the vintage- Avoid over-spending on

dealership in Europe and classic bikes to be more parts and materials which
Asian Territory modern to make nostalgia will be stored in the
with the existing market inventory section for a
equipped with new long time. Use Just-in-
technology Time inventory system to
make the production more
efficient