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BAILLY Sophie CERCLAEYS Bertrand DESMERGERS Lilia GASPARD Virgile LAFITTE Pierre

“Live to Ride, Ride to Live”. BAILLY Sophie CERCLAEYS Bertrand DESMERGERS Lilia GASPARD Virgile LAFITTE Pierre. Summary. 1 Analysis of Harley Davidson 2 Analysis of the motorcycle market 3 Harley Davidson and the financial crisis 4 Recomendations. Harley Davidson INC.

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BAILLY Sophie CERCLAEYS Bertrand DESMERGERS Lilia GASPARD Virgile LAFITTE Pierre

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  1. “Live to Ride, Ride to Live” BAILLY Sophie CERCLAEYS Bertrand DESMERGERS Lilia GASPARD Virgile LAFITTE Pierre

  2. Summary 1 Analysis of Harley Davidson 2 Analysis of the motorcyclemarket 3 Harley Davidson and the financialcrisis 4 Recomendations

  3. Harley Davidson INC • An American manufacturer of motorcycle based in Milwaukee. • Sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway. • Motorcycles (popularly known as "Harleys") have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization that gave rise to the chopper-style of motorcycle. • Attracts a loyal brand community, with licensing of the Harley-Davidson logo accounting for almost 5% of the company's net revenue ($41 millions in 2004). • Supplies many American police forces

  4. Mission statement «  Wefulfilldreamsthrough the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and brandedproducts and services in selected segments »

  5. Line of products • Custom (60% in USA/ 14% in EU) • Touring (20% in USA/ 5% in EU) • *Performance (17% in USA/ 60% in EU) • Standards (2% in USA/ 60% in EU)

  6. Horizontal integration • In 2003, the Buell Motorcycle Company became a wholly-owned subsidiary of Harley-Davidson,the same year that Harley-Davidson celebrated its 100th birthday. • In August 2008, Harley-Davidson purchased the Italian motorcycle manufacturer MV Agusta.

  7. Entry to new Markets : Expansion to India • On April 12, 2007 at New Delhi, Harley-Davidson motorcycles will be allowed access to the Indian market in exchange for the export of Indian mangoes (tropical fruiting trees) • Its entry into the Indian market was restrained by the strict emission norms and high import duties voted by the Indian Government. (which doubled the cost of the motorcycle for the Indian consumer)

  8. A hugebranded image ”Until you've been on a Harley-Davidson, you haven't been on a motorcycle”

  9. The Harley Davidson experience : « Join the family » (Harley Davidson foundation)

  10. Swotanalysis

  11. Analysis of the motorcyclemarket • Market Value The global motorcycles market grew by 4.4% in 2005 to reach a value of $31.4 billion. • Market Value Forecast In 2010, the market is forecast to have a value of $39 billion, an increase of 24.4% since 2005. • Market Volume The market grew by 6% in 2005 to reach a volume of 24.9 million units. • Market Volume Forecast In 2010, the market is forecast to have a volume of 32.7 million units, an increase of 31.5% since 2005. • Market Segmentation Asia-Pacific is the world's largest motorcycles market, accounting for 41.3% of the global value.

  12. Harley Davidson and the financialcrisis • 1100 lay offs over next 2 years • Reduction of the benefitsat the fouth quarter of 2008 of 58% • 70% of the lay offs willintervene in 2009. Hope for saving 65 millions of dollars eachyear • Decrease of the production of the manufacture units and closure of one distribution unit in Wisconsin

  13. Recommendations • Reducedelays of distributions • Enter in the mopeds and scooters industries with a sub-brand • Develop a lowoilconsumptionproduct • Renew the image to adapt to the new consumer habits

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