HARLEY DAVIDSON Essay -- essays research papers

EXECUTIVE SUMMARYHarley-Davidsonis the largest market portion out holder of motorcycles everyplace 750cc in the UnitedStates. afterward the expansion of our production and distribution capacity, wewill be in the position to meet the increasing demand for our motorcycles andother products. festering potential appears very good especially in the overseasmarket. Gaining a larger market sh are in these area may require a furtherincrease in production and distribution capacities. We must plan for expansionnow and continue to grow as a company. COMPANY renderingIn Milwaukee,William Harley, 21, and Arthur Davidson, 20, began experiments on taking thework out of bicycling. They were soon joined by Arthurs brothers, Walter andWilliam. Many changes were made to the engine design before its builders weresatisfied. After the new looped from was finalized, they were ready to beginproduction. In 1903 they produced three motorcycles. Harley-Davidson erectedits first building the current Juneau avenue site in 1906 and incorporatedin 1907. In 1907 Harley-Davidson produced 150 motorcycles.SITUATION ANALYSISThemotorcycle market over 750cc has been increasing over the last five years.The Harley-Davidson 1996 model year production line, sold though a instauration widenetwork of more than 1,000 dealers, includes 20 cruiser, factory custom andtouring motorcycles, as well as police motorcycles. Harley-Davidson benefitsform having one of the worlds most recognized and respected brand names andour motorcycle model names are among the best known in the industry The competitor and Market shareThis chart shows the competition and marketshare for 1995 in the United StatesCurrent Market SituationOverallNetsales for 1995 of $1.4 one thousand million were $191.6 million, or 16.5%, higher than netsales for 1994. Net income and earnings pershare from continuing operationswere $111.1 million and $1.48, for 1995 as compared with $96.2 million and$1.26, for 1994. Net income and earnings per share from discontinued operationswere $1.4 million and $.02, for 1995 as compared with $8.0 million and $.11,for 1994, which included a $4.6 million, or $.06 per-share, one-time tax benefitrelated to the legal reorganizat... ...Harley-Davidson dealerships), bringing the year-end centre to approximately150. In 1996, the Buell team will complete its study of the European sport/performancemarket, which is four times larger than its U.S. counterpart, to prepare fora mathematical future launch there. PromotionThe majority of our advertisingcomes from bike rallies and special events that are held that are held acrossthe United States. Our Rallies draw between 5,000 and 200,000 people. The majorityof the attendants are Harley owners. Harley Davidson as an organization doesvery little mainstream advertising. BUDGETS CONTROL AND ACCOUNTABILITYStandardsshould be specified in terms of sales, and production. Costs should be identifiedand target monetary value levels specified to facilitate their control. Standards shouldbe established in terms of consumers attitudes. Attitude standards, in termsof perceptions, and desires should be specified. Controls should be implementedand monitored by steal administrators. The president, vice-president,administrators, and other individuals should be responsible for controllingthe marketing mix implemented.