Harley-Davidson Motor market and business environment in the United States
“Harley-Davidson is the parent company for the group of companies doing business as Harley-Davidson Motor (HDMC), Buell Motorcycle (Buell), and Harley-Davidson Financial Services (HDFS). The company produces heavyweight motorcycles, motorcycle parts, accessories, apparel and general merchandise.”(Datamonitor 2010) The company performs manufacturing operations through nine facilities.
The company operates through two segments: the motorcycles and related products; and the financial services.
“The company also provides a variety of services to its independent dealers including service and business management training programs, customized dealer software packages and delivery of its motorcycles.”(Datamonitor 2010)
Harley-Davidson was founded in 1903 and is based in Milwaukee, Wisconsin. In 2009, Harley-Davidson reported consolidated revenue of $4.78 Billions and employed 7,900 employees
This paper will focus on the HDMC (Harley-Davidson) operations in the United States
Harley-Davidson market in the United States
“The motorcycles and related products segment designs,manufactures and sells heavyweight motorcycles as well as a complete line of motorcycle parts, accessories, clothing and collectibles.(…) In the US, the company sells its motorcycles and related products at wholesale to a network of approximately 686 independently owned full-service Harley-Davidson dealerships. The US independent dealer network includes 306 combined Harley-Davidson and Buell dealerships.”(Datamonitor 2010)
“The heavyweight motorcycles (engine displacement of 651cc and above) includes varieties such as standard (emphasizes simplicity and cost); performance (emphasizes handling and acceleration); custom (emphasizes styling and individual owner customization); and touring (emphasizes comfort and amenities for long-distance travel).” (datamonitor 2010)
HDMC provides touring andcustom types of motorcycles emphasizing traditional styling, design simplicity, durability and quality. It manufactures five families of motorcycles: Sportster, Dyna, Softail, Touring and VRSC. Currently, Harley-Davidson offers 30 models. Harley-Davidson domestic bike’s retail prices range from $US 6,595 to $US 20,195 in the USA. It also provides motorcycle parts and accessories; and generalmerchandise. (Harley-Davidson web site)
Harley-Davidson has been enjoying the largest share of the US heavyweight (651+cc) motorcycle market since 1986. In 2008 and 2009, the company's market shares in the US, based on retail registrations of new Harley-Davidson motorcycles, were 45.5% and 53.3% respectively. (Harley-Davidson annual reports)
Harley-Davidson's main competitors include (Market DataBook, 2007:
Honda Motor Company: headquartered in Japan, Honda is the world's fifth largest automaker and largest motorcycle producer by FY2009 sales.
Suzuki Motor: a Japan-based manufacturing company, Suzuki operates in four business segments. The Two-wheel Vehicle segment is engaged in the manufacture of two-wheel vehicles, as well as the manufacture of parts for two-wheel vehicles and thesale of two-wheel vehicles in domestic and overseas markets.
Yamaha Motor: Yamaha Motor is the world's second largest producer of motorcycles (after Honda).
Kawasaki Heavy Industries: Kawasaki is a global manufacturer of transportation equipment and industrial goods. KHI also produces consumer products, such as Kawasaki-brand motorcycles and personal watercraft.
2007 Motorcycle Market Share(Market Data Book, 2007) are shown in the figure bellow:
These figures represent the entire motorcycle market in the US, which is divided into 4 segments:
* Dual Sport,
* Off Road,
* Street Bikes,
The table below (Harley-Davidson 2009 Annual report) shows the gross market data per segment and its comparison to 2008:
| 2008 Totals | 2009 Totals | Unit Change | %...
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