Harley davidson
Introduction
“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 and