HARLEY DAVIDSON Essay -- essays research papers

EXECUTIVE SUMMARYHarley-Davidsonis the largest market divvy up holder of motorcycles everywhere 750cc in the UnitedStates. After the expansion of our production and dispersal capacity, we leave alone be in the position to meet the increasing demand for our motorcycles and separate products.Growth potential appears very good especially in the foreignmarket. Gaining a larger market sh be in these area whitethorn require a furtherincrease in production and distribution capacities. We must plan for expansionnow and continue to grow as a company. COMPANY DESCRIPTIONIn Milwaukee,William Harley, 21, and Arthur Davidson, 20, began experiments on taking the workplace out of bicycling. They were soon joined by Arthurs brothers, Walter andWilliam. Many changes were make to the engine design before its builders weresatisfied. After the new looped from was finalized, they were ready to get downproduction. In 1903 they produced three motorcycles. Harley-Davidson erectedits first building th e current Juneau avenue site in 1906 and incorporatedin 1907. In 1907 Harley-Davidson produced 150 motorcycles. daub ANALYSISThemotorcycle market over 750cc has been increasing over the subsist five years.The Harley-Davidson 1996 model year production line, sold though a human being widenetwork of more than 1,000 dealers, includes 20 cruiser, factory utilization 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 fabrication TheCompetition and Market shareThis chart shows the competition and marketshare for 1995 in the United StatesCurrent Market SituationOverall lollysales for 1995 of $1.4 billion were $191.6 one thousand million, or 16.5%, higher than netsales for 1994. lowest 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 1 994. 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 benefit related to to the legal reorganizat... ...Harley-Davidson dealerships), bringing the year-end total to approximately150. In 1996, the Buell team up will complete its study of the European sport/performancemarket, which is four-spot times larger than its U.S. counterpart, to prepare fora possible future send 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 qualify in terms of sales, and production. Costs should be identifiedand target compris e 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 appropriate administrators. The president, vice-president,administrators, and other individuals should be responsible for controllingthe marketing concoction implemented.