2. Introduction
Harley-Davidson
Is often abbreviated H-D or
Harley, is an American
motorcycle manufacturer.
Founded in Milwaukee,
Wisconsin, during the
first decade of the 20th
century. The company sells
heavyweight motorcycles
designed for cruising on
the highway.
3. Current Harley-Davidson
motorcycles reflect the styles of
classic Harley designs.
Harley-Davidson sustains a
loyal brand community which
keeps active through clubs,
events, and a museum.
Licensing of the Harley-
Davidson brand and logo
accounted for $40 million
(0.8%) of the company's net
revenue in 2010.
Company name was the
combination of 2 friends Harley
& Davidson.
4. Organisational
Structure & Size
In 1901, William S. Harley, age 21, drew up plans
for a small engine with a displacement of 7.07
cubic inches (116 cc) and four-inch (102 mm)
flywheels.
Over the next two years, Harley and his
childhood friend Arthur Davidson labored on
their motor-bicycle using the northside
Milwaukee machine shop at the home of their
friend, Henry Melk. It was finished in 1903.
5. Harley and the Davidson's quickly wrote off their
first motor-bicycle as a valuable learning experiment.
In January 1905, small advertisements were placed
in the "Automobile and Cycle Trade Journal" that
offered bare Harley-Davidson engines to the do-it-
yourself trade.
In 1906, Harley and the Davidson brothers built
their first factory on Chestnut Street. This
location remains Harley-Davidson's corporate
headquarters' today.
The company produced about 50 motorcycles that year.
In 1911, an improved V-Twin model was introduced.
With a displacement of 49.48 cubic inches (811 cc), the
1911 V-Twin was smaller than earlier twins, but gave
better performance.
6. World War I
In 1917, the United States entered World War I
& the military demanded motorcycles.
World War I was the first time the motorcycle
had been adopted for combat service. Harley-
Davidson provided about 15,000 machines to the
military forces during World War I.
Organizational Technology
By 1920, Harley-Davidson was the largest motorcycle
manufacturer in the world. Their motorcycles were sold by
dealers in 67 countries. Production was 28,189 machines.
In 1921, a Harley-Davidson, ridden by Otto Walker, was
the first motorcycle ever to win a race at an average
speed of over 100 mph (160 km/h).
7. The late summer of 1929, Harley-Davidson introduced
its 45 cubic inches (737 cc) flathead V-Twin to
compete with the Indian 101 Scout and the Excelsior
Super X.
The Japanese license-holder severed its
business relations with Harley-Davidson
in 1936 and continued manufacturing the
VL under the Rikuo name.
World War
II
Harley-Davidson again produced large
numbers of motorcycles for the US
Army in World War II
8. As part of war reparations, Harley-Davidson
acquired the design of a small German motorcycle,
the DKW RT 125, which they adapted, manufactured,
and sold from 1948 to 1966.
Harley-Davidson continued making two-stroke
motorcycles there until 1978
By 1990, with the introduction of the "Fat Boy",
Harley once again became the sales leader in the
heavyweight (over 750 cc) market. [Fat Boy name was
a combination of the names of the atomic bombs (Fat
Man and Little Boy) that were dropped on Nagasaki ]
In 2000, Ford Motor Company added a Harley-Davidson
edition to the Ford F-Series
9. Goals & Strategies
Steps towards export to
India
In August 2009, Harley-Davidson announced plans
to enter the market in India, it expects to start
selling its motorcycles in 2010.
The company has established a subsidiary to be
located in Gurgaon, near Delhi.
Harley Davidson is introducing 12 models in India
from the range of five motorcycle families,
namely Sportster, Dyna, VRSC, Softail and CVO.
Harley Davidson would have five dealerships (Delhi,
Mumbai, Bangalore, Hyderabad and Chandigarh) with
the aim of increasing the dealerships to more than 20
in the next five years.
10. November 2010, Harley-Davidson said that it will start
an assembly facility for complete knock down (CKD)
kits of its motorcycles in India by the first half of
2011, making it only the second CKD facility outside
the US.
Awards
Harley-Davidson received two Army-Navy ‘E’ Awards,
one in 1943 and the other in 1945, which were
awarded for Excellence in Production.
Silver Bar & Shield in 2001, 2002 and 2003 and the
Service Excellence Award in 2003.
11. 2004 Service Excellence Award for the
Western Region & 2004 Outstanding Dealer
Supporter Award for outstanding dealer
supporter.
Platinum Bar & Shield Circle of Distinction
Award for the year 2010
Best Overall Company by Business Excellence
in August 2011
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