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Evidence: 2014 Was A Strong Year For Harley-Davidson. According To The 2014 Annual

Harley-Davidson has demonstrated superb performance in entering new markets and expanding internationally, as evidenced by their strong financial results in 2014. They also have high levels of customer satisfaction according to surveys, and a strong dealer community as demonstrated by Texas Harley-Davidson being named the #1 dealer. Additionally, Harley-Davidson has built a strong brand portfolio and has a track record of developing new products to inspire new riders.

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Maria Freyja Darlene Cruz
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50 views2 pages

Evidence: 2014 Was A Strong Year For Harley-Davidson. According To The 2014 Annual

Harley-Davidson has demonstrated superb performance in entering new markets and expanding internationally, as evidenced by their strong financial results in 2014. They also have high levels of customer satisfaction according to surveys, and a strong dealer community as demonstrated by Texas Harley-Davidson being named the #1 dealer. Additionally, Harley-Davidson has built a strong brand portfolio and has a track record of developing new products to inspire new riders.

Uploaded by

Maria Freyja Darlene Cruz
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STRENGTHS

 Superb Performance in New Markets – Harley-Davidson has built expertise at entering


new markets and making success of them. The expansion has helped the organization to
build new revenue stream and diversify the economic cycle risk in the markets it
operates in. 
Evidence: 2014 was a strong year for Harley-Davidson. According to the 2014 annual
review Harley-Davidson has achieved the following:
-  18.3% increase in their diluted earnings per share;
-  Their gross margin and operating margin have increased to 36.4% and 18%.
-  Harley-Davidson has gained a 15% increase in net income.
-  Harley-Davidson Dealers have sold 267,999 new motorcycles worldwide, which is a
2.7%
increase over 2013.
-  Harley-Davidson has experienced an increase of 5.4% increase in international sales.
-  Finally, the company's dividend increased by 31% and they repurchased $604 million
in shares of company stock on a discretionary basis.

 High level of customer satisfaction – the company with its dedicated customer
relationship management department has able to achieve a high level of customer
satisfaction among present customers and good brand equity among the potential
customers. 
Evidence: In 2015, Australian customer satisfaction research and ratings business
Canstar Blue surveyed 700 riders and found Harley had the most satisfied customers,
ahead of BMW, Ducati, Honda and Triumph. They are the most content with 73.53% of
the Harley owning respondents to our comprehensive survey saying they are satisfied or
very satisfied with their bike.

 Strong dealer community – It has built a culture among distributor & dealers where the
dealers not only promote company’s products but also invest in training the sales team
to explain to the customer how he/she can extract the maximum benefits out of the
products.
Evidence: Powersports Business on October 2018 celebrated the top 50 U.S. dealerships
as part of the Power 50 Awards Dinner at the Mandalay Bay Convention Center in Las
Vegas. The Power 50 celebration included the announcement of the No. 1 dealer, the
top 10 and Best in Class Awards.
Texas Harley-Davidson of Bedford, Texas, was named the No. 1 dealer for the first time
in the six-year history of the Power 50. Dealerships apply to be named to the list. The
editorial staff of Powersports Business selects the Power 50 dealerships.

 Strong Brand Portfolio – Over the years Harley-Davidson has invested in building a
strong brand portfolio.
 Strong Free Cash Flow – Harley-Davidson has strong free cash flows that provide
resources in the hand of the company to expand into new projects. 
Evidence:

 Good Returns on Capital Expenditure – Harley-Davidson is relatively successful at


execution of new projects and generated good returns on capital expenditure by
building new revenue streams. 
Evidence: *same with Strong Free Cash Flow

 Successful track record of developing new products – product innovation.


Evidence: Harley-Davidson is working on several new models for 2018, which are geared
towards “inspiring the next generation of Harley- Davidson riders.” The company
launched two new touring bikes, three CVO (custom vehicle operations) models, and a
sportster, which are part of the 14 new high impact motorcycles in the model year 2018
line-up.

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