Harley Davidson

A Project Report

ON

“Harley Davidson”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION UNDER THE GUIDANCE OF Dr. Amit Gupta Project Co-ordinator SUBMITTED BY: VIPUL Batch BBA Enrollment No

HARLEY-DAVIDSON

The Brand

ACKNOWLEDGEMENT

I gratefully acknowledge and thank my Principles Of Marketing Teacher Mrs. Riya Sharma for her support and help, The classroom teachings provided by her were extremely beneficial and guided me on how to work on my project. I am also thankful to my parents for providing me with the resources and encouraging me. I am thankful to everyone who’s helped me complete the project. Last but not the least I am thankful to the almighty for giving me this wonderful opportunity.

Vipul

CONTENTS

Harley-Davidson Motor Company (NYSE: HOG, formerly HDI) is an American manufacturer of motorcycles based in Milwaukee, Wisconsin. The company sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway. HarleyDavidson motorcycles (popularly known as "Harleys") have a distinctive design and exhaust note. They are especially noted for the tradition of heavy customization that gave rise to the chopper-style of motorcycle. Harley-Davidson attracts a loyal brand community, with licensing of the HarleyDavidson logo accounting for almost 5% of the company's net revenue ($41 million in 2004). Harley-Davidson supplies many American police forces with their motorcycle fleets.

HD Mission Statement says: “We fulfill dreams through the experiences of motorcycling, by

providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments”

MISSION analysis COMPONENTS CUSTOMERS PRODUCTS & SERVICES MARKETS CONCERN FOR SURVIVAL TECHNOLOGY PHILOSOPHY SELF CONCEPT CONCERN FOR PUBLIC IMAGE CONCERN FOR EMPLOYEES

MISSION STATEMENT EVALUATION MATRIX

YES / NO YES YES YES YES NO YES YES YES NO

Harley...