IntroductionHarley Davidson was founded in the year 1903.It was founded by ‘William S. Harley’, and his brother ‘Arthur Davidson’.Its head quarters are located in ‘Milwaukee’, ‘Wisconsin’, UNITED STATES.

HISTORYIn 1917 one-third of Harley Davidson motorcycles are sold to the U.S Military.

1969 Harley-Davidson merges with American Machine and Foundry (AMF) a producer of leisure products.1981 Senior executives buy back Harley-Davidson from AMF1986 Harley-Davidson is listed on the American Stock Exchange for the first time since 1969 when AMF purchased Harley-Davidson1913 the first racing department was formed1914 the company enters racing competition

COMPETITORS

SWOT Analysis

BRAND EXTENSIONSMerchandise.

Helmets Clothes (jackets) Mugs Collectibles Lighter Watches

BEERBARS

PRODUCT EXTENSIONSMotorcycles

Bike accessories.

MARKET SHAREIn U.S Harley Davidson has a highest market share with 52%.The overall market share of Harley Davidson is around 20-25%.Its annual revenue for the year 2015 is 6 billion dollars.

Harley Davidson’s net income for the year 2015 (jan. to dec.) is 752.21 million dollars.Its shipments have been increased since last five years.By 2014, 267,999 new Harley Davidson bikes are sold world wide.

Core competency Technological innovations. Engineering skills. Quality assurance program.The quality of its post-sales service, or its marketing.

Thank youY.Srikanth

SEC.- CRoll no.- 15/146