Harley-Davidson: Get Harley-Davidson: Get Out and RideOut and Ride

Jalon TurnerJalon Turner

History of Harley-DavidsonHistory of Harley-Davidson

Harley-Davidson was created Harley-Davidson was created in1901 and incorporated in 1907in1901 and incorporated in 1907

1917 one-third of all Harley-1917 one-third of all Harley-Davidson motorcycles are sold Davidson motorcycles are sold to the U.S. militaryto the U.S. military

1918 half of all the sold Harley-1918 half of all the sold Harley-Davidsons were to the militaryDavidsons were to the military

History of H-DHistory of H-D

1969 H-D merges with American 1969 H-D merges with American Machine and Foundry (AMF) a Machine and Foundry (AMF) a producer of leisure productsproducer of leisure products

1981 Senior executives buy 1981 Senior executives buy back H-D from AMFback H-D from AMF

1986 H-D is listed on the 1986 H-D is listed on the American Stock Exchange for American Stock Exchange for the first time since 1969 when the first time since 1969 when AMF purchased H-DAMF purchased H-D

Background of Harley-Background of Harley-DavidsonDavidson

1912 Japan was the first country 1912 Japan was the first country outside the U.S. to have H-D outside the U.S. to have H-D dealersdealers

1913 the first racing department 1913 the first racing department was formedwas formed

1914 the company enters racing 1914 the company enters racing competitioncompetition

Problems and GoalsProblems and Goals

Men made up 88% of all sales in Men made up 88% of all sales in 20072007

Women made up 12 % that Women made up 12 % that same yearsame year

The goal of H-D is to get more The goal of H-D is to get more women interested in H-D and to women interested in H-D and to get women in the driver seat get women in the driver seat instead of being a riderinstead of being a rider

ObjectivesObjectives

To raise the percentage of To raise the percentage of women riders from 12% to 25% women riders from 12% to 25% by the end of 2010by the end of 2010

To educate womenTo educate women

AudienceAudience

External audience will be the External audience will be the primary focus for this proposalprimary focus for this proposal

The wives of Harley-Davidson The wives of Harley-Davidson riders who traditionally ride on riders who traditionally ride on the backthe back

The women who are scared of The women who are scared of motorcyclesmotorcycles

Strategies and TacticsStrategies and Tactics

Harley-Davidson female Harley-Davidson female employees will have to do employees will have to do lectures at event persuading lectures at event persuading females to “Get out and Ride”females to “Get out and Ride”

Harley-Davidson female Harley-Davidson female employees will have to pass out employees will have to pass out flyers telling about training flyers telling about training sessionssessions

Hosting garage partiesHosting garage parties

Strategies and TacticsStrategies and Tactics

Promote at Annual Events such Promote at Annual Events such as:as: Harley-Davidson Female Ride Harley-Davidson Female Ride

DayDay 1515thth Annual Teddy Bear Ride in Annual Teddy Bear Ride in

Trussville Alabama hosted by Trussville Alabama hosted by Riders Harley-DavidsonRiders Harley-Davidson

Rumble on Noble St. Anniston Rumble on Noble St. Anniston Alabama Alabama

CalendarCalendar

MayMay Harley-Davidson Harley-Davidson Female Ride Day, Female Ride Day, National EventNational Event

AnnualAnnual

AugustAugust Rumble on Noble Rumble on Noble Street, Anniston, ALStreet, Anniston, AL

AnnualAnnual

SeptemberSeptember Ride for Kids: Barber Ride for Kids: Barber Motor Speedway, Motor Speedway, Leeds, ALLeeds, AL

AnnualAnnual

NovemberNovember Teddy Bear RideTeddy Bear Ride

Trussville, ALTrussville, AL

AnnualAnnual

BudgetBudget4 Lectures @ 4 Lectures @ $200.00 per $200.00 per lecturelecture

$ 800.00$ 800.00

4 employees to 4 employees to pass out flyers for pass out flyers for 6hours, 4 times a 6hours, 4 times a year at regular year at regular employee pay rateemployee pay rate

Est. $18.00 per. Est. $18.00 per. Hour. For an Hour. For an estimated total estimated total $432.00$432.00

TotalTotal $1232.00$1232.00

EvaluationEvaluation

Harley-Davidson will keep track Harley-Davidson will keep track with all sales at local storeswith all sales at local stores

Employees will take surveys at Employees will take surveys at eventsevents