Compensation Analysis of Harley Davidson

U.S.Company Report By: Rocio Avina, Lily Liu and Fatima Valadao

IntroductionHeavy weight motorcyclesMilwaukee, Wisconsin868 dealers in the USAWorldwide: 1,300 dealers$4.86 billion Revenue6300 Employees in U.S.

Companys President

Masters Degree of Business Administration Expertise in International Business

Particularly in Manufacturing

Keith E. Wandell 3OverviewAn American icon (symbol of freedom)Licensing of the Harley-Davidson brand and logo accounted for $40million

4History Founded in 1903 in Milwaukee, Wisconsin by William Harley and the Davidson brothers.

5History 19031981:From Birth to Maturity.manufactured almost 60,000 motorcycles for use in World War II

19812003: Rebirth2003 to date: International expansion

6AdvertisingTelevisionPerson-to-person Direct mailRadioMagazinesRoad & Track, Popular Science Fortune, Easy Rider.

Major Products and ServicesCompete in 3 big markets:Heavyweight and luxury motorcyclesmotorcycle sales, parts and accessories

Merchandise LineClothing and collectibles.

Financial servicescredit, insurance, and extended warranties

8CompetitorsIn the market of heavyweight luxury motorcycles, Harley-Davidson compete with:

Japanese companies Honda, Suzuki, Yamaha, and Kawasaki

European companies Triumph Motorcycles Limited

Specialists retro-styled cruiser bikes Excelsior, Victory and Big Dog

9Secret of SuccessHarley Davidson success is not selling motorcycles but fulfilling dreams Focused on the user experience instead of just selling products. The customer experience is the brand.

Nobody provide name, quality and pride

Community CommitmentCharities: children, police and fire department. Not cash donations or sponsor organizations, only promotional items.Harley-Davidson Foundation Minority Scholarship (up to $20,000 year/paid internship).Harley-Davidson Foundation:$1 million grant to Disabled American Veterans.

Interesting Facts.. The first motorcycle, built in 1903 used a tomato can for a carburetor.

66% of Harley-Davidson purchasers in 2010 did not have a college degree.

The founder of Forbes magazine Malcolm Forbes, began riding Harley Davidson at the age of 40 and still does.

Interesting Facts.. continuationOver a third of all new Harley-Davidson were sold outside of the United States.Revenue vs. advertising costs1995-- $1.3 billion vs. less than 2 million.2007 - $5.73 billion vs. $5.73 million. The first woman to ride a Harley was Janet Davidson. Terminator 2 used a Harley Davidson.

Famous Riders.

Brat PittK.D. LangLiz TaylorElvis PresleyBruce SpringsteenSylvester StalloneMary HartBilly Idol.Pat Boone

Also: Arnold Schwarzenegger, Clark Gable, Harrison Ford, Sara Palin, Kristie Allen, Jay Leno .Personal experience.

We know persons who named their kids after Harley Davidsons models.We heard about famous actors traveling with groups. Personal Opinion:Mixed..