Harley Davidson Analysis

1. COMPANY OVERVIEW

Harley Davidson Inc. was found in 1903 by William S. Harley and Davidson brothers- Walter and Arthur. Since then the company has produced the most recognized motorcycles in the world. The company has been named to Fortune's list of "100 Best Companies to work for". The company has also been ranked #3 in automotive quality behind Rolls-Royce and Mercedes Benz by Harris Interactive, a worldwide market research and consulting firm.

Harley-Davidson, Inc. is the parent company for the group of companies namely Harley-Davidson Motor Company, Buell Motorcycle Company and Harley-Davidson Financial Services. Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and offers a complete line of motorcycle parts, accessories, apparel, and general merchandise. Buell Motorcycle Company produces sport motorcycles. Harley-Davidson Financial Services provides wholesale and retail financing and insurance programs to Harley-Davidson dealers and customers.

 Jeffrey L. Bleustein is chairman of the board and CEO of Harley Davidson Inc..

 There are more than 1,300 Harley-Davidson dealerships in 48 countries worldwide.

 The company has employed 8,000 people worldwide and the corporate headquarters located in Milwaukee, Wis; East Toy and Tomawauk, Wis; York Pa; and Kansas City, Mo. Other key business operations are located in Chicago, III.; Franklin, Wis.; Talladega, Ala; Highland Heights, Ohio; Ann Arbor, Mich.; Carson City, Nev.; and Plano, Tex.

 Harley-Davidson maintains operation in strategic international markets throughout Europe, and in Brazil and Japan to support its worldwide dealer and distributor network.

Source of revenues for Harley Davidson :

- Selling motorcycles

- Harley Davidson financial service

- Parts and accessories

2. VISION, MISSION AND GOALS

Vision

To dedicate, to grow value and strengthen the brand, Harley-Davidson deliver products and deliver the services that fulfill dreams.

Mission

To fulfill dreams through the experiences of motorcycling by providing motorcycles and to the general public an expanding line of motorcycles and branded products and services in the selected market segments

Goals

 Expecting to grow in all of its product lines. Harley-Davidson expects the growth rate for P&A revenues to be slightly higher than the motorcycle unit growth rate whereas the General Merchandise growth rate is expected to be lower than the motorcycle unit growth rate. The Company expects the HDFS growth rate to be slightly higher than the Company's motorcycle unit growth rate.

 Earning to grow at a mid-teens buyer percentage rate to generate annual earning growth rate in the mid teens segment market.

 Expecting growth in all its product lines

 Growing part and accessories selling to be higher than the motor cycle unit growth rate (79%).

 The company expects the growth in all of its product lines and the rate for P&A revenues to be slightly higher than the motorcycle unit growth rate.

 The company expects the HDFS (Harley-Davidson Financial Service) growth rate to be slightly higher than the company's motorcycle unit growth rate.

 The company will continue to realize production efficiencies at its production facilities through the implementation of innovation manufacturing techniques.

 The company will set the targets and expectations noted to the successful implement production capacity that increases in its facilities.

3. OBJECTIVE

To continue to grow in 2005 and ship 339,000 Harley-Davidson motorcycles during the year to support that growth. This is consistent with our established goals of satisfying demand for 400,000 motorcycles in 2007 and generating an annual earnings growth rate in the mid-teens.

4. KEY SUCCESS

 The essential component of the company is the employee because all employees have to create the needs of customers so Harley-Davidson tries to maintain the capability and treat them as the important asset of the company.

 The strong resources, Harley-Davidson has produced the high quality of product and other accessories for motorcycles. Therefore, there is the need of high quality of resource to produce the motorcycles. As a result, Harley-Davidson is the reputation of material in composing the motorcycles. Key success

 Harley Davidson has a strong brand/strong customer loyalty

 Harley Davidson has mutually beneficial relationships

 Harley Davidson has seasoned management team supported by empowered workforce

 Double digit growth in every year since IPO

5. PAST AND CURRENT PERFORMANCE

Past Financial Performance

Year 2003

- $ 4.6 billion total revenue (up 13% from '02)

- $ 761 million net income (up 31% from '02)

- $650 million free cash flow (up 59% from '02)

- Repurchased 2.3 million shares of stock

- Return an average equity >20%

- 291000 H-D units shipped (up 10% from'02)

- 36% Gross Profit margin (up from '02)

- Gross profit margin 37.87% of revenue

Year 2004

- $5.0 billion total revenue (up 8.5% from'03)

- $889 million net income (up 16.9% from '03)

- Repurchased 10.6 million shares