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Harley-Davidson: Get Out and Ride

Harley-Davidson: Get Out and Ride. Jalon Turner. History of Harley-Davidson. Harley-Davidson was created in1901 and incorporated in 1907 1917 one-third of all Harley-Davidson motorcycles are sold to the U.S. military 1918 half of all the sold Harley-Davidsons were to the military.

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Harley-Davidson: Get Out and Ride

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  1. Harley-Davidson: Get Out and Ride Jalon Turner

  2. History of Harley-Davidson • Harley-Davidson was created in1901 and incorporated in 1907 • 1917 one-third of all Harley-Davidson motorcycles are sold to the U.S. military • 1918 half of all the sold Harley-Davidsons were to the military

  3. History of H-D • 1969 H-D merges with American Machine and Foundry (AMF) a producer of leisure products • 1981 Senior executives buy back H-D from AMF • 1986 H-D is listed on the American Stock Exchange for the first time since 1969 when AMF purchased H-D

  4. Background of Harley-Davidson • 1912 Japan was the first country outside the U.S. to have H-D dealers • 1913 the first racing department was formed • 1914 the company enters racing competition

  5. Problems and Goals • Men made up 88% of all sales in 2007 • Women made up 12 % that same year • The goal of H-D is to get more women interested in H-D and to get women in the driver seat instead of being a rider

  6. Objectives • To raise the percentage of women riders from 12% to 25% by the end of 2010 • To educate women

  7. Audience • External audience will be the primary focus for this proposal • The wives of Harley-Davidson riders who traditionally ride on the back • The women who are scared of motorcycles

  8. Strategies and Tactics • Harley-Davidson female employees will have to do lectures at event persuading females to “Get out and Ride” • Harley-Davidson female employees will have to pass out flyers telling about training sessions • Hosting garage parties

  9. Strategies and Tactics • Promote at Annual Events such as: • Harley-Davidson Female Ride Day • 15th Annual Teddy Bear Ride in Trussville Alabama hosted by Riders Harley-Davidson • Rumble on Noble St. Anniston Alabama

  10. Calendar

  11. Budget

  12. Evaluation • Harley-Davidson will keep track with all sales at local stores • Employees will take surveys at events

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