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Case Study Presentation

Case Study Presentation. Presented By Najam us Saqib [BT – 02 – 01] Shoaib Javed [BT – 02 – 24] Ghazal Zaheer [BT – 02 – 44] Ahtasham Rizvi [BT – 02 – 47] BBA – IT (6 th Semester) 2002 – 2005 Institute of Management Sciences BZU - MULTAN.

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Case Study Presentation

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  1. Case Study Presentation Presented By Najam us Saqib [BT – 02 – 01] Shoaib Javed [BT – 02 – 24] Ghazal Zaheer [BT – 02 – 44] Ahtasham Rizvi [BT – 02 – 47] BBA – IT (6th Semester) 2002 – 2005 Institute of Management Sciences BZU - MULTAN Harley DavidsonConducting Business Electronically

  2. Introduction To Harley Davidson Mission & Vision StatementsTime Line (The Ups & Downs)

  3. Mission & Vision Statements • Mission • We fulfill dreamsthrough the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments • Vision • To continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, governments and society)

  4. Company Profile • Works harder to build genuine relationships with their customers • Has created loyalty through a pattern of steadfast interactions with its customers • Reinvents the customers’ experience in ways that would strengthen the sense of affiliation that the customer has with the products and services • Our values are the heart of how we run our business • Tell the Truth • Be Fair • Keep Your Promises • Respect the Individual • Encourage Intellectual Curiosity

  5. Company Profile • Since going public in 1986, Harley has increased earnings at an average annual rate of 37 percent • Without the shadow of any doubt, HARLEY DAVIDSON is a brand that has achieved cult status and outstanding financial performance • That's what makes the story of Harley-Davidson so interesting. We want to know how they got there. And the answer is not in one story but in three.

  6. The 3 fascinating Stories! • Beginnings & Survival • 1903: William Harley & Arthur Davidson started the company[ output only 1 Motorbike ] • 1909: introduced its trademark bike; a 2 cylinder, v-twin engine (the fastest motorcycle at that time) • 1910: Sold 3200 Bikes [since 1903] • 1917: brought World War I to the United States and Harley sold twenty thousand motorcycles to the U. S. Army

  7. The 3 fascinating Stories! • Beginning & Survival (cont.) • 1920: Depression in economy hit everybody hard but it devastated motorcycle companies • Two companies, Harley-Davidson and an Indian, manufacturing motorcycles in the United States survived. [Total motorbikes sold that year total 6,000 ONLY] • 1939 To 1945: World War II revitalized Harley's fortunes. The company sold almost 100,000 of their WLA model to the US military • 1947: Introduced the classic black motorcycle jacket. It was the start of the Wild One Era and Harley's second story

  8. The 3 fascinating Stories! • The Wild One Era • 1947: That same year a gang of motorcyclists rode into the town of Hollister, California and simply took it over (On Harleys). The police lost control and the motorcyclists ran amok. Even the law could not stop the two-wheeled warriors. • 1962: Honda began importing its smaller and light motorcycles into the United States • And stated: Our bikes are for the nice people, not outlaws. They told their story in one of the most effective advertising campaigns of all time, "You meet the nicest people on a Honda." • 1969: American Machine and Foundry (AMF) bought Harley • Those days, managers believed that they could manage any kind of company even without knowing much about the business. That's where third story begins.

  9. The 3 fascinating Stories! • The Near Death Experience • Competition was hurting sales and the Harley was in hands of immature management. Harley faced bad quality management • 1981: 13 senior executives of the Harley-Davidson Motorcycle Company signed a letter of intent to buy the company from AMF • The company then put in a restructured plan, incorporating management principles adopted from the Japanese, new marketing strategies, and manufacturing techniques [That’s where things started getting changed]

  10. The 3 fascinating Stories! • The Near Death Experience (cont.) • 1983: Harley introduced the Harley Owners Group (HOG) • 1986: The company went public • 1987: Got listed in New York Stock Exchange • 1995: Jumps into E - Business • 2000: Re-established independence from AMF • Today, Harley has not only improved quality and won the long battle to regain its market share but has also achieved cult status with customers • Their customers simply think it is not only the greatest motorcycle in the World but the greatest vehicle

  11. The New Business Model Change in Business Methodology H-D in E – Business: The Success Continues Financial Performance

  12. Restructured Business Model • BANKRUPTCY KNOCKS! • Transformation is the Answer! • Restructuring Plan by CEO Richard Teerlink • Extending the Plan- jumping into E – Business • Major objectives of the E – Business dimension • Solving warranty claims problems • Employ Direct Marketing Strategy • Gathering 1300 dealers on a single platform [ B2B ] • Moving with time: Adopting new technologies [ Proactive EC ] • Customer Relationship Management

  13. Transformation: E - Business • Revolutionized marketing procedures • Gained company good will by fulfilling customers’ warranty claims • Previously claims handling took more than a week • Now only 2 days • Helped to refine Manufacturing Process [JIT] • Helped in cutting down the Marketing and Operational costs

  14. E - Strategy • Diverse features and services on its website • Efficient on-line purchase • Purchase! round the clock, round the globe • HD Credit Card • HD online memberships • Universal client capability • Building an HD culture by creating community of customers And all this contributed to pull through the leader position of Harley-Davidson in Bikes industry

  15. EC Benefits: CRM • Customization & Aftermarket • Every Harley bike is extensively designed keeping in view the ideas, requirements and enthusiasm shown by the consumer • HD always wanted customer to get involved in product design that gives consumers a sense of individuality and freedom of expression • Pride & Proximity • HD community gives customers a sense of pride • Sending Gifts to the strengthen relations and friendship • HD Gatherings & Events • Customer E – Loyalty • CRM basically enabled the company to grasp the individuality of customer in much more easy and efficient manner a reason to stay loyal to HD

  16. EC Benefits: Financial Growth • Net Income • Notice the slope of 1985 – 1995 and 1995 – 2005 • Harley made debut to E – Business in 1995 • Reduction in Operating and Advertising expenes • Sales • Notice the slope of 1985 – 1995 and 1995 – 2005 • Harley made debut to E – Business in 1995

  17. HD Relations: Investors • Stock • Stock Price • Stock Split Info • H-D vs. S&P 500 • Stock Tracker • Stock Lookup Financials Annual Reports Financial Statements SEC Filings Capital Expenditures Financial Factbook

  18. HD Services: Career Development

  19. HD Services: Rentals & Tours

  20. HD Culture: Events & Racing

  21. Business to Business • HD Authorized Dealers • The symbiotic relationship • HD provides the virtual interface of dealers while dealers provide the physical interface of the company • HD has gathered 1300 dealers under the umbrella of one HD site • From becoming a dealer to being a triumphant dealer • Major Buyers • The Fire & Police Department buy HD fully loaded bikes in bulks, customized according to their operational requirements. • Special POLICE and Fire Fighter accessories • Speed Guns • Sirens • Special Lights • Speed Boosters – A real need while on an emergency mission • Fire Extinguisher

  22. Harley Davidson: Police • The Law Enforcer! • Catch the bad guys out there in streets!

  23. Harley Davidson: Fire Fighters • Help protect from Fire!

  24. Harley Davidson: Cop Training • Training the Cop for perfection!

  25. Products & Accessories Harley Dream Bikes Harley Motor Clothes Merchandise

  26. Products & Accessories • Five categories of Dream Bikes • Sporster • Dyna • VRSC • Softail • Touring

  27. Harley Davidson: Sportster • The ULTIMATE FUN! • Lighter and Sportier than most Harleys • Length: 88 inches • Weight: 500 lbs app. Price: around $10,000 Rs. 6 Lacs Pak.

  28. Harley Davidson: Dyna • This classic Harley chopper • Length: 94 inches • Weight: 630 lbs Price:$13,000 to $18,000Rs. 8 Lacs To 11 Lacs

  29. Harley Davidson: VRSC • Cool H-D! • Your companion on Special Adventures! • Length: 94 inches • Weight: 600 lbs Price: $19,000 Rs. 12 Lacs

  30. Harley Davidson: Softail • The bad guy partner! • Watched Terminator 2? Yes? Must be knowing Softail! • Length: 95 inches • Weight: 650 lbs Price:$14,000 to $19,000Rs. 8 Lacs To 12 Lacs

  31. Harley Davidson: Touring • The Travel Partner! Take every thing along you! • Length: 94 inches • Weight: 800 lbs Price:$19,000 to $24,000Rs. 12 Lacs To 15 Lacs

  32. H-D : Touring – Interior • Front • Cassette/CD/MP3/AM/FM Player • Wind Protection Screen • Enhanced Speed Dials & Meters • Back • Comfortable Seat • Seats with Heating Capabilities • Back Trunk Panel

  33. Harley Davidson: Accessories

  34. The Company’s Website! Introduction to The Store Front & Purchase Procedure

  35. Website: Main Page • Click on a country • Doing so, will let you see the information pertaining to that country

  36. Website: Store Front • Loaded with latest information and news • Lets you navigate through various sections of the site

  37. Purchasing: Plan! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  38. Purchasing: View! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  39. Purchasing: View! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  40. Purchasing : View! • View the bike through different angles • Have a 360o view!

  41. Purchasing: 360o View of Bike

  42. Purchasing: Features! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  43. Purchasing: Specifications! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  44. Purchasing: Compare! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  45. Purchasing: Colors! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  46. Purchasing: Genuine Motor Parts • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  47. Purchasing: Do The Numbers! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  48. Purchasing: Need Financing? Purchasing: HD is there! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  49. Purchasing: HD is there! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

  50. Purchasing: Contact Dealer! • Follow the procedure • Analyze bikes • Choose • Customize • Budget? • Financing? • Find Dealer • Place Order

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