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Genuine Harley Davidson Parts Sales Recovery Marketing Plan

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Genuine Harley Davidson Parts Sales Recovery Marketing Plan
Mark McLean
BUS620
Dr. Patricia Ryan
October 31, 2011

0.1 Company Overview
Harley-Davidson, Inc. was founded in 1903 and is head quartered in Milwaukee, Wisconsin. The motorcycle company produces and sells heavyweight, cruiser class motorcycles, and supports its customers with motorcycle parts, accessories, and related financial services.

Harley –Davidson functions within two segments; Motorcycles and Related Products, and Financial Services. The Motorcycles and Related Products segment include the design, manufacture, and sale of the heavyweight touring, custom, and performance motorcycles. This segment covers a very large geographic area that covers North America, Europe, the Middle East, Africa, the Asia/Pacific, and Latin America markets. To support its customers and add additional revenues, Harley-Davidson or H-D, makes available a line of motorcycle parts and accessories, including replacement parts, and mechanical and cosmetic accessories; general merchandise, such as apparel and accessories; and related services. Also, this segment manufactures five families of motorcycles and three brands. The motorcycle families are Touring, Dyna, Softail, Sportster, and VRSC and the three brands are Harley-Davidson, Buell, and Cagiva (Hoovers Company Records, Harley-Davidson, Inc).

The second segment called Financial Services provides wholesale and retail financing, and insurance and insurance-related programs primarily to the company’s dealers and retail customers in the United States and Canada. This segment offers financing and servicing wholesale inventory receivables and retail consumer loans primarily for the purchase of motorcycles. This segment’s wholesale financial services include floor plan and open account financing of motorcycles, and motorcycle parts and accessories to...

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