1. The New Harley-Davidson Team Awesome

2. Harley-Davidson’s Mission Statement “ We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stake holders”. Harley-Davidson’s Vision "We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality”. ( Harley )

3. Harley Davidson's current problem is the fact that their main target consumers, the baby boomers are getting older. Their current strategy in not effective in reaching numerous potential customers. They have choosen to focus their investments in to the HD brand because they believe it will provide them with substantial long term opportunities in the global market The Problem

4. Competitors Yamaha has an advantage because it offers a variety of different products beyond motorcycles, only 50% of it's revenue is generated from motorcycle sales. Suzuki after forming an alliance with Kawazaki in 2001, Suzuki was able to strengthen their product in many areas (product development, design, engineering, and manufacturing), allowing them to become a true global cometitor. Honda is Harley Davidson's main competitor.

11. Marketing Tactics 1. College Campus Tours 2. To better utilize the forum that exists that is meant for communication between Harley owners. 3. Hold expos in larger more urban cities with younger populations. 4. When advertising focus more on selling the "image" rather than the product to the younger generation, focusing on women and that Harley is an American way of life, while continuing some advertising towards the older generation.

12. http://www.youtube.com/watch?v=EnN_u1PDgK4 Allocation of Funds Advertising

15. SWOT Analysis

21. Any Questions?