Harley davidson Phase 1 I.

Executive Summary:

Harley Davidson is located in several places in Cairo; Gamet El Dowal street, and in Ismail Mohamed street in Zamalek.

Phone number: +202 27351710 Email: admin@harley-davidson.com.eg Fax: +202 37094800 Website: www.harley-davidsonegypt.com

Harley-Davidson Egypt started with opening the doors to their first exclusive showroom in July 2000. Since then they have managed to create a market for custom, heavy weight motorcycle that hardly existed in Egypt.

They are the leading brand in custom and heavy weight motorcycles in the country. Riding all over the breath taking scenery of Egypt. The riders grow daily to make a statement that all impossible is possible with passion and persistence.

The Harley-Davidson Egypt team works at the dealership with full dedication and admiration to the name Harley-Davidson and to make every experience an unforgettable one.

They offer a wide range of bikes for both genders, bikes accessories, a specialized clothing line for bikers of both genders as well. The services vary from what they do for their image such as

the weekly get together for bikers at their Zamalek branch, to trips all around Egypt, and their outstanding bikes service and maintenance

II.

Vision and Mission Statements:

The new vision statement says: Harley-Davidson is an action-oriented, international company. A leader in its commitment to continuously improve the quality of profitable relationships with all of its stakeholders. HarleyDavidson believes the key to its success is to balance stakeholder interest through the empowerment of its employees to focus on value-added activities. Mission Statement We fulfill dreams through 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.

Sources of Competitive Advantage: Honesty: We tell the truth, we keep our promises, and we act ethically and with integrity. Teamwork: We work together with mutual trust, respect, and co-operation. Accountability: We lead by example and do what we say we will do. Initiative: We empower and enable our Associates and Retailers to make great things happen. Knowledge: We never stop learning, and we believe in sharing our insights and ideas.. Innovation: We support creative thinking that leads to break through ideas and superior results.

III.

Company History:

In 1901, the first blue-print of an engine was created by William S. Harley, 2 years later W. Harley along with his friend Arthur Davidson started and developed a one-cylinder engine that was installed on a conventional motorbike but it proved its incapability to climb the Milwaukee hills without pedal assistance. After that Harley and Davidson created and developed the very first & real Harley Davidson Motorcycle.

A year later Harley Davidson production was transferred to their current headquarters venue. In 1907, they introduced their second engine; the 45-degree V-twin engine which became the sole Harley-Davidson engine for a very long time after that.

During the First World War, Harley-Davidson was commissioned to provide more than 20,000 units for military use. The World War II brought about the same benefits upon Harley-Davidson. They produced thousands and thousands of motorcycles till the late 60's when it was bought by AMF (the American Machinery & Foundry). Due to that sale policies have changed, which led to a labor strike & sub-stranded bikes. The reputation of the company was severely damaged.

In the 80's; a group of investors headed by Willie G. Davidson and Vaughn Beals bought the company back which was followed by some innovations that included the introduction of the "Sturgis". The customers began to return and the company went back to being promising.

Since the 80's the company's popularity became unquestionable. They regained leadership upon the motorcycle industry as they create a unique line of motorcycles "heavy weight" and thats completely different from the conventional japan made ones.

Adding to the family of companies SMG represents in Egypt, The legendary Harley-Davidson arrived to Egypt & opened the doors of its exclusive showroom and service center in July 2000.

IV.

Business and Industry Analysis:

The recreational vehicle industry is one that is particularly fragile. Companies in this industry can be at the mercy of such an unpredictable economic factor as the weather (such as Polaris Industries, which sells both snowmobiles and water craft). And while other companies in this industry may perform rain or shine, all companies are sensitive to the whim of the consumer. Generally speaking, this industry is nearing the end of the growth stage of its life cycle. Companies are beginning to control their market shares and high growth rates are more difficult to find. We predict that the next ten years will see the maturity of the industry, evidenced most prominently by the reduction of growth rates (for example, we predict Harley-Davidsons net sales growth rate to shrink from 21.63% in 2002 to just over 7.5% in 2012). Social factors are among the most important of the noneconomic key success factors affecting the recreational vehicle industry. This is an industry that combines a high degree of brand loyalty with products that are often used in social settings. Motorcycle enthusiasts are among the most loyal customers in the market. Harley-Davidson reports that there are over 660,000 owners of its motorcycles have formed chapters of the Harley Owners Group (HOGs) throughout the globe. Many of these individuals use sports Harley-Davidson apparel, and in some cases tattoos are the ultimate expression of customer loyalty. Harley Davidson is at a maturity stage through its lifecycle.

V.

Companys Products and Services:

They offer a wide range of heavy weight bikes, along with the suitable bikes accessories and customizable additions, matching outfits consisting of jackets, boots, T-shirts with the Harley Davidson logo. Services range from their maintenance and how they use customer equity.