Harley-Davidson: Get Out and Ride Jalon Turner

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

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

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

Problems and Goals Men made up 88% of all sales in 2007 Men made up 88% of all sales in 2007 Women made up 12 % that same year 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 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

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

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

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 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 Harley-Davidson female employees will have to pass out flyers telling about training sessions Hosting garage parties Hosting garage parties

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

Calendar May Harley-Davidson Female Ride Day, National Event Annual August Rumble on Noble Street, Anniston, AL Annual September Ride for Kids: Barber Motor Speedway, Leeds, AL Annual November Teddy Bear Ride Trussville, AL Annual

Budget 4 $ per lecture $ employees to pass out flyers for 6hours, 4 times a year at regular employee pay rate Est. $18.00 per. Hour. For an estimated total $ Total$

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