1. A BRIEF OVERVIEW OF THE BUSINESS BY BELINDA SWIFT Harley-Davidson Today

2. CEO, Keith Wandell’s Vision: HD seeks to help people in expressing their own personal freedom. Cash and marketable securities came to a total of $1.7 billion on Dec. 31, 2009. Income from operating activities was $610 million and the capital expenditures came to $117 million in 2009. In the fourth quarter, HD Motor Company contributed $216 Million to finance the company’s pension plans.

3. HD Organizational Structure HD’s organizational structure works on a three-circle Venn diagram basis. The three circles are; the Create Demand Circle, the Support circle, and the Produce Products Circle. The area where the circles intersect is regarded as the Strategy council and Leadership. HD has 8 leaders. The Board of Directors has 12 people.

4. Cont. of HD’s Organizational Structure

5. Products and Services Offered HD makes five types of motorcycles: Touring, Softail, Dyna, V-Rod, and Sportster. HD makes a limited edition of custom-made motorcycles from its Custom Vehicle Operation program. HDFS sells engines. HD gives a variety of services to its independent dealers, such as motorcycle servicing and business management training programs. HDFS offers financial services. HDFS operates an insurance agency.

6. Corporate Goals HD aims to increase production, lower costs, involve employees in the company decisions, and create a sense of pride in HD. HD is restructuring so as to reduce costs and make HD factories quicker. HD is going global. HD is including women’s needs and making more bikes for women.

7. 2009 Revenue In the year 2009, the revenue from HD motorcycles was $3.17 from the shipment of 223,000Harley-Davidson motorcycles. Revenue from the motorcycle accessories and parts was $768 million in total, and it was $283 million from the General Merchandise. Gross margin was 33 percent. Operating margin was 8 percent.

8. GIUFFRE, AMY. HARLEY DAVIDSON INVESTOR RELATIONS. (2001-2011). RETRIEVED FROM: HTTP://INVESTOR.HARLEY- DAVIDSON.COM/PHOENIX.ZHTML?C=87981& P=IROL-NEWSARTICLE&ID=1573916 HTTP://INVESTOR.HARLEY- DAVIDSON.COM/PHOENIX.ZHTML?C=87981& P=IROL-NEWSARTICLE&ID=1573916 Reference