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Investment in the company

The Harley-Davidson company is doin

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g fin

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e in

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managin

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g not only the product but also the brand. The market has been clamorin

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g for more of the developments in

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the lin

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e of their motorcycles; and the company has done more than enough to satisfy the consumers in

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this part of the preferences. The motorcycles of Harley-Davidson are comin

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g up with more developments on the side of appearance and performance. Accordin

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g to the company, they will achieve again

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and again

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the record-brakin

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g performances in

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terms of sales and profit every year and at the same time, givin

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g the market their dreams of market-defin

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in

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g products released year after year.

This is despite of the fact that the United States is under the problems in

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volvin

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g economics, especially that of uncertain

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ty. (“Harley-Davidson Reports Record Fourth Quarter and 18th Consecutive Record Year “) As we have poin

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ted out earlier, the key to a company’s strength lies on many thin

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gs, and one of them is their fin

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ancial strength and net in

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come. Key figures of the Harley-Davidson, Inc. are seen below: These figures are very important to the analysis of the company sin

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ce these are the fin

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ancial figures that measure a company’s rate of change, whether positive or negative.

Expressed in

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percentages, these figures would clearly show the rate at which the company is bein

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g developed in

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accordance to the past data that was provided. The year 2000 was a fruitful year for the company as it had its 15th consecutive record year. This was stated in

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the press releases of the company of Harley-Davidson. For a company to achieve that gain

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would be a tremendous success for the management sin

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ce they have maximized their efforts to sustain

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the fire that burns: their desire to contin

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ually rise and be the best corporation.

The 18. 69% profit margin

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in

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dicates that the company is not doin

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g very well in

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its sales sin

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ce the profit has in

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creased by 18. 69. This goes to show that whatever strategy the company is undertakin

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g, it seems to be not on the workin

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g side of thin

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gs. They should just keep it up and if possible, do better the next year. An operatin

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g margin

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of 28. 6% is fairly well, although the company should do better if they want their in

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vestors to be happy about it. Investors as much as possible do not want their in

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come to be in

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the market as a receivable.

As much as possible, they want every in

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come to be accounted for in

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side the company and realized as already received, not receivable. A net profit margin

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of 30. 1% is good enough to be presented to the in

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vestors sin

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ce this in

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dicates that the company has earned 30. 1% well over from last year’s earnin

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g. This is good news sin

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ce the in

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vestor’s would understand that the company is undergoin

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g good management, especially in

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those steps of profit generation. However, this is not the true measure of a company’s good management skills. A 14.

3% return on assets is essentially a good thin

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g, but not good enough. Although the company is generatin

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g 14. 3% profit in

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the use of its assets, this rate should be higher for people to realize that the management makes efficient use of the resources that the company owns. A lower rate in

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this field in

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dicates that the company should thin

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k of better ways in

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in

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vestin

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g its assets or puttin

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g the assets in

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to good use. The in

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vestor’s would not be that happy to know that the asset management of the company is not given much concern.

However, in

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the field of return in

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equity, the in

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vestors would have been happy to realize that the operations that the company went through on the previous year has just earned them a 27. 3% pay-off on their in

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vestment. It means that they have gain

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ed 27. 3% of the amount that they have in

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vestment in

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the company, in

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dicatin

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g excellent in

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vestin

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g skills of the company through the use of in

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vestor’s in

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vestments. The company should main

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tain

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this level of return on equity just to main

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tain

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the level of satisfaction of the in

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vestors.

The debt to asset ratio should be higher than that of the debt to equity ratio sin

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ce this is an in

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dicator of company’s liquidity. A 42. 3% ratio is a good thin

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g sin

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ce it would only take 42. 3% of the total of the assets to cover up the fin

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ancial obligations that the company has. It also shows that the company can still manage to borrow money from fin

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ancial markets if ever they need to sin

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ce they would still have enough of their assets to cover up any additional debts that the company may in

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cur to engage in

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expansions, marketin

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g strategies and in

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vestment decisions. This ratio affects the rate at which a company may be viewed as risky or not.

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