Harley Davidson

1. Company name: Harley Davidson , Ticker symbol: (HOG)

2. 10-K Report: http://investor.harley-davidson.com/phoenix.zhtml?c=87981&p=irol-reportsannual&locale=en_US&bmLocale=en_US

3. Link to company website: http://www.harley-davidson.com/content/h-d/en_US/home.html

4. Industry Name and NAISC Code: Motorcycle, Bicycle, and Parts Manufacturing, 336991

5. Profitability Ratios:

2013 2014 2015 Industry Average

Gross Profit Margin (Gross Profit / Sales) 37.26 36.54 38.41 25.19%

Operating Profit Margin (Operating Profit / Sales) 19.55 20.57 19.28 13.77%

Pre-Tax Net Profit Margin (Pre-Tax Profit / Sales) 733.99 844.61 752.21 413.69

Pre-Tax Return On Equity (Pre-Tax / Shareholders 26.35 26.84 28.35 45%

Pre-Tax ROA (Pre-Tax Profit / Total Assets) 7.79 8.66 7.37 18.24%

6.) Evaluation: The operating profit margin gives the business owner a lot of important information about the firm's profitability, particularly with regard to cost control. A high margin means that the company has good cost control and/or that sales are increasing faster than costs, which is the optimal situation for the company.

The pre-tax profit margin is important because it can help gauge what it costs the company to make money. Pretax profit margin is a company's earnings before tax as a percentage of total sales. The higher the pre-tax net profit margin, the more profitable the company.

Pre-Tax Return on Equity (ROE) measures the rate of return on the money invested by common stock owners and retained by the company thanks to previous profitable years. It demonstrates a company's ability to generate profits from shareholders' equity. Investors generally are interested in company's that have high, increasing returns on equity.

Pre-Tax Return on Assets (ROA) shows the rate of return being earned on all of the firm's assets regardless of financing structure (debt vs. equity). It is a measure of how efficiently the company is using all stakeholders' assets to earn returns.

- I was impressed with HD's P.T. Net Profit Margin. Through my studies of the industry I kept reading how Polaris was gaining market share with their Indian brand motorcycles, which may be the case, but NTNPM still remains strong and