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12517953-HarleyDavidson-Strategic-Analysis - STRATEGIC...

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STRATEGIC MANAGEMENT CASE ANALYSIS CASE: HARLEY DAVIDSON, Inc. -2004 By RICHARD.A.COX FRANCIS MARION UNIVERSITY Submitted by, HARI PRAKASH.N.V
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Harley Davidson, Inc Mission Statement says: We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments Vision Statement says: “Harley-Davidson is an action-oriented, international company, a leader in its commitment to continuously improve [its] mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, Government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.
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MISSION analysis COMPONENTS YES / NO CUSTOMERS YES PRODUCTS & SERVICES YES MARKETS YES CONCERN FOR SURVIVAL YES TECHNOLOGY NO PHILOSOPHY YES SELF CONCEPT YES CONCERN FOR PUBLIC IMAGE YES CONCERN FOR EMPLOYEES NO MISSION STATEMENT EVALUATION MATRIX PROPOSED MISSION To be branded as the best motorcycle available in the world. PROPOSED VISION The best quality motorcycle, motorcycle products and financial services will be provided world wide is the commitment of Harley-Davidson. Customer satisfaction is our motto and the Harley-Davidson customers can experience the taste of reality of motorcycle dreams by relaying their satisfaction on us. Harley-Davidson is dedicated to use the advanced technology to produce the most superior motorcycle in domestic and international markets. Stay competitive and continue growth worldwide remain profitable and survive is our philosophy. Employees of Harley- Davidson are the foundation of the company and they are the driving force behind the Harley-Davidson name. The total team effort of Harley-Davidson employees is devoted to fulfilling dreams of customers and we believe that there is not a motorcycle riding experience like a Harley-Davidson’s. Excellence is our push though our Harley-Davidson bar and shield logo that says superior quality. Honesty and customer loyalty and these morals are the heartbeat of Harley-Davidson organization. Harley- Davidson do our part in supporting all environmental laws in every country we do
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business. Determination and commitment is the place where Harley-Davidson intends to stay. .
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EXTERNAL ANALYSIS PESTLE Harley-Davidson is one of the most admired and recognized companies in the world today. Academy of Motorcycling for those interested in learning to ride a motorcycle. “Riders-Edge” the motorcycling academy of Harley-Davidson introduced more than 1000 aspiring motorcyclists to the sport in 2000. Average purchaser of a U.S Harley-Davidson motorcycle is a married male in his mid-forties Average purchasers of a U.S Harley-Davidson have a household income of $78,600.
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