ethical climate
ÇANKAYA UNIVERSITY
DEPARTMENT OF BUSINESS ADMINISTRATION
MAN 524 – STRATEGIC PLANNING AND MANAGEMENT
ANALYZING STRATEGIC MANAGEMENT CASE
Advisor
İrge ŞENER, Ph.D.
1
HARLEY DAVIDSON, INC.
SEDA AÇIKSÖZ SÖYLER
201180013
ORGANIZATIONAL PROFILE
Brief History
They began to make motorcycle first with two families “Harleys and Davidsons” .
After the World War I, they became the market leader becasue of their sole competitor influenced from the Great Depression and closed.
Up to 1970s they were sole motorcycle manufacturer and merged with AMF.
Up to 2000s their Japanise competitors presented a threat and also they had quality problems but they became publicly held and listed in NYSE.
3
They’ve made acqusition with MV Agusta and Muscolar Dystrophy.
In 21th century with some advertising programmes they’ve created brand loyalty.
FINANCIAL INDICATORS
The Changing Forest
Company
2007
Change
Sales in Units
303.479
330.619
(27.140)
Retail Sales
313.769
337.774
(24.005)
Net Revenue ($)
5.594.307
5.726.848
(132.541)
Net Income ($)
4
2008
654.718
933.843
(279.125)
THE PROBLEMS
Harley Davidson’s credit losses. Buyers can not obtain financing. Many Harley owners sell their bikes. So financial problems continue.
Harley Davidson, Inc. can not become successful in the international market .
5
Competitors improve designs and provide a competitive market for Harley Davidson. They increase production, more diversifed, develop new products, etc.
Their market segment is narrow.
SWOT
Strengths
Weaknesses
Acqusition with Companies
Decreasing distribution out of U.S.
Financial Services (HDFS)
Poor Diversified Products
Strong Brand Loyalty
Competing with Several Companies
Threats
Recession and Depression
Education and Sponsor Programmes
Having Quality Problems
DEPARTMENT OF BUSINESS ADMINISTRATION
MAN 524 – STRATEGIC PLANNING AND MANAGEMENT
ANALYZING STRATEGIC MANAGEMENT CASE
Advisor
İrge ŞENER, Ph.D.
1
HARLEY DAVIDSON, INC.
SEDA AÇIKSÖZ SÖYLER
201180013
ORGANIZATIONAL PROFILE
Brief History
They began to make motorcycle first with two families “Harleys and Davidsons” .
After the World War I, they became the market leader becasue of their sole competitor influenced from the Great Depression and closed.
Up to 1970s they were sole motorcycle manufacturer and merged with AMF.
Up to 2000s their Japanise competitors presented a threat and also they had quality problems but they became publicly held and listed in NYSE.
3
They’ve made acqusition with MV Agusta and Muscolar Dystrophy.
In 21th century with some advertising programmes they’ve created brand loyalty.
FINANCIAL INDICATORS
The Changing Forest
Company
2007
Change
Sales in Units
303.479
330.619
(27.140)
Retail Sales
313.769
337.774
(24.005)
Net Revenue ($)
5.594.307
5.726.848
(132.541)
Net Income ($)
4
2008
654.718
933.843
(279.125)
THE PROBLEMS
Harley Davidson’s credit losses. Buyers can not obtain financing. Many Harley owners sell their bikes. So financial problems continue.
Harley Davidson, Inc. can not become successful in the international market .
5
Competitors improve designs and provide a competitive market for Harley Davidson. They increase production, more diversifed, develop new products, etc.
Their market segment is narrow.
SWOT
Strengths
Weaknesses
Acqusition with Companies
Decreasing distribution out of U.S.
Financial Services (HDFS)
Poor Diversified Products
Strong Brand Loyalty
Competing with Several Companies
Threats
Recession and Depression
Education and Sponsor Programmes
Having Quality Problems