Harley Davidson Case

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CASE 35
Harley-Davidson Inc. 2008: THRIVING THROUGH A RECESSION
Decision Date: Finish 2008 FY Sale: Finish
2009 FY Net Income: Finish
Introduction Finish
Current Situation
1. Current Performance
 European market share has continued to grow. Finish needs %
 Harley-Davidson controls nearly half of the market share for heavyweight motorcycles.
 2007, Harley-Davidsons net profits and new sales were down.
 Motorcycle shipments declined from 2006 to 2007. Harley-Davidson is currently unable to keep up with demand. 2. Strategic Posture
Clarity- Mission, objectives, strategies, and policies are clearly states as outlined below. * Mission - Appropriate
We ride without customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders. * Vision - Low vision
We fulfill dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary customer experiences; we fuel the passion for freedom in our customers to express their own identity. * Quality - Appropriate

Customer for life... Harley-Davidson values the deep emotional connection that is created without customers through our products, services, and experiences. We are fueled by the brand loyalty and trust that our customers place in us to deliver premium quality and the promise of fulfilling lifetime ownership experience. We exemplify this commitment by embracing a culture of personal responsibility and stewardship for quality in everything we do. PROPOSED MISSION - Keep Current Mission Statement.

The Harley-Davidson mission statement is designed to set Harley-Davidson apart from the competition, to the point that they are viewed as the standard in the motorcycle industry that all other try to emulate, and the only chose for consumers looking for the best. Harley-Davidson's mission statement is in line with the company’s current direction. PROPOSED VISION - Change the current vision to reflect the change in consumer trends and to attract a large client base. Harley-Davidson takes a unique approach with their vision statement. Most companies avoid having their vision statement so easily accessible to the public and the competition; in order to safe guard their future plans and objectives. Harley-Davidson’s vision statement is unique in that it reemphasizes their mission statement and focuses on staying the course that has proven to be highly successful. Harley-Davidson strives to be the best at what they do and realize that in order to be the best that all starts with having a product that is focused on customer satisfaction. Harley-Davidson is dedicated to use their over 100 years of experience to produce what they feel to be the most superior motorcycle in the domestic and international market place, so that their name is recognizable for excellence worldwide. Harley-Davidson vision is to stay on their current course, they feel that by continuing to do what has made them successful in the past, they will continue to be ahead of the competition, in all aspects of the industry. Harley-Davidson has said that their primary objective is fulfilling dreams of customers and relies on the quality of their motorcycle to give the consumer everything they envision when they think about the experience of riding a motorcycle. Harley-Davidson has put itself into a favorable strategic position, whereas when current or potential consumer sees the Harley-Davidson logo, they know what they are getting worldwide. With that being said Harley-Davidson is losing market share to their larger competitors and have looked over major segments of the consumer base. We recommend that to be as successful as they desire to be, they have to establish a strategy that is focused on not only the customers they have, but one that is focused on the customers they don't have. PROPOSED QUALITY - Keep current quality mission

Harley-Davidson...
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