harley davidson cruiser case study
Section I: Organization’s Business, Mission, and Goals
1.1) Business Definition
Harley-Davidson is and American motorcycle manufacturer where founded in Milwaukee, Wisconsin. Harley-Davidson only focuses on heavyweight motorcycle with engine displacement greater than 700cc during 1970s, but they noticed that is opportunities on chopper style of motorcycle. Therefore they try to build new product plant and started to manufacture new types of motorcycle, until nowadays, Harley-Davidson have more than 100 models in the markets.
1.2) Business Mission
Harley-Davidson values the deep emotional connection that is created with their customers through their products, services and experiences. They are fueled by the brand loyalty and trust that their customers places in worldwide to deliver premium quality and the promise of a fulfilling ownership experience.
1.3) Business Goals
Production Objectives
To increase productivity speed by 10% within 2015 in order to fulfill customer needs.
Stay ahead of the market competitors and produce minimum 1 innovate and new products per year for the next 3 years in order to maintain as the leader in the industry.
Financial Objectives
To achieve by approximately 10% increase of net profit for the next 3 years.
To reduce cost of production around 5% within the next 3 years
Marketing Objectives
To increase market share by 10% by 2015 by targeting on their new target market (Young adult 18-34, Causasian Women 35-74, African-Americans 35-74 and Hispanics 35-74).
To achieve constant annual growth of 5% to 10% revenue per year until 2015.
Section II: Organizational Growth Opportunities
2.1) Environmental Opportunities
The motorcycle market appeared to be full of opportunity in today’s market due to the increasing demand of the consumers who love bikes. However, cruiser market share is expected to increase the most in the motorcycle industry. This foreseen opportunity is due to the expansion of the market
1.1) Business Definition
Harley-Davidson is and American motorcycle manufacturer where founded in Milwaukee, Wisconsin. Harley-Davidson only focuses on heavyweight motorcycle with engine displacement greater than 700cc during 1970s, but they noticed that is opportunities on chopper style of motorcycle. Therefore they try to build new product plant and started to manufacture new types of motorcycle, until nowadays, Harley-Davidson have more than 100 models in the markets.
1.2) Business Mission
Harley-Davidson values the deep emotional connection that is created with their customers through their products, services and experiences. They are fueled by the brand loyalty and trust that their customers places in worldwide to deliver premium quality and the promise of a fulfilling ownership experience.
1.3) Business Goals
Production Objectives
To increase productivity speed by 10% within 2015 in order to fulfill customer needs.
Stay ahead of the market competitors and produce minimum 1 innovate and new products per year for the next 3 years in order to maintain as the leader in the industry.
Financial Objectives
To achieve by approximately 10% increase of net profit for the next 3 years.
To reduce cost of production around 5% within the next 3 years
Marketing Objectives
To increase market share by 10% by 2015 by targeting on their new target market (Young adult 18-34, Causasian Women 35-74, African-Americans 35-74 and Hispanics 35-74).
To achieve constant annual growth of 5% to 10% revenue per year until 2015.
Section II: Organizational Growth Opportunities
2.1) Environmental Opportunities
The motorcycle market appeared to be full of opportunity in today’s market due to the increasing demand of the consumers who love bikes. However, cruiser market share is expected to increase the most in the motorcycle industry. This foreseen opportunity is due to the expansion of the market