Harley Davidson, Inc.

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Harley-Davidson, Inc. - 2009
Case Notes Prepared by: Dr. Mernoush Banton
Case Authors: Carol Pope and Joanne Mack

A.Case Abstract

Harley-Davidson, Inc. (www.harley-davidson.com) is a comprehensive strategic management case that includes the company’s calendar December 31, 2008 financial statements, competitor information and more. The case time setting is the year 2009. Sufficient internal and external data are provided to enable students to evaluate current strategies and recommend a three-year strategic plan for the company. Headquartered in Milwaukee, WI, Harley-Davidson, Inc. is traded on the New York Stock Exchange under ticker symbol HOG.

B. Vision Statement (Actual)

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.

Vision Statement (Proposed)

We want to make your motorcycle ride a safe and a lifetime experience.

C. Mission Statement (Actual)

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.

Mission Statement (Proposed)

Harley-Davidson is committed to providing the highest quality products and financial services to men and women worldwide (1, 3). The Harley name stands for customer satisfaction (7) and we would like all Harley customers to relay their satisfaction to all motorcycle dreamers. Harley-Davidson uses advanced technology to produce the superior motorcycles (4). Our philosophy is to conduct business with utmost integrity while serving our customers, employees, and shareholders (6). We appreciate the hard work of our employees (9). We push excellence though our Harley-Davidson bar and shield logo and the Harley Owners Group (HOG) (7). We continue to do our part in supporting all environmental laws in every country we do business (8). Harley-Davidson intends to stay committed and determined.

1. Customer
2. Products or services
3. Markets
4. Technology
5. Concern for survival, profitability, growth
6. Philosophy
7. Self-concept
8. Concern for public image
9. Concern for employees

D.External Audit

CPM – Competitive Profile Matrix

|  |Harley-Davidson |Honda |Yamaha | |Critical Success Factors |Weight |Rating |Weighted Score|Rating |Weighted Score|Rating |Weighted Score| |Advertising |0.08 |4 |0.32 |2 |0.16 |3 |0.24 | |Top Management |0.05 |2 |0.10 |2 |0.10 |3 |0.15 | |Customer Service |0.10 |4 |0.40 |3 |0.30 |2 |0.20 | |Technological Advances |0.09 |3 |0.27 |1 |0.09 |2 |0.18 | |International Market Sales |0.07 |3 |0.21 |4 |0.28 |2 |0.14 | |Global Expansion |0.06 |2 |0.12 |4 |0.24 |3 |0.18 | |Financial Position |0.07 |2 |0.14 |4 |0.28 |3 |0.21 | |Customer Loyalty |0.11 |4 |0.44 |3 |0.33 |2 |0.22 | |Market...
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