Harley-Davidson, Inc.
Running Head: HARLEY-DAVIDSON, INC. & THE GREAT RIDE INTO THE SUNSET (OOPS)
Harley-Davidson, Inc.
External and Internal Analysis, Value Chain, Core Competencies and EVA Evaluations within the Competitive Recreational Vehicles Industry Environment
Including Strategic Recommendations.
Patrick Beach
Elise Boldt
Neil Colombini
Carl Seaberg
Heather Songer
Pacific Lutheran University
In partial fulfillment of the requirements for BUSA 499-02
Professor Quoc Pham
May 14, 2009
Table of Contents
Chapter Page
Executive Summary 2
Brief Company Overview………………………………………………………………2
Porter’s Five Forces 3
Industry PESTE Analysis 6
Harley-Davidson PESTE Analysis 8
Industry Value Chain Analysis ……….………………………………………………..8
Harley-Davidson Strategic Profile 10
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17 • SWOT Analysis……………………………………………………………….17 • Economic Value-Added Analysis……………………………………………..17
Suzuki Strategic Profile 23
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Honda Strategic Profile 33
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Polaris Strategic Profile 45
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Winnebago Strategic Profile 45
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Strategic Recommendations and Implementation 50
• Strategy 1 51 •
Harley-Davidson, Inc.
External and Internal Analysis, Value Chain, Core Competencies and EVA Evaluations within the Competitive Recreational Vehicles Industry Environment
Including Strategic Recommendations.
Patrick Beach
Elise Boldt
Neil Colombini
Carl Seaberg
Heather Songer
Pacific Lutheran University
In partial fulfillment of the requirements for BUSA 499-02
Professor Quoc Pham
May 14, 2009
Table of Contents
Chapter Page
Executive Summary 2
Brief Company Overview………………………………………………………………2
Porter’s Five Forces 3
Industry PESTE Analysis 6
Harley-Davidson PESTE Analysis 8
Industry Value Chain Analysis ……….………………………………………………..8
Harley-Davidson Strategic Profile 10
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17 • SWOT Analysis……………………………………………………………….17 • Economic Value-Added Analysis……………………………………………..17
Suzuki Strategic Profile 23
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Honda Strategic Profile 33
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Polaris Strategic Profile 45
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Winnebago Strategic Profile 45
• Resources and Capabilities 14 • Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies 17
Strategic Recommendations and Implementation 50
• Strategy 1 51 •
References: Boop, R (2006, May 31). QuadSki turns from ATV to a PWC in minutes. Retrieved February 24, 2009, from Jetski.com Web site: http://www.jetski.com/article.cfm?id=659 Canadian, P (2008, October 22). Anti-lock brakes trim fatal motorcycle crashes: study. Retrieved February 24, 2009, from Canadian Broadcast Centre Web site: http://www.cbc.ca/news/story/2008/10/22/iihs-motorcycles.html Cate, M (2009, February 18). New law halts sale of ATVs for kids. Retrieved February 24, 2009, from Arkansas Online Web site: http://www2.arkansasonline.com/news/2009/feb/18/new-law-halts-sale-atvs-kids-20090218/ Datamonitor, (2007, November). Motorcycles in the United States. Industry Profile, Retrieved February 23, 2009, from http://web.ebscohost.com/bsi/pdf?vid=6&hid=115&sid=60f53058-dbd4-402c-8546-03baa6899d4a%40sessionmgr107 Datamonitor, (2008). Motorcycles Industry Profile: United States. Retrieved February 20, 2009, from Datamonitor Industry Profiles Authority database. Datamonitor, (2004). Motorcycle Manufacturing Industry Profile: United States. Retrieved February 20, 2009, from Datamonitor Industry Profiles Authority database. Delozier, G Harley Davidson 's Worst Nightmare? The Electric Motorcycle. Retrieved February 24, 2009, from Investor Spot Web site: http://inventorspot.com/articles/Harley_electric_motorcycle_7293 Harley-Davidson, Inc. (n.d.). (2008). Retrieved February 20, 2009, from Datamonitor Company Profiles Authority database. Koncept, A (2008). Recreational Vehicle Market: Aging Baby Boomers to Fuel Growth. Retrieved February 25, 2009, from Koncept Analytics Web site: Marshall, S (2007, June 21). Born to be wild, bikers play it safe. Retrieved February 24, 2009, from USA Today Web site: http://www.usatoday.com/news/nation/2007-06-13-motorcycles_N.htm http://www.konceptanalytics.com/reportDetail.aspx?reportID=28 Micromem, (2009, February 23) Continuous Engine Oil Monitoring -- Saves Money and Car Engines. Retrieved February 26, 2009, from Micromem Web site: http://www.businesswire.com/portal/site/google/ ?ndmViewId=news_view&newsId=20090223005168&newsLang=en Motorcycles Industry Profile: United States. (2008). Retrieved February 20, 2009, from Datamonitor Industry Profiles Authority database. Motorcycle Manufacturing Industry Profile: United States. (2004). Retrieved February 20, 2009, from Datamonitor Industry Profiles Authority database. Pascale, N (2006, May 15). A Practical Way to Drive Cycle Sales. Retrieved February 26, 2009, from AllBusiness.com Web site: http://www.allbusiness.com/sector-44-45-retail-trade/motor-vehicle-parts-dealers/1175040-1.html SnowRider, (2002, January) from SnowRider Magazine Web site: http://www.snowridermag.com/2003/1-DA.html Wachter, D (2009, February 21) February 24, 2009, from Tricities.com Web site: http://www.tricities.com/tri/news/local/article/motorcyclists_reap_benefits_from_the_stimulus_package/20722/ Wasef, B (2009, February 6) from Automative Business Review Web site: http://www.automotive-business- review.com/article_news.asp?guid=E4B915AC-36CF-4988-9CD5-736805E3876B Yahoo, (2009, February 17) Rebound. Retrieved February 23, 2009, from Yahoo! Finance Web site: http://finance.yahoo.com/news/RV-Industry-Optimistic-prnews-14387167.html Winnebago Industries, Inc., (October 31, 2008) Winnebago Industries, Inc., (2006). Retrieved March 1, 2009, from Winnebago Industries, Inc. Web site: http://www.winnebagoind.com Rosen, Norm (2004) March 21, 2009, from RV Lifestyle Web site: http://www.rvlifemag.com/file354/winnebago354.html Inbound Logistics Genus Technologies, LLC. (2008). Case Study: Winnebago Industries Genus Technologies. Rotocast, (2008). Rotocast Technologies, Inc.. Retrieved March 21, 2009, from Rotocast Technologies, Inc Web site: http://www.rotocastmold.com Ackerman, R. (2009). Harley Picks Up Speed. Retrieved March 20, 2009 from Forbes.com: http://www.forbes.com/2009/03/18/ harley-davidson-motorcycle-markets-equity-loan.html?partner=yahootix. Alvin. (2008). Harley-Davidson plans R&D center in Milwaukee. Retrieved March 20, 2009 from Harleyspot.com: http://www.harleyspot.com/newsarticle/32/ harley-davidson-plans-r-d-center-in-milwaukee/. Arnold, P. (2007). Harley Davidson. Born to be…Predictable. Retrieved March 20, 2009 from ReliablePlanet.com: http://www.reliableplant.com/article.asp?articleid=7049 Golden, J Harley-Davidson, Inc. (2009). HarleyDavidson.USA Index. Retrieved March 20, 2009 from HarleyDavidson.com: http://www.harley-davidson.com/wcm/Content/Pages/home.jsp?locale=en_US Harley-Davidson, Inc Harley-Davidson, Inc. (2009). Form 10K Filing. Retrieved March 20, 2009 from Sec.Edgar.com: http://www.sec.gov/archives/edgar/data/793952/000119312509031412/d10k.htm. Hannon, D. (2003). The Harley Triangle: Where freight inefficiency disappears. Retrieved March 20, 2009 from AllBusiness.com: http://www.allbusiness.com/company-activities-management/operations-supply/6265424-1.html Imperato, G Kobe, G. (2002). Cost choppers: Harley-Davidson strikes the delicate balance between shrinking costs and growing trust with its supply community. Retrieved March 20, 2 009 from BNet.com: http://findarticles.com/p/articles/mi_m3012/is_6_182/ai_87460206