Harley-Davidson, Inc.

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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

ChapterPage

Executive Summary2

Brief Company Overview………………………………………………………………2

Porter’s Five Forces3

Industry PESTE Analysis6

Harley-Davidson PESTE Analysis8

Industry Value Chain Analysis ……….………………………………………………..8

Harley-Davidson Strategic Profile10

• Resources and Capabilities14
• Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies17
• SWOT Analysis……………………………………………………………….17 • Economic Value-Added Analysis……………………………………………..17

Suzuki Strategic Profile23

• Resources and Capabilities14
• Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies17

Honda Strategic Profile33

• Resources and Capabilities14
• Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies17

Polaris Strategic Profile45

• Resources and Capabilities14
• Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies17

Winnebago Strategic Profile45

• Resources and Capabilities14
• Value Chain Analysis………………………………………………………....14 • VRIO Analysis………………………………………………………………...14 • Core Competencies17

Strategic Recommendations and Implementation50

• Strategy 151
• Strategy 253
• Strategy 356
• Strategy 456
• Synergy62

References76

Brief Company Overview

Harley-Davidson, Inc. operates in the Consumer Goods sector, within the Recreational Vehicle industry, and specifically in the heavyweight motorcycle segment. While Harley-Davidson has two operational segments, motorcycle and financing, this report will focus only on the motorcycle operations of the company.

The Motorcycle segment designs, manufactures, and sells at wholesale primarily heavyweight (engine displacement of 651+cc) touring, custom and performance motorcycles. It also produces a line of motorcycle parts, accessories, general merchandise and related services. Harley-Davidson, which is the only major American motorcycle manufacturer, conducts business on a global basis, with sales primarily in North America, Europe, Asia/Pacific and Latin America. (Form 10-K, 2009)

“The primary business of the Motorcycles segment is to design and manufacture premium motorcycles for the heavyweight market and sell them at wholesale. The Company is best known for its Harley-Davidson motorcycle products. The Company’s worldwide motorcycle sales generate approximately 80% of the total net revenue in the Motorcycles segment during each of the years 2008, 2007 and 2006, respectively… Harley-Davidson branded motorcycle products emphasize traditional styling, design simplicity, durability and quality.”

Harley-Davidson has been a leader in the industry for the past 21 years. (Form 10-K, 2009)

Porter’s Five Forces

Rivalry

Harley-Davidson operates within the Recreational Vehicles industry along with five other major competitors: Winnebago, Polaris, Thor, Arctic Cat and Marine Products. The top performers within the industry and hold 92% of the market share by volume with a market capitalization of 64.653 Billion of a total Industry of 7 Billion (Yahoo Finance, 2009). Other firms in different industries that are direct product rivals include Honda Motor Company...
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