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

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