Harley-Davidson Inc. 2008 Case Analysis

Topics: Motorcycle / Pages: 4 (879 words) / Published: May 1st, 2012
Case Analysis # 19
Harley- Davidson Inc. 2008

I. Current Situation A. Current Performance * First decline in 20 years * Leads industry in domestic sales * Increased share of foreign markets * Strong, highly recognizable brand name and trademarks

B. Strategic Posture 1. Mission * We fulfill dreams through the experience of motorcycling by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments.
Buell’s Mission * To develop and employ innovative technology to enhance “the ride” and give Buell owners a motorcycle experience that no other brand can provide. 2. Objectives * Increase market share both domestic and international * Grow production during a down economy * Gain new and younger customers * Maintain operational efficiently 3. Strategies * Grow H.O.G. and BRAG organizations with new memberships and chapters * Open the Harley-Davidson Museum * Expand Rider’s Edge New Rider Course to more states and countries to bring in more first time riders * Establish and maintain long-term relationships with suppliers, focus on collaboration 4. Policies * Invest in research and development to lead the market and develop products * Utilize just-in-time inventory, employee involvement, and statistical process control * Protect patents and trademarks

II. Strategic Managers A. Board of Directors 1. Eleven members 2. Well respected, half on board since mid 1990’s B. Top Management 1. Promoted from within 2. Brought company back to life 3. Responsible for current success III. External Environment A. Natural Environment * Seasonal variations * Market saturation

B. Societal Environment 1. Economic * Weak Dollar * Pending Recession 2. Technological * Younger and international markets demanding sleeker faster bikes

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