Harley Davidson-Strategic Analysis

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Strategic Analysis

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Table of Contents

I. INTRODUCTION A. Brief History 1. Harley-Davidson 2. The Motorcycle Industry B. Harley-Davidson 1. Mission Statement 2. Vision Statement D. Problem Statement 1. What is the Future of Harley-Davidson?

II. EXTERNAL ASSESSMENT A. Nature of the Industry 1. Economic 2. Social 3. Technological 4. Future of the Industry

B. Competitive Analysis 1. Industry Attractiveness and Barriers 2. Key Success Factors 3. Competitor Analysis

III. INTERNAL ASSESSMENT A. Individual Analysis of Harley-Davidson 1. Nature of the Firm 2. Management 3. Financial Position 4. Financial Ratio Analysis

IV. STRATEGIC CHOICE A. SWOT Analysis B. Strategy for the Future

V. CONCLUSION

VI. REFERENCE SECTION

I. INTRODUCTION A. Brief History Harley-Davidson Harley-Davidson is an American motorcycle manufacturer founded in Milwaukee, Wisconsin, in 1903 when Bill Harley and Arthur Walter Davidson developed a one-cylinder motorcycle. In 1905 they made and sold11 motorcycles; in 1908 they sold 154, and a company was born in a little wooden barn that was built by Davidson 's father. Harley-Davidson, Inc. produces and sells heavyweight motorcycles, as well as motorcycle parts and accessories. It operates in two segments, Motorcycles and Related Products, and Financial Services. The Motorcycles and Related Products segment deals in the design, manufacture, and sale of heavyweight touring, custom, and performance motorcycles mostly in North America, Europe, the Middle East, Africa, Asia, and Latin America. It also produces a line of motorcycle parts and accessories, including replacement parts and decorative accessories. It also offers general merchandise, such as apparel and related services. The Financial Services segment provides wholesale and retail financing, and insurance and insurance-related programs to the company’s dealers and



References: Cato, Jeremy (8 August 2003). "Harley-Davidson at 100". The Vancouver Sun (Vancouver, B.C.): p. E.1.Fro. Fessler, Clyde. (H-D VP for Business Development), “Rotating leadership at Harley-Davidson: from hierarchy to interdependence,” Strategy & Leadership, July 17, 1997. Harley-Davidson, Inc. Annual Reports, 2000 to 2009. Mitchel, D. (1997). Harley-Davidson Chronicle - An American Original. Publications International Limited. pp. 68–69. Reid, Peter. “How Harley beat back the Japanese,” Fortune, September 25, 1989. Roth, Stephen. “Harley’s goal: unify union and management,” Kansas City Business Journal, May 16, 1997. Setright, L.J.K. (1979). The Guinness book of motorcycling facts and feats. Guinness Superlatives. pp. 8–18. Strauss, Gary. “Born to be bikers,” USA Today, November 5, 1997. [2] Mitchel, D. (1997). Harley-Davidson Chronicle - An American Original. Publications International Limited. pp. 68–69. [5] Howe, Robert F. Smithsonian magazine, August 2003, pg. 36 - "Wild Thing." [6] Bellman, Eric (August 28, 2009) [8] Setright, L.J.K. (1979). The Guinness book of motorcycling facts and feats. Guinness Superlatives. pp. 8–18. [9] Cato, Jeremy (8 August 2003). "Harley-Davidson at 100". The Vancouver Sun (Vancouver, B.C.): p. E.1.Fro. hierarchy to interdependence,” Strategy & Leadership, July 17, 1997.

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