Harley-Davidson Strategic Plan

Topics: Balance sheet, Asset, Revenue Pages: 19 (3939 words) Published: August 22, 2013
Executive Summary
Harley-Davidson, Inc. was founded in 1903 in Milwaukee, Wisconsin. It was one of only two U.S. motorcycle manufacturers to survive the Great Depression. From 1950 to 1980, H-D struggled to survive a difficult time in its history. During those years, they developed a poor reputation for quality and performance. Were it not for the federal government’s intervention, Harley might have gone out of business. Fear that major U.S. manufacturers like Harley-Davidson would be crushed by foreign competition provoked the government to impose a series of high tariffs. Japanese motorcycles in particular pose a significant threat to Harley’s profitability. Finally in the late 1980s and early 1990s, Harley was able to recover its image as a quality motorcycle company. Coupled with an improving economy, H-D was able to restore itself to profitability. As the brand became more respected, sales from non-motorcycle paraphernalia took off and now represent a significant portion of the company’s revenues. Strengthened by its recovery, Harley has managed to expand its operations and sales dramatically in recent years. They have expanded their global market extensively to include South America and Asia. In 2010, they even opened five dealerships in India. Harley strives to stay up with current and emerging trends. They have developed an environmentally friendly stance that center on what they call their “sustainability strategy”. They have been vocal about their efforts to reduce waste in manufacturing as well as promoting the fuel efficiency of their bikes. Harley is involved in a number of initiatives to promote their brand name, such as their collaborative efforts with Ford Motor Company and Craftsman tools. These efforts place the Harley name on Ford Trucks and Craftsman tool boxes. Harley appears to have learned from their mistakes of the past. They recognize the need to produce a quality product and to aggressively promote and advance their brand and products. Part I: The Organization

H-D Mission & Vision Statement
Harley-Davidson is screaming forward to its 2013, 110th Anniversary Celebration in Milwaukee, WI. Since 1903, Harley-Davidson has woven the iconic American motorcycle into the fabric of American culture. Today, Harley-Davidson spans its global influence to Latin America, Asia Pacific, Europe, Middle East, and Africa. Harley-Davidson is a unique company in the way that they connect with their customers and by doing so they separate themselves from the competition. Their mission and vision statement define this uniqueness. By remaining true to the mission, H-D retains a loyal stakeholder base. The mission statement reads:

We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders. Customers for life… Harley-Davidson values the deep emotional connection that is created with our 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 a fulfilling lifetime ownership experience. We exemplify this commitment by embracing a culture of personal responsibility and stewardship for quality in everything we do. The vision statement reads:

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. The mission statement clearly defines who and what are at the center of their success… the riders and the Harley-Davidson experience.

H-D Products & Services
Harley-Davidson has two segments of its operations. The first segment is the motorcycles and related products which designs, manufactures, and sells the H-D motorcycles, accessories, parts, merchandise, and related services (DeBaun, 2013). The Parts & Accessories (P&A) consists of...

References: DeBaun, K. (2013, May 3). Harley-Davidson Is Fairly Valued. Retrieved from Seeking Alpha: http://seekingalpha.com/article/1400361-harley-davidson-is-fairly-valued?source=yahoo
Harley-Davidson. (2013, May 3). 2012 Chariman 's Letter. Retrieved from Harley-Davidson: http://ar.harley-davidson.com/letter.php
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