Strategic Management: Mission, Vision, and Stakeholders
Harley-Davidson: A Unique, Loyal Stakeholder Base
In this course we will look at Harley-Davidson Motor Company from a strategic management perspective.
This organization is quite unique in that it has worked very hard through the years to build its brand and has acquired a loyal following. This loyal customer following has actually been quite a phenomonen and many have even identified it as "cultlike." That is to say, H-D is unique, particularly from a stakeholder perspective. The corporation is now reaching to other countries in an attempt to expand its niche across borders and overseas. There is a lot of competition in the motorcycle market, including Kawasaki, Yamaha, Suzuki,
Indian, Victory, BMW, and Triumph motorcycles.
Although H-D dominated the heavy-weight motorcycle market in America for several years, in recent decades many of the above-mentioned competitors have developed cruisers and touring bikes of their own, emulating H-D’s bikes to include a V-twin engine design.
For this assignment, read the information in the background material, spend some time getting a feel for
H-D's history, strategy and key stakeholders, and then write a 3- to 4-page report for your professor and the executives of Harley-Davidson by addressing the following assignment requirements:
i. Discuss to what degree you believe Harley-Davidson is currently proceeding towards its mission, vision, and values. ii. Identify two or three of H-D’s most important stakeholders and discuss whether Harley-Davidson’s current strategic direction is aligned with the needs of the corporation’s stakeholders. Explain your reasoning. iii. Based on your analysis and findings, what would you recommend to the executives of HarleyDavidson? Why? Explain your reasoning.
i. This is an advanced-level course, so you must demonstrate your ability to provide a well-reasoned response. ii. Your