Strategic Audit of Harley Davidson
Harley Davidson We have decided to address problems and causes within the Harley Davidson Company by using a strategic audit which will explain past, present and future trends within this organization.
I. Current Situation A. Current Situation
Excellent financials, low debt load, 2001 was the 16th consecutive year with record performance. Price/earnings ratio is positive.
World wide retail for 4th quarter 12.9% growth over year 2000.
Forbes named Harley-Davidson its "Company of the Year" for 2001.
Selected by Business Week as on of the nation's "Most Admired Companies."
Projected sales figures for 2003 look strong.
B. Strategic Posture 1. Mission
The mission of this company is to "fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments." Harley-Davidson wants to have happy customers that will continue to buy this brand for life. Their vision states that they are an "action oriented international company," and that they are committed to improving its relationships with stakeholders. They believe that through balancing their stockholder's interests and the "empowerment" of employees to concentrate on valued activities they will find success and continue to be successful. Buell mission statement "is 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
Buell motorcycle products emphasize innovative design, responsive handling, and overall performance.
Design, manufacture, and sell premium motorcycles for the heavyweight market.
Emphasized traditional styling, design simplicity, durability, ease of service, and evolutionary change.
Straddle class boundaries.
Market targets four segments, standard, which emphasized simplicity and cost; performance, which emphasized handling
I. Current Situation A. Current Situation
Excellent financials, low debt load, 2001 was the 16th consecutive year with record performance. Price/earnings ratio is positive.
World wide retail for 4th quarter 12.9% growth over year 2000.
Forbes named Harley-Davidson its "Company of the Year" for 2001.
Selected by Business Week as on of the nation's "Most Admired Companies."
Projected sales figures for 2003 look strong.
B. Strategic Posture 1. Mission
The mission of this company is to "fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments." Harley-Davidson wants to have happy customers that will continue to buy this brand for life. Their vision states that they are an "action oriented international company," and that they are committed to improving its relationships with stakeholders. They believe that through balancing their stockholder's interests and the "empowerment" of employees to concentrate on valued activities they will find success and continue to be successful. Buell mission statement "is 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
Buell motorcycle products emphasize innovative design, responsive handling, and overall performance.
Design, manufacture, and sell premium motorcycles for the heavyweight market.
Emphasized traditional styling, design simplicity, durability, ease of service, and evolutionary change.
Straddle class boundaries.
Market targets four segments, standard, which emphasized simplicity and cost; performance, which emphasized handling
References: NetMBA Business Knowledge Center, SWOT Analysis, Internet Center for Management and Business Administration, Inc. Copyright 2002-2005. Retrieved January 4, 2006. http://www.netmba.com/strategy/swot/ Wheelen, T. Hunger, J. (2006). Strategic Management and Business Policy; Tenth Edition. Upper Saddle River, New Jersey: Prentice-Hall, Inc. Official Harley-Davidson website. Retrieved January 14, 2005. http://www.harleydavidson.com/CO/NEW/en/PressRelease_Date.asp?locale=en_US&bmLocale=en_US&HDCWPSession=DhhJQNCvW0gtyyr0TlP4yyXctbzmXZyJvWYvwx7tFclwl1vgyK3M!976980882!262704913&id_in=781&dspmm=4&dspyy=2005