12 Jul DISCUSS TO WHAT DEGREE YOU BELIEVE HARLEY-DAVIDSON IS CURRENTLY PROCEEDING TOWARDS ITS MISSION VISION AND VALUES.
STRATEGIC MANAGEMENT: MISSION VISION AND STAKEHOLDERS CASE STUDY
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Assignment Overview
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-Ds bikes to include a V-twin engine design.
Case Assignment
For this assignment read the information in the background material spend some time getting a feel for H-Ds history strategy and key stakeholders and then write a report for your professor and the executives of Harley-Davidson by addressing the following assignment requirements:
Discuss to what degree you believe Harley-Davidson is currently proceeding towards its mission vision and values.
Identify two or three of H-Ds most important stakeholders and discuss whether Harley-Davidsons current strategic direction is aligned with the needs of the corporations stakeholders. Explain your reasoning.
Based on your analysis and findings what would you recommend to the executives of Harley-Davidson? Why? Explain your reasoning.
**PLEASE USE THE FOLLOWING BACKGROUND INFORMATION**
Case Assignment Reading
Here is a copy of H-Ds Annual Report for 2011:
Harley-Davidson. (2012) Annual Report 2011. Retrieved from: https://media.corporate-ir.net/media_files/IROL/87/87981/HD.pdf
You will find H-Ds mission vision and value statements in the following document:
Harley-Davidson. (2012). Everyday Values: The Harley-Davidson Code of Business Conduct. Retrieved from:
https://media.corporate-ir.net/media_files/IROL/87/87981/Code_of_Conduct%20-%20English.pdf
The following Web page will provide you with many links to H-Ds operations that are important from a strategic management perspective.
Harley-Davidson. (2012). Quick Links (Investor Relations page). Retrieved from:
https://investor.harley-davidson.com/phoenix.zhtml?c=87981&p=irol-govhighlights&locale=en_US&bmLocale=en_US
Here are some articles that will provide you with some history about H-D as well as ideas as to efforts undertaken by the company in moving forward as an organization.
Fred (2008). A case study of Harley-Davidsons business practice. Infotechdesign. Retrieved from:
https://infotechdesign.net/itd/a-case-study-of-harley-davidsons-business-practices.html
Here is a press release from 2012 that provides some good overview information on what was going on at H-D in August of 2012:
Harley-Davidson (2012). Harley-Davidson shows continued improvement. Retrieved from: https://www.harley-davidson.com/en_US/Content/Pages/HD_News/Company/news.html?article=en_US/News/1483_press_release.hdnews
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