ethical climate

Topics: Harley-Davidson, Strategic management, Motorcycle Pages: 8 (483 words) Published: January 6, 2014
ÇANKAYA UNIVERSITY
DEPARTMENT OF BUSINESS ADMINISTRATION

MAN 524 – STRATEGIC PLANNING AND MANAGEMENT
ANALYZING STRATEGIC MANAGEMENT CASE
Advisor
İrge ŞENER, Ph.D.

1

HARLEY DAVIDSON, INC.

SEDA AÇIKSÖZ SÖYLER
201180013

ORGANIZATIONAL PROFILE

Brief History


They began to make motorcycle first with two families “Harleys and Davidsons” .



After the World War I, they became the market leader becasue of their sole competitor influenced from the Great Depression and closed.



Up to 1970s they were sole motorcycle manufacturer and merged with AMF.



Up to 2000s their Japanise competitors presented a threat and also they had quality problems but they became publicly held and listed in NYSE.




3

They’ve made acqusition with MV Agusta and Muscolar Dystrophy.

In 21th century with some advertising programmes they’ve created brand loyalty.

FINANCIAL INDICATORS
The Changing Forest
Company

2007

Change

Sales in Units

303.479

330.619

(27.140)

Retail Sales

313.769

337.774

(24.005)

Net Revenue ($)

5.594.307

5.726.848

(132.541)

Net Income ($)

4

2008

654.718

933.843

(279.125)

THE PROBLEMS





Harley Davidson’s credit losses. Buyers can not obtain
financing. Many Harley owners sell their bikes. So financial problems continue.



Harley Davidson, Inc. can not become successful in the
international market .



5

Competitors improve designs and provide a competitive
market for Harley Davidson. They increase production,
more diversifed, develop new products, etc.

Their market segment is narrow.

SWOT
Strengths

Weaknesses

 Acqusition with Companies

 Decreasing distribution out of U.S.

 Financial Services (HDFS)

 Poor Diversified Products

 Strong Brand Loyalty

 Competing with Several Companies

Threats
 Recession and Depression

 Education and Sponsor Programmes

 Having Quality Problems

6

Opportunities

 Growth in International Market

 Seasonality

 Market Leader position in the U.S.

FIVE FORCES

Threats of New
Entrants
LOW

Bargaining Power of
Buyers
MODERATE

Competing Firms
in Industry
HIGH
Bargaining Power of
Suppliers
NOT KNOWN

7

Threat of Substitude
Products
HIGH

TOWS MATRIX

Strengths

Threats

8

SO Strategies:
• By acquiring with companies,
growth in International Markets
• With strong Brand Loyalty,
becoming market Leader

TS Strategies:
• Having own financial company
helps to overcome recession.
• Acquiring with companies
solve quality problems.

Weaknesses

Opportunities

WO Strategies:
• Increasing distributing out of
U.S., provide growing in
international market.
• More diversified products
satisfy all the customers.

WT Strategies:
• More diversified products
solve the seasonality problems.
• Competing in International
Market decreases the initial
financial risk.

RECOMMENDATIONS




They should sales up with more option.



They should develop products for females and younger bikers.



They should seek ways to increase sales out of the U.S.



They should diversify products and services as their competitors.



They should solve their financial problems.



9

They should follow their vision as they stated.

They should create again brand loyalty.

CASE UPDATE
By following this strategies;




By diversified products and services, they could become market leader all over the world.



10

By competing more succesful in the international market Harley Davidson diffused its financial risk.

By producing more developed and qualified products, they
could again provide brand loyalty on their customers and also they could reach more extended market segment.

THE END

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