Harley Davidson case analysis -- with IFE, EFE, CPM, and TOWS matrix...

Topics: Harley-Davidson, Motorcycle, Harley Owners Group Pages: 12 (1575 words) Published: February 20, 2003

Company Mission Statement:

"We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycled and branded products and services selected market segments"

Company Vision Statement:

"Harley-Davidson is n action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government and society). Harley-Davidson believes the key to success is to balance stakeholders' interests through the empowerment of all employees to focus o value-added activities"

Current Strategy:

Differentiation Strategy

Relevant History:

öIn 1903, Harley-Davidson was formed in the Davidson's family backyard. Formed by the Davidson Brothers (William D, Walter, Arthur) and William S. Harley

öIn 1909, Harley-Davidson introduced its first V-twin engine, which is the Company's' standard to this day.

öDuring the World War I, Harley-Davidson supplied the military with 20,000 motorcycles

öIn 1930's after the World War I, great depression devastated the motorcycle industry. Harley is one of the survivor

öIn 1941, World War II, Harley-Davidson produced more than 90,000 motorcycles

öIn 1947, Harley-Davidson added additional facilities in Milwaukee because demand for motorcycle exploded after the World War II

öIn 1953, Indian closed and Harley-Davidson was the king of the road

öIn 1965, Harley ended family ownership with a public offering

öIn 1969, the company merged with the American Machine and Foundry Company

öIn 1981, 13 managers purchased the business from AMF

öIn 1986, Harley-Davidson INC. became publicly held

öIn 1983, Harley owner's group (HOG) was formed

Company Profile:

öNet sales totaled $ 2452.9 million in 1999, an 18.8% increase over 1998

öNet income was $ 267.2 million, up 25.2% from 1998

öDiluted earnings per share for 1999 was $ 1.73, up 25.3%

ö40% annual growth rate in its stock price since going to public in 1986

öAn increase in the price of the company's shares in 1998

öTotal assets in 1999 was 2.112.07 million, an 9.9% increase over 1998

öTotal liabilities was $ 950.99, up 6.8% from 1998

öTotal shareholder's equity was $ 1,161.08 million, an 12.73% increase in 1998

Harley-Davidson ended 1999 with a 6.5% share of the European Heavyweight market and a 19.6% share of the Japan/Australian heavyweight market.

Marketing Audit:

Joint Venture:

·The Eaglemark Financial Services INC. (Harley's Subsidiary) joint with Transamerica distribution Finance Corporation

·Formed Alliance with Ford Motor Company

Market Penetration:

·Attempted to create an increase awareness of the Harley-Davidson brand name among the non-riding public and to provide a wide range of products for enthusiasts by licensing the name "Harley-Davidson"

·Sponsors racing activities and special promotional events and participates in all major motorcycle consumer shows and rallies

Market Development:

·Harley has established an assembly operation in Brazil that imports US-made components for final assembly in Brazil. This increases the availability of Harley's motorcycle in Brazil and reduce duties and taxes, making them more affordable to a larger group of Brazilian customers

Management Capabilities:

Harley-Davidson was able to maintain its leadership in the motorcycle industry because of its Top Management. The Top Management have been executing a comprehensive motorcycle manufacturing strategy designed to increase its motorcycle production capacity. The Top Management of Harley-Davidson has done their part in maintaining growth and leadership in the motorcycle industry.

Core Competences:


·Motorcycles segment designs, manufactures and sells motorcycles, motorcycle parts, accessories and merchandise. Harley's heavyweight class of motorcycle...
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