Harley Davidson Case Study

Topics: Motorcycle, Harley-Davidson, Harley Owners Group Pages: 4 (1025 words) Published: March 10, 2011
The company Harley Davidson was discovered by William S. Harley and Arthur Davidson when they designed their first motorcycle in 1903. The first dealership opened in Chicago in 1904. The mission of Harley Davidson is “We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.” Some of the components of an effective mission statement are incorporated within the mission statement. These components include the customer aspect, because the statement mentions the customer. Another is the market because the statement states that the company strives to create a superior value in every market in which it serves. The company also has a value statement that can probably be used in congruence with the mission statement. The value statement states that: “These are our values. They are the heart of how we run our business. They guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company.” •Tell the Truth.

Be Fair.
Keep Your Promises.
Respect the Individual.
Encourage Intellectual Curiosity.
The value statement includes the component of philosophy because it incorporates the beliefs, values, and ethical priorities of the company. However between the mission and value statements still, all of the components of an effective mission statement are not utilized. It is also typical for a mission statement to be longer than one sentence.

Improved Mission Statement
It is the mission of Harley-Davidson to ensure our customers with the best possible products to complete their entire riding experience, by providing quality motorcycles, genuine motor accessories, and apparel. We strive to enhance our technological skills to ultimately increase growth, profit, and success while competing in a worldwide market. We instill in our employees these values: tell the truth, be fair, keep your promises, respect the...

References: Adam, A. (2010, November 6). Harley Davidson swot analysis. Retrieved from http://www.mba-tutorials.com/marketing/1120-harley-davidson-swot-analysis.html
David, F. (2007). Strategic management: concepts and cases. Saddle River, New Jersey: Prentice Hall.
H-d student center. (n.d.). Retrieved from http://www.harley-davidson.com/en_US/Content/Pages/Student_Center/student-center.html
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