Essay on Harley Case Study

2575 WordsJul 9, 201211 Pages
Executive Summary Mission, Quality Mission & Vision Statement: “We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.” “Customers for life…Harley-Davidson values the deep emotional connection that is created with our customers through our products, services, and experiences. We are fueled by the brand loyalty and trust that our customers place in us to deliver premium quality and the promise of a fulfilling lifetime ownership experience. We exemplify this commitment by embracing a culture of personal responsibility and stewardship for quality in everything we do.” “We fulfill dreams inspired by the many roads of the world by providing remarkable…show more content…
Research and Development * Product strategy 5 years out * Innovation-Vrod, Buell Blast, lower seating on Sportster, sleeker Softail, first 6-speed Dyna D. Operational and Logistics * Poor quality during AMF ownership garnered bad name (W) * Approximately 50% of employees own bikes themselves. This contributes to knowledge and customer satisfaction (S) * Focus on motorcycles/related products (S) * Garry Berryman’s keiretsu began Continuous Improvement Teams to work with suppliers (S) * 5 model families-Touring, Softail, Dyna and Sportster (S) * Close monitoring of supply, availability and pricing through JIT manufacturing * Harley-Davidson has 684 dealerships in the U.S. with 307 of those as combined Harley-Davidson/Buell dealers. There are 104 SRL's (Secondary Retail Locations), 68 ARO‘s (Alternate Retail Outlets), and 12 SRO‘s (Seasonal Retail Outlets). This gives Harley-Davidson 48% of U.S. motorcycle sales. * 26% of Harley-Davidson sales came from worldwide exports. Operations in Europe/Middle East/Africa at 370 dealers with 323 being combined with Buell, Japan had130 independent Harley dealers with 57 selling both brands, 12 Latin America countries had 31independent dealers, and Canada which has 75 dealers, 45 of were Harley-Davidson/Buell dealers. E. Human Resources * Provide service training schools (S) * Customized dealer software packages, owner’s club membership (S) * Maintain

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