Harley Davidson Executive Summary Essay examples

Harley-Davidson, Inc. since its inception has specialized in selling dream motorcycles that are of high quality and distinctive in styles. The company in the past have seen turbulent business environment to the extent of leveraged buyout, infiltration of foreign made bikes as well as government regulations. Yet despite these factors, Harley-Davidson continues to reap profits, yield high growth of approximately 15% a year and retain its customer base (Official Website 2004). This position in the market is however limited to the US whereas in other countries of the world Harley-Davidson products remain luxury item requiring emotional attachment with American iconism.

Harley-Davidson, Inc. (www.harley-davidson.com) is a comprehensive strategic management case that includes the company’s calendar December 31, 2008 financial statements, competitor information and more. The case time setting is the year 2009. Sufficient internal and external data are provided to enable students to evaluate current strategies and recommend a three-year strategic plan for the company. Headquartered in Milwaukee, WI, Harley-Davidson, Inc. is traded on the New York Stock Exchange under ticker symbol HOG.

From only the result of 1st Quarter in 2017 of H-D Sales, the current sales decrease in Canada points at maturity stage as the average of PLC in worldwide market points at maturity stage. In addition, even though there is a great sales increase of the market in Latin America, there is an unexpected sales decrease from both United States and Canada. (Harley-Davidson, 2017). Besides of this, Harley Davidson Canada announced five detailed objectives such as building two million new Harley-Davidson riders in the U.S, growing international business, launching new product, delivering superior return on invested capital, and growing the business without environmental impact for a long-term strategy. (Harley-Davidson, 2017).

The history of Harley-Davidson began in 1903, in a 10 ' x 15 ' shed located in the Davidson family 's Milwaukee backyard. The Davidson brothers - William D., Walter, and Arthur – and William S. Harley crafted their first motorcycle using the best tools they had available – mostly their hands and their ingenuity.

Harley-Davidson business strategy is relating towards making decisions that are vital for market brand dominance with the targeted audience. The decision approach will give the information strategies used to improve sales forecast objectives. Over the years Harley-Davidson re-invent their strategies to adapt to market changes and improve efficiency in the manufacturing design and safety features. Harley-Davidson has used the cost leadership strategy through the alliances with other corporation when there is an opportunity to lower the cost of production for a given level of quality and gain market share through the sales in large quantities targeting broad markets (QuickMBA, 2010). Harley-Davidson customized motorcycles depending on the customer needs and wants which offers unique attributes that are valued by customers

Through Harley-Davidson Financial Services (HDFS), the company offers a package of wholesale and retail financial services for its products, providing it a competitive edge in the motorcycles business in the US and Canada regions. HDFS financed 51% and 30.4% of the new Harley-Davidson motorcycles retailed by independent dealers in the US and Canada respectively in 2011. HDFS provides wholesale financial services to Harley-Davidson motorcycle dealers, including floor plan and open account financing of motorcycles and motorcycle parts and accessories. These specific services provide a competitive edge to the company in capturing a higher market share and enhancing its bottom line.

Harley Davidson Inc. is an American motorcycle manufacturer. Founded in Milwaukee, WI, USA, during the first decade of the 20th century, It has become one of the most formidable players in the US motorcycle industry. Harley Davidson holds 50.2% of the motorcycle market share in the US. Demand for motorcycle is elastic hence Harley Davidson cannot price fix.

An Organization uses different types of Strategic Planning models which focus on strategy, planning, implementation and evaluation. However one common model involves the following six steps:

Then in return, these stakeholders will continue purchasing their products throughout their life time due to their unforgettable experience they have doing business with Harley-Davidson. Harley-Davidson believes the backbone in their business is their strong brand name and their loyalty with customers.

Celebrating their 100th anniversary next year, Harley-Davidson is a true American success story. From their modest beginnings in Milwaukee, Wisconsin to one of the most recognized company names worldwide, they have been passionate about motorcycles. Harley offers an experience like none other with the one of a kind look, feel, and sound only available on a Harley. Besides their main business of building and selling motorcycles, they have began to offer financing and insurance through Harley-Davidson Financial Services, and they also offer a full line of accessories and apparel to make the Harley experience complete.

Harley Davidson’s customer base is composed primarily of children from the baby boom era. As they became of age, they took the brand and made it one of the most powerful motorcycle brands in the world. Now those customers are getting older and this is having a great effect on the sales of Harley Davidson Motorcycles. Also, in 2008, we had a global economic recession. This greatly affected the sales of Harley Davidson because people were not able to spend money on luxury products such as motorcycles. The retail price of an average motorcycle produced by them was around $19,000, well out of range for the average consumer looking to buy a motorcycle. This combined with their aging customer base led to a couple of years of declining worldwide

Regardless of their emergence in the market in the year, in 1903, Harley-Davidson together with the motorcycle industry did not have an easy start until the end of the Second World War. Many people used motorcycles during the period the war took place. Harley-Davidson was instrumental in supplying around 90,000 motorcycles to the American military during this period. Many veterans opted to buy motorcycles after returning home. This is because they enjoyed riding the motorcycles during the war and desired to continue riding them after the end of the war. This generation was called the "baby boomers" and became the primary target for Harley-Davidson to market their products.

•     Started as a partnership between a draftsman and a pattern maker in Milwaukee, Wisconsin in 1903. William Harley and Arthur Davidson intrigued by the newly invented motorcycles began experimenting with ideas to design and build their own motorcycle. They enlisted Arthur's brothers, Walter a skilled mechanic and William a machinist who gave live to the Harley-Davidson Motor Company. That early partnership has evolved into a family of millions of Harley-Davidson, Inc. stakeholders throughout the world.

Retail. “The goal of this transformation at retail is quite simple: to provide a premium retail experience with every customer, every day and everywhere, while strengthening dealer profitability” (Harley Davidson, 2011, p.5). Harley Davidson plans to work with all of its stakeholders to ensure that all of its many faces culminate in a great customer experience. This includes an in store and online experience. The SMARTER principle is also not

Lenz, S. (2010). Harley-Davidson, Inc.: A Strategic Audit. Honors Theses, 1-21. Retrieved August 14, 2015, from http://scholarworks.wmich.edu/cgi/viewcontent.cgi?article=1552&context=honors_theses