Startegic Audit

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Western Michigan University ScholarWorks at WMU Honors Theses Lee Honors College 12-10-2010 Harley-Davidson, Inc.: A Strategic Audit Sheila Lenz Western Michigan University Follow this and additional works at: http://scholarworks.wmich.edu/honors_theses Part of the Accounting Commons, Sales and Merchandising Commons, and the Strategic Management Policy Commons Recommended Citation Lenz, Sheila, "Harley-Davidson, Inc.: A Strategic Audit" (2010). Honors Theses. Paper 1853. This Honors Thesis-Open Access is brought to you for free and open access by the Lee Honors College at ScholarWorks at WMU. It has been accepted for inclusion in Honors Theses by an authorized administrator of ScholarWorks at WMU. For more information, please contact…show more content…
For example, Harley could have a strategy to only utilize suppliers with an ISO 9000 rating to produce Harley products. The current suppliers may be replaced with overseas or domestic suppliers as well. If Harley wants to ensure total control and quality for its customers it could also choose in-house production. Since Harley relies on brand recognition, the buyers of Harley-Davidson motorcycles have great influence over production decisions. The threat of substitute products for Harley motorcycles is average because of the brand recognition that Harley enjoys. If riders are not looking for the Harley-Davidson image and want a cheaper motorcycle, they may look at other brands. Rivalry in the industry is high with low-priced competitors such as Honda, Yamaha, and Suzuki. However, Harley-Davidson is an American icon with a strong image of quality and 'freedom' on the open road over the years. MarketingStrategy One of the largest marketing strategies for Harley-Davidson was the creation of HOG (Harley Owners Group). This allows owners to share experiences and network through rides, rallies, and other events. Another successful marketing strategy Harley created in 2000 is Rider's Edge which provides lessons for basic and advanced motorcycling skills. About 35% of the students in Rider's Edge are young adults and 37%o enrolled are women ("2009 Harley-Davidson Annual Report"). This
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