Harley-Davidson Swot

MGT 310 – Harley-Davidson Case Study

Matthew C. Kneeland

Great Basin College

Abstract

This paper explores the Harley-Davidson company and answers five questions related to the management of the firm. First we analyze the data available and attempt to determine the major strengths and weaknesses of the firm. We are then asked to identify several potential opportunities and threats facing the firm. We will also examine the mission statement of Harley-Davidson and compare it with what Hellreigel suggests a mission statement should accomplish. Another issue we will look at is the competitive strategy of the company and which of the generic strategies defined by Hellreigel the company seems to be following. Finally, we will consider the diversification strategy that is emphasized by the management team of Harley-Davidson, Inc.

MGT 310 – Case Study 1

Harley-Davidson as an organization is very impressive. They have been successful for many years and have continued an overall trend of growth despite several periods of poor performance. The company’s brand and image is recognized worldwide as an icon of American culture and innovation. As the best known American manufacturer of motorcycles, the company holds a special place in the collective conscience of Americans. With an expanding presence in emerging markets the company seems poised for further growth. Despite several obvious strengths, Harley-Davidson has serious weaknesses as well. An aging core customer group, a high dependence on the domestic market and supply chain issues are just a few of the firm’s weaknesses. Opportunities for the company include a rising population, and an increasing demand for motorcycles in emerging markets. A highly competitive landscape with diverse competitors, an aging core customer group, and changing emission standards are threats the firm must manage. Harley-Davidson’s mission is focused and well thought out. The firm communicates its goal through a clear and well-stated mission...