U.I.O.G.D.

Department of Marketing Management

COLLEGE OF ARTS AND SCIENCES

San Beda College

Mendiola, Manila

HARLEY-DAVIDSON

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IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR STRATEGIC MANGEMENT

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BY:

DELA LUNA, ELBERT RAFAEL C.

PAGUIO, CARLO MONICO

MANAGUELOD, PATRICK JERICHO

GONZALES, REY ANGELO

September, 2009

Section 1 - Executive Summary

(3-5pages)

Section 2 - Comprehensive Written Analysis

Step 1- Existing Vision, Mission, Objectives and Strategies

Harley’s mission statement says, “We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles, branded products and services in selected market segments.”

Harley’s vision statement is as follows: Harley Davidson is an action-oriented, international company, a leader in its commitment to continuously improve (its) mutually beneficial relationships with stakeholders (customer, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.

One of the strategies of Harley-Davidson for its sustainable growth is that Harley has moved assembly operation of its ‘Dyna Glide’ family of motorcycles to its facility in Kansas City, Missouri, from York, Pennsylvania. Harley has also just built a new $145 million, 350,000 square-foot assembly plant in York on the side of its existing manufacturing facility. The president of the company feels that this new facility, coupled with the movement of production between the plants, will provide strong and flexible manufacturing capabilities. Harley also continues its focus on research and development with its 218,000 square-foot Product Development Center (PDC), which is currently in the process of...