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Date Submitted: 09/14/2009 08:51 AM
U.I.O.G.D.
Department of Marketing Management
COLLEGE OF ARTS AND SCIENCES
San Beda College
Mendiola, Manila
HARLEY-DAVIDSON
_______________
IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR STRATEGIC MANGEMENT
_______________
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...