Module1

Harley-Davidson: A Unique, Loyal Stakeholder Base

In this course we are going to be looking at Harley-Davidson Motor Company from a strategic management perspective. This organization is quite unique in that it has worked very hard through the years to build its brand and has acquired a loyal following. This loyal customer following has actually been quite a phenomonen and many have even identified it as "cultlike." That is to say, H-D is unique, particularly from a stakeholder perspective.

The corporation is now reaching to other countries in an attempt to expand its niche across borders and oversees. There is a lot of competition in the motorcycle market. Some competitors include Kawasaki, Yamaha, Suzuki, Indian, Victory, BMW and Triumph motorcycles.

And although H-D dominated the heavy-weight motorcycle market in America for many years, in recent decades many of the above mentioned competitors have developed cruisers and touring bikes of their own, emulating H-D’s bikes to include a V-twin engine design.

Case Assignment

For this assignment, you are to read the information in the background material, spend some time getting a feel for H-Ds history, strategy and key stakeholders, and then write a 3- to 4-page report for your professor and the executives of Harley-Davidson by addressing the following assignment requirements:

i. Discuss to what degree you believe Harley-Davidson is currently proceeding towards its mission, vision, and values.

ii. Identify two or three of H-D’s most important stakeholders and discuss whether Harley-Davidson’s current strategic direction is aligned with the needs of the corporation’s stakeholders? Please explain your reasoning.

iii. Based on your analysis and findings, what would you recommend to the executives of Harley-Davidson? Why? Please explain your reasoning.

Notes:

i. Please note that this is an advanced level course so you must show and demonstrate your ability to provide a well reasoned response.

ii. Also please note that your report/assignment will not be accepted without proper citations and references. You must use the sources from the background material together with the sources you find your own.

Assignment Expectations

This paper should include:

An introduction stating the thesis, position, or central theme you plan to take in your paper.

A main body discussing:

1. Your interpretation of H-D's mission and vision.

2. Your assessment of the stakeholders and their needs/goals.

3. Your critical assessment as to whether H-D's mission and vision takes their stakeholders into account.

4. Your recommendations to H-D executives.

A conclusion concisely stating the main points of your analysis and the conclusions you reached.

Be sure to document your sources and provide in-text citations whenever you use information you obtained from a background reading or other outside source, as well as a separate reference list at the end of the paper. You may use footnotes instead, if you prefer, but youmustdocument where you got the information you are using in your papers!

The following criteria will also be used to assess your paper:

1. Precision: Does the paper address the question(s) or task(s)?

2. Breadth: Is the full breadth of the subject (i.e., all the keys to the assignment) addressed?

3. Depth: Does the paper/report address all elements of the topic in sufficient depth? Does it include and apply the background readings and other background resources? Are they included as references?

4. Critical thinking: Are the concepts of this module applied accurately, logically, and relevantly?

5. Organization: Is the paper organized in a coherent and systematic manner? Are headings included in all papers longer than 2 pages

6. Clarity: Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of response to the questions, or are thoughts conveyed through excessive use of quotations?

Module 1 - SLP

Company Mission, Vision, and Stakeholders

Strategic management starts with vision and mission. It consists of the analysis, decisions, and actions an organization undertakes in order to create and sustain competitive advantages.

For the SLP project, please pick a company (other than Harley-Davidson), preferably your own, and over the course of the next five modules, work to understand the strategy behind it.

If you are in the military it is perfectly acceptable to adapt the questions to the strategies, vision, and missions of your unit. However, you may need to be a little creative in how you apply various theories and concepts as much of the strategic management literature is based on competition between corporations.

OR

You can pick a company that interests you, one that has a lot of information on the web about their practices, and stick with that (You can pick another motorcycle company if you’d like, but again, make sure it’s a company other than H-D). Either way, the point of the SLP is for you to take the topic of the module and apply it to your life, be it to your company or a company that particularly interests you.

Please write a 1- to 2-page report for your professor. In Module 1 SLP, you do not need to write a detailed research report (save that for the Case).

Begin by identifying the organization which you will be studying. Explain how you will get the information you will use and why you picked this company.

Then identify the major mission and vision of the company, the goals and objectives and tell me if it is in line with the needs of the major stakeholders involved, e.g., the customers, the employees, and such.

Note:Please note that your report/assignment will not be accepted without proper citations and references. You must use the sources from the background material together with the sources you find your own.