HARLEY-DAVIDSON

MGT485-0602A-10: Global Strategic Management

Unit 4 – Assignment 1, Individual Project: Strategy Implementation

2006

Strategic Audit for Harley Davidson (1981)

I. CURRENT SITUATION

A. Current Performance

Losing money, market share, and relevance in a changing industry with new foreign competitors.
• Stiff foreign competitors introducing new designs
• HD was too slow in development and unpredictable in reacting
• Outmoded technologies
• Poor quality and shoddy workmanship
B. Strategic Posture
I. Mission –"We fulfill dreams through the experiences of
motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments (Harley-Davidson website, p.2)."
2. Objectives
a) "We deliver experiences"
b) Developing relationships with all stakeholders—customers, employees, investors, suppliers, governments,......

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Title: Strategic Analysis
Approximate Word Count: 1972
Approximate Pages: 8 (250 words per double-spaced page)

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