Unique, Loyal Stakeholder Base

Harley Davidson: A Unique, Loyal Stakeholder Base

In this course we are going to be looking at Harley Davidson Motorcycles Corporation, Inc. 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 “cult like”. That is to say, HD is very unique, and particularly unique 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 HD 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 HD’s bikes to include a V-twin engine design.

For this assignment, you are to read the information in the background material, spend some time getting a feel for HDs history, strategy and key stakeholders, and then write a 3 to 4 pages 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 HD’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.

Case expectations