Harley Davidson

Paper Summary:

This paper discusses the Harley-Davidson Motor Company (HDMC). It provides a general overview of the company and the three functional groups that manage it. It then analyzes strategic factors, opportunities and threats and gives recommendations for the company in a list form. The paper ends by suggesting ways to monitor company performance.

Table of Contents:
Company Overview
Analysis of Strategic Factors
HDMC Strengths
Brand Image
Market Share Leadership
Offerings Across Multiple Product Segments
Extensive Distribution Network
Strong Operating Performance
Weaknesses
Weak European Business Performance
Rising Dealer Inventory and Decline in Value of Pre-owned Vehicles
SEC Inquiry over Harley-Davidson Production Plans
Opportunities
Demand for Harley-Davidson Motorcycles
Expansion into New Demographics
Improvement in Efficiency
Threats
Intense Competition, Especially in European Markets
Increase in Raw Material Prices
Regulatory Issues
Strategic Alternatives and Recommended Strategy
Implementation
Evaluation and Control

From the Paper:

"In 2005, HDMC provided insight into the US Securities and Exchange Commission (SEC) was launching an inquiry into the company's April announcement that it would limit short-term production and decrease planned motorcycle shipments. On April 13, 2005, Harley-Davidson announced that it would increase motorcycle shipments from last year's 317,000 units to a target of 329,000 units, below the original plan of 339,000 units. The company also lowered earnings forecasts for the year, citing weak first-quarter sales and excess dealer inventory of 2005 models. In response, Harley-Davidson shares dropped nearly 17% to their lowest price in more than 14 months. After that announcement, a number of shareholder complaints were filed in the US District Court for the Eastern District of Wisconsin."

Sample of Sources Used:

• DataMonitor (2005), Harley-Davidson Company Profile. DataMonitor Corporation. September 2005. London, UK

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