Margaret ChoppJustin CoveauPat Mikkelson

Scott Pugh

MBA 610BProfessor StambaughDecember 13, 2010

History / Mission / VisionHD Vision: We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality.

HD Mission: We ride with our customers and apply this deep connection in every market we serve to create superior value to our stakeholders.

HD Quality Mission: Customers for life… Harley-Davidson values the deep emotional connection that is created with our customers though our products, services, and experiences. We are fueled by the brand loyalty and trust that our customers place in us to deliver premium quality and the promise of a fulfilling lifetime ownership experience. We exemplify this commitment by embracing a culture of personal responsibility and stewardship for quality in everything we do.

Products

SymbolicWhat’s going on?

Harley-Davidson: "Live by it" HD is an example of how symbols permeate every fiber of an

organization It’s more then a business for the dealers, it’s a personal passion

What Options Are Available? Continue what you are doing Stay passionate / Stay “thirsty”

SymbolicNo other companies logo has been tattooed on more body parts than Harley’s Bar

and Shield; this emblem in itself is a billion dollar industry worldwide when you consider all the merchandise and licensing agreements sold.

StructureWhat’s going on?

Poor economy led to reduction in shipments Exiting of the Buell line

Exiting of “Sub-Culture”? Selling off of MV Agusta line Restructuring of operations to lower cost Financial services suffered

StructureWhat Options Are Available?

Task force addressing challenges and opportunities “Deliver Results Through Focus”

Growth - Strengthen Brand Continuous Improvement - Flexibility and Efficiency Leadership Development - Develop and Train Sustainability - Social and Environmental Responsibility

HD Expansion to India in 2010 “India is important to our long-term vision of being a truly

global company.” Keith Wandell, CEO, Harley Davidson

Human ResourcesWhat’s going on?

Inconsistency in practices between dealerships

What Options Are Available? Leadership - Align the organization behind a clear strategic

direction Empower the dealers through common goals and objectives

Train & Support the HD Dealers Influence through a reward system

Visibility in communities Ride with customers, dealers and employees at rallies Sponsorship of community programs

“One Company, One Team, One Direction”

Human Resources Strategy MapEmphasis on Customer Experience by Providing Support Services to Dealers

PoliticalWhat’s going on?

Dealerships in 70+ countries Conflicts between franchisees and corporate Oversaturation of dealers in locations Perceptions that parts are being built outside the U.S.

PoliticalWhat Options Are Available?

Alleviate political war fare between dealers in territories Market is contracting Attrition Consolidate with competitors and current dealers

Bikes are being built in the country where it is sold

Summary of IssuesWhat are HD’s Issues

Suggestions

Poor economy effects on HD’s sales (Structure) Inconsistency in practices between dealerships (HR) Globalization of HD (Political)

Common goals and objectives with dealerships (Structure) “Deliver Results Through Focus” (HR) Communication (Political)

Questions?