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ethical climate
ÇANKAYA UNIVERSITY
DEPARTMENT OF BUSINESS ADMINISTRATION

MAN 524 – STRATEGIC PLANNING AND MANAGEMENT
ANALYZING STRATEGIC MANAGEMENT CASE
Advisor
İrge ŞENER, Ph.D.

1

HARLEY DAVIDSON, INC.

SEDA AÇIKSÖZ SÖYLER
201180013

ORGANIZATIONAL PROFILE

Brief History


They began to make motorcycle first with two families “Harleys and Davidsons” .



After the World War I, they became the market leader becasue of their sole competitor influenced from the Great Depression and closed.



Up to 1970s they were sole motorcycle manufacturer and merged with AMF.



Up to 2000s their Japanise competitors presented a threat and also they had quality problems but they became publicly held and listed in NYSE.




3

They’ve made acqusition with MV Agusta and Muscolar Dystrophy.

In 21th century with some advertising programmes they’ve created brand loyalty.

FINANCIAL INDICATORS
The Changing Forest
Company

2007

Change

Sales in Units

303.479

330.619

(27.140)

Retail Sales

313.769

337.774

(24.005)

Net Revenue ($)

5.594.307

5.726.848

(132.541)

Net Income ($)

4

2008

654.718

933.843

(279.125)

THE PROBLEMS





Harley Davidson’s credit losses. Buyers can not obtain financing. Many Harley owners sell their bikes. So financial problems continue.



Harley Davidson, Inc. can not become successful in the international market .



5

Competitors improve designs and provide a competitive market for Harley Davidson. They increase production, more diversifed, develop new products, etc.

Their market segment is narrow.

SWOT
Strengths

Weaknesses

 Acqusition with Companies

 Decreasing distribution out of U.S.

 Financial Services (HDFS)

 Poor Diversified Products

 Strong Brand Loyalty

 Competing with Several Companies

Threats
 Recession and Depression

 Education and Sponsor Programmes

 Having Quality Problems

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