Premium Essay

Analysis of Harley Davidson

In: Computers and Technology

Submitted By llamping
Words 950
Pages 4
Enterprise software selection case study: Harley Davidson Motor Company

Name:
Tutor:
Course:
Date:

Paper outline 1. Brief background of the company 2. Problem statement 3. Scenario description 4. Process Considerations made A. Technical aspects B. Involved stakeholders 5. Software selection process 6. Considerations in software selection conclusions 7. Conclusion

Harley Davidson Motor Company: Enterprise Software Selection Case Study
Having been founded in 1903, Harley Davidson Motor Company has grown to become one of the leading manufacturers of motorcycles globally. The company produces up to 28,000 motorcycles annually, sold by dealers in over 67 countries around the world. The company has an ambitious plan to increase its production capacity significantly. As a result of the company’s growth and enlarged global presence, there is management has realized that the future calls for an integrated management system that will not only improve the company’s processes but also fit within its budget and enhance its returns growth. This underlay the start of the process to identify the most appropriate information management system for Harley Davidson Motor Company.
The process was largely reliant on teamwork, which played a leading role in structuring of the IS function. The organization, rather than have a Chief Information Officer, constituted a team of three directors to offer leadership on information systems integration. The three were cited to play an internal consultancy role to the team engaged in identification the appropriate software to meet the needs of the organization. Additionally, they provide direction regarding how well the technology will fit into the organization’s endeavor to create business value. The group was however empowered to be able to make technological investment decisions for the…...

Similar Documents

Premium Essay

Harley-Davidson

...“The Harley-Davidson Community” I. Problem Statement In 1983, Harley-Davidson established the Harley Owners Group (H.O.G.) in the United States. This group was established because of the developing interest of Harley owners in participating in organised activities with other Harley enthusiasts. Harley Owners Group (H.O.G.) continues to grow in term of memberships because H.O.G. goes international. The researcher of this study seeks to answer this question: How can Harley Owners Group (H.O.G.) maintain & increase their rider’s level of involvement with their products, and enhance a loyalty towards the brand? II. Objectives 1. To be able to know the level of involvement which the Harley rider’s felt towards the brand and their main product; the Harley motorcycle. 2. To be able to know the “Posse Ride” that the Harley Owners Group (H.O.G.) enacted in order to gain brand loyalty among the members of H.O.G. and their involvement with the Harley brand. 3. To be able to establish an actions in order to maintain/to increase more the rider’s level of involvement with the Harley products, and enhance brand loyalty. III. ACA’s 1. Harley Owners Group (H.O.G.) should focus in the “Posse Ride,” they should put more resources into the touring rallies since they are a valuable opportunity to get close to their main customers. Pros – H.O.G. will know the concerns of their customers and also get an idea on how to improve their motorcycles and attendant......

Words: 1368 - Pages: 6

Premium Essay

Analysis for Harley Davidson

...Table of Contents Executive Summary …..….…………………………………………………………………………………………………………………………1 Harley-Davidson’s Competitive Advantages ..………………………………………………………………………………………….2 Symbol of Innovation and Toughness ……………………………………………………………………………………….…2 Uniqueness and Distinction …………………………………………………………………………………………………………2 Facing Challenges ………………………………………………………………………………………….…….……………………..3 Future Sustainability ……………………………………………………………………………………………………………………3 Vulnerability ……………………………………………………………………………………………………………………………….4 Challenges of the 21st Century ………………………………………………………………………………………………………………….4 Strategies to Address the Challenges ………………………………………………………………………………………….5 Short-Term Strategies as Harley Matures ……………………………………………………………………………………6 Long-Term Survival ……………………………………………………………………………………………………………………..7 DaimlerChrysler Automotive Group …………………………………………………………………………………………………………8 Business Strategies ……………………………………………………………………………………………………………………..8 Production Issues ………………………………………………………………………………………………………………………..9 Harley-Davidson’s Transformation ……………………………………………………………………………………………10 Why DaimlerChrysler Fell ………………………………………………………………………………………………………….11 Ford Motorcycles ………………………..…………………………………………………………………………………………………………12 Strategies ……….…………………………………………………………………………………………………………………………12 Customer-Perceived Value …..…………………………………………………………………………………………………..13 Extension of......

Words: 4556 - Pages: 19

Premium Essay

Harley-Davidson Case Analysis

...Harley-Davidson Case Analysis Harley-Davidson should tailor is product and service offerings to the 55-64 year old segment, and expand its Rental and Rider’s Edge programs to continue growing Market leader in motorcycles - Market leader with 50% domestic and 32% global market share in motorcycles - Stock prices CAGR since 1989: 32% - American legendary lifestyle brand - Loyal customers: 900,000 members in Harley-Davidson Owner Group - 50% of sales to repeating customers - Average customer age grew from 35 in 1994 to 47 in 2004 - Young customers are not attracted by the brand - Women are still only 10% of clients - 2005 sales target cut back by 10,000 bikes - Stock price dropped 17% Ageing customer base and difficulty to attract new clients How can Harley-Davidson continue to grow despite its ageing customer base and difficulty to attract new customers? Harley-Davidson should: Adapt product and service offering to cater for the 55-64 year-old segment, retaining it for 10 years longer Expand the rental program to increase seeding, bringing more new customers into the base Expand the Rider’s Edge program to increase seeding in the underexplored women and young segment Harley-Davidson dominated the US market during the first half of the 1900’s, but lost share to the devastating competition of Japanese manufacturers towards the 70’s 1908 – 1920’s 1930’s – 1950’s Strong brand image - Famous ambassadors - National symbol status Powerful/large motorcycle 1960’s –......

Words: 1514 - Pages: 7

Premium Essay

Harley Davidson Case Analysis

...------------------------------------------------- Harley-Davidson Question 1: What are Harley-Davidson’s current sources of competitive advantage? The challenge for a marketing strategy is to achieve sustainable competitive advantage. A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and services that justify higher prices. At present, Harley-Davidson has a number of sources of competitive advantage. 1. Brand image: Since its inception, Harley-Davidson established an image of “raw power”, which became its major selling point. Throughout its history, Harley motorcycles were associated with people who were willing to break the traditional mold or willing to live on the edge. Its brand image reflected rugged individuality and the frontier spirit of the United States. This strong sense of nationalism connected to Harley motorcycles resulted in brand recognition and loyalty that continues to this day. Harley’s “tough” brand image is a competitive advantage in terms of attracting customers who favor or relate to this image. However, in some cases, its brand image is a competitive disadvantage because it does not appeal to certain target segments such as female riders. 2. Product customization: The most distinctive feature of Harley was the V-twin engine. The V-twin engine’s simple design allowed owners to tinker with their engines. At......

Words: 4842 - Pages: 20

Premium Essay

Harley Davidson

...12/7/2013 Written Case Analysis | Group #4 | Harley Davidson | Group #4 Written Case: | Executive Summary: Harley Davidson, Inc. began operations in the first decade of the 20th century. Since that time they have developed three major business segments including motorcycles, transportation vehicles, and work within the defense sector. They are headquartered in Milwaukee, WI and in 1990 became the 865th largest U.S Company, as ranked by Business Week. Harley Davidson is best known for its superheavyweight motorcycles. By 1960, Harley Davidson was the undeniable market leader in the superheavyweight category of motorcycles. This was when Japanese manufacturers started to enter the market with lighter weight models of motorcycles which were not in direct competition with Harley’s much larger bikes. A large increase in supply, along with great marketing efforts by the Japanese manufacturers, rapidly increased the demand for motorcycles. Over the years, leading up to 1990, Harley Davidson has remained the market leader in the superheavyweight category of motorcycles with a 62.3% share of the U.S market. However, when looking at the U.S motorcycle market as a whole (see Figure 1), Harley Davidson only represents a 13.9% share of the market. The determining factor behind the lack of market share when looking at the macro motorcycle market is that Harley Davidson only produces larger bikes. They do not produce any motorcycles in the lightweight category. ......

Words: 1039 - Pages: 5

Premium Essay

Harley Davidson Case Study Analysis

...Introduction Harley-Davidson, Inc. was established and entered the motorcycle industry in 1903. The company has primarily focused its resources on the heavyweight motorcycle segment of the industry and is differentiated from its competitors because its focus is only on the motorcycle industry as opposed to other transportation markets such as: cars, boats, ATVs or snowmobiles. The company has experienced both the “good and bad times.” The company was founded by several young men in 1903, was bought out by AMF, experienced a leveraged buyout and ultimately became incorporated with its IPO in 1986. In addition to a constantly changing ownership structure, Harley-Davidson has also experienced significant issues with quality control, inconsistent management and a reputation for being associated with tattoos and pornography. By 1998, the company resolved its quality and image concerns, gained financial stability but continued to face supply concerns and threats of competition by new entrants and possible product substitutes. The challenge facing current Harley-Davidson management is how to combine the company’s approach in marketing the Harley image with consistent financial stability and increasing market share to outperform the competition. Industry Overview Harley-Davidson competes against other American and several internationally based companies within the motorcycle industry. Harley-Davidson has......

Words: 1810 - Pages: 8

Premium Essay

Harley Davidson Case Analysis

...LMM358 Marketing Management Name: _______Mindy Bonte______ Case Analysis For: ______________Harley Davidson_______________________ |I.Current Situation |Harley Davidson is in a profitable position. They need to plan for their future which poses some potential| | |problems. | |Environment | | |(External) | | | 1.Economic (ext.) |People are buying items they normally would deem too expensive due to a better economy. The competition | | |has grown. | | 2.Social |Having a Harley Davidson is special and many people feel its name is more prestigious in the motorcycle | | |world as well as thought of as more quality than some of its competitor’s brands. | | 3.Political |Tariffs were increased in an attempt to help. Laws could change in the future. | | 4.Legal/Ethical |Helmet......

Words: 1203 - Pages: 5

Free Essay

Harley Davidson

...Executive Summary Size Up Analysis Harley Davidson is a leader in the motorcycle manufacturing industry that mainly competes in the heavyweight class motorcycles. They compete mainly against Japanese manufacturers in the market. During the 1980s, the company came close to bankruptcy due to quality issues that accompanied its rapid production expansion. However, that incident compelled Harley Davidson to renew its focus on quality. Since then, Harley Davidson’s successful differentiation strategy focusing on quality, luxury and branding has been reflected on Harley Davidson’s financial highlights. Net income has more than doubled in a span of 5 years; net income increased to $213 million in 1998 from $104 million in 1994. Net working capital has also increased to $376 million in 1998 from $179 million in 1994. Harley Davidson’s share price has more than tripled during the same period as well, suggesting improved investor confidence. However, we should note that Harley Davidson has increased its financial leverage as displayed by the change in their debt to assets ratio. It was noted that Harley Davidson’s customers are willing to wait 2 years for its motorcycles. There seems to be unmet demand and that may have caused a focus on production to be ingrained into their culture. This is evident in their vision to dramatically increase production capacity demonstrated in their plan 2003. Harley Davidson’s products also have very long life cycles. The evolution of......

Words: 1920 - Pages: 8

Free Essay

Harley Davidson

...Stock Analysis Report: Harley Davidson [pic] Chad Combs Finance 824 6/1/2004 TABLE OF CONTENTS I. Summary of Recommendation – Page 1 II. Brief Company Overview – Pages 1-2 III. Economic Analysis – Pages 2-5 IV. Industry Analysis – Pages 5-6 V. Growth Drivers/Catalysts/Positive Issues – Pages 6-8 VI. Risks/Concerns – Pages 8-10 VII. Sources of Growth – Pages 10-15 VIII. Financials – Pages 15-19 IX. Valuation – Pages 19-21 X. Conclusion – Pages 22-23 Summary of Recommendation Recommendation: Market-weight Reasoning: Increasing Market Demand: The motorcycle market is growing both domestically and internationally. Harley is well poised to take advantage of international opportunities that may present themselves. Draining Affect of Excess Cash: Harley is cash rich firm with very little debt. However Harley has no idea what to do with their extra money. They need to find strategic measures to determine how to invest the cash for that it is obtaining a smaller rate of return (2%) compared to the ROE of its core business (29%). This excess cash is diluting the returns of the firm. Revenue Should Increase: Harley is committed to expanding and as long as the increases to production will give them overall increases...

Words: 6731 - Pages: 27

Premium Essay

Harley Davidson

...Despite their conception in 1903, Harley-Davidson and the motorcycle industry as a whole didn’t really take off until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their civilian life. This generation known as the "baby-boomers" quickly became the main target audience for many of Harley-Davidson’s marketing efforts. With sales increasing and the industry growing, many "motorcycle clubs" and "rallies" were introduced. Unfortunately, due to the lewd behavior displayed by most people associated with these clubs and rallies, bikers typically had an image of being disorderly and raucous. Harley-Davidson’s image itself took a big shot due to the Hells Angels. This was a motorcycle gang wishing to become notorious for "drug trafficking and other organized crime activities," who used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the entire industry during the 1960’s. The industry was really helped out with the release of the Hollywood film Easy Rider in 1969. This film helped change the public’s perception of bikers and sparked an increase in motorcycle demand which has lasted to this day. The motorcycle industry offers products which can be viewed as......

Words: 1802 - Pages: 8

Premium Essay

Harley Davidson Swot Analysis

...Fundamentals of Marketing Assignment 1 Date Due: 9 February 2009 Harley-Davidson Submitted by: Batirov Otabek Batch Number: 9 © OTABEK BATIROV, 2009 ALL THE RIGHTS RESERVED Harley-Davidson is the largest market share holder of motorcycles in the USA. Harley Davidson motorcycles are produced since 1903. The US army used HD motorcycles both in the first and second World War. The company operates in the US, Canada, Europe, Japan and Australia. HD headquarters is situated in Milwaukee, Wisconsin. I. Mission Statement We fulfill dreams through the experience 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. II. SWOT analysis of HD 1. Strengths: a. High market b. High quality c. High brand awareness d. Stable contracts e. Experience 2. Weaknesses a. No adequate promotional strategy b. No permanent marketing research c. Bad distribution d. Price too high compared to the other existing similar products e. No policy for acquiring new customers f. High labour cost 3. Opportunities: a. Economic boom b. American product c. New categories of customers d. Increase in the market © OTABEK BATIROV, 2009 ALL THE RIGHTS RESERVED 4. Threats: a. The developing car industry b. Entrance of the Japanese competitors III. Business portfolio Harley-Davidson offers to the customers not just heavyweight motorcycles, but also motorcycle parts,...

Words: 1208 - Pages: 5

Premium Essay

Harley-Davidson Case Study Analysis

...Management Case study: Harley-Davidson Contents Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 ------------------------------------------------- Make a detailed SWOT Analysis of the Harley-Davidson Company, paying particular attention to the marketing mix (Product, Price, Promotion, Distribution, Personnel) STRENGTHS | WEAKNESSES | * Net income of 2003 was $760mn, its more than 30% as compared to the previous year 2002 ; * The standard and performance segments of Harley Davidson make up 70% of the European heavy weight motorcycle market ; * Harley-Davidson operates in two segments: Harley-Davidson motorcycles & related products and HDFS (Harley-Davidson Financial Services) ; * Harley-Davidson is the only major American heavyweight motorcycle manufacturer ; * Strong brand name ; * The HOG (Harley Owners Group), which have a 750,000 members worldwide is the industry’s largest company sponsored motorcycle enthusiast organization ; * Buell Riders Adventure Group (BRAG) was also formed recent ; * Customization of the bikes, this is Harley-Davidson’s major revenue maker; * Harley-Davidson have a good......

Words: 1916 - Pages: 8

Premium Essay

Harley Davidson Marketing Analysis

...Since Harley Davidson prides their brand equity on providing the consumer with a sense of independence, expression, and adventure they ultimately must focus on consistency without much deviation from their core products. For this reason Harley Davidson must identify opportunities for growth within their current business, or intensive growth. In intensive growth it is the goal of Harley Davidson’s management to review any opportunities for improving existing business. To do this they use the product expansion grid, which considers growth opportunities for current and new markets and products. Within the expansion grid there are three strategies that include “market penetration”, “market development”, and “product development.” Harley Davidson utilizes all three intensive growth strategies to increase their sales and profits. Harley Davidson uses the “market penetration strategy” to gain more share with its current products in its current markets by doing what they do best and sticking to it. Harley management applies their marketing appropriately in accordance with their customer’s needs, and nothing more. They market to passionate riders who immediately feel an “attitude adjustment” upon starting up their hog. Through the sub culture that Harley Davidson products have created over the years they must encourage current customers to buy more by offering products other than motorcycles such as clothing, events, museums, and community gatherings that all help them......

Words: 496 - Pages: 2

Premium Essay

Harley Davidson External Analysis

...III. External Analysis Opportunities: The second of the SWOT analysis includes a look at Harley Davidson’s biggest opportunities and threats. Harley currently operates in what is known as they heavyweight cycle market (over 650cc engines), this means that the sheer size and weight of their bikes set them apart from some of their other lighter, faster rivals. The heavyweight market can be broken down into three different segments cruisers, touring bikes, and performance models. Cruisers are the bikes that are generally associated with Harley Davidson’s, big, loud, low riders that are generally considered to be macho cycles. This style was introduced by Harley and makes up for more than half of the market. Touring bikes are motorcycles that are specifically designed for long distance riding. These bikes normally have features that include two way radios for the driver and passenger, heaters, radio, padded seats etc. This section of the market is dominated by car companies such as Honda and BMW who have engineered their bikes to provide the rider with a smoother, more comfortable ride over long distances. Lastly, performance models are modeled after racing bikes only larger. These bikes have the latest in high-tech engines and put their emphasis on speed and acceleration instead of comfort or styling. These bikes are the ones that generally dominate the European and Asian markets. One of Harley’s biggest opportunities for growth is overseas in areas such as Europe,......

Words: 1513 - Pages: 7

Premium Essay

Harley Davidson Business Analysis

...Harley Davidson Business Analysis Part Three MGT/521 December 20, 2011 Clark MC Carrell Harley Davison Business Analysis Part Three The Harley Davidson Inc. is a company that was formed and founded in Milwaukee, Wisconsin. It is one of a very few that is an American company which manufactures and sells motorcycles. When an owner has a Harley Davison motorcycle they commonly refer to it has a Harley. The company sells motorcycles no smaller than 750 cubic centimeters for engine displacement. The distinct sound coming from the exhaust pipes and distinctive design of their motorcycles has paved the way for the Harley Davidson Company becoming a top seller for the motorcycle community in the world. This popularity in their motorcycles has successfully raised the Harley Davison Company to become a member in the prestigious Fortune 500 club. Harley Davidson recorded total revenue in 2010 of $4,859,336. This is increase from 2009, which recorded total revenue of $4,781,909. They were able to accomplish this by placing emphasis on certain strategies to adapt to changing markets. The Harley Davidson Company has incorporated 4 strategic pillars for a continued success to work towards the growth of the company. They achieved new strategic goals by focusing on the consumers because of the strong objectives to support the consumer through modern and ethical business practices. To include the ethical decisions to become a more environmentally friendly company, new......

Words: 773 - Pages: 4