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Harley Davidson Case Analysis With Ife, Efe, Cpm, And Tows Matrix...

1587 words - 6 pages

INTRODUCTIONCompany Mission Statement:"We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycled and branded products and services selected market segments"Company Vision Statement:"Harley-Davidson is n action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government and society). Harley-Davidson believes the key to success is to balance stakeholders' interests through the empowerment of all employees to focus o value-added activities"Current Strategy:Differentiation StrategyRelevant History:öIn 1903, Harley-Davidson was formed in the Davidson's family backyard. Formed by the Davidson Brothers (William D, Walter, Arthur) and William S. HarleyöIn 1909, Harley-Davidson introduced its first V-twin engine, which is the Company's' standard to this day.öDuring the World War I, Harley-Davidson supplied the military with 20,000 motorcyclesöIn 1930's after the World War I, great depression devastated the motorcycle industry. Harley is one of the survivoröIn 1941, World War II, Harley-Davidson produced more than 90,000 motorcyclesöIn 1947, Harley-Davidson added additional facilities in Milwaukee because demand for motorcycle exploded after the World War IIöIn 1953, Indian closed and Harley-Davidson was the king of the roadöIn 1965, Harley ended family ownership with a public offeringöIn 1969, the company merged with the American Machine and Foundry CompanyöIn 1981, 13 managers purchased the business from AMFöIn 1986, Harley-Davidson INC. became publicly heldöIn 1983, Harley owner's group (HOG) was formedCompany Profile:öNet sales totaled $ 2452.9 million in 1999, an 18.8% increase over 1998öNet income was $ 267.2 million, up 25.2% from 1998öDiluted earnings per share for 1999 was $ 1.73, up 25.3%ö40% annual growth rate in its stock price since going to public in 1986öAn increase in the price of the company's shares in 1998öTotal assets in 1999 was 2.112.07 million, an 9.9% increase over 1998öTotal liabilities was $ 950.99, up 6.8% from 1998öTotal shareholder's equity was $ 1,161.08 million, an 12.73% increase in 1998Harley-Davidson ended 1999 with a 6.5% share of the European Heavyweight market and a 19.6% share of the Japan/Australian heavyweight market.Marketing Audit:Joint Venture:·The Eaglemark Financial Services INC. (Harley's Subsidiary) joint with Transamerica distribution Finance Corporation·Formed Alliance with Ford Motor CompanyMarket Penetration:·Attempted to create an increase awareness of the Harley-Davidson brand name among the non-riding public and to provide a wide range of products for enthusiasts by licensing the name "Harley-Davidson"·Sponsors racing activities and special promotional...

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