Assignment 1: LASA 2 Strategic Plan and Self-Reflection Summary
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M1A3_FraserE_BUS499.pptxBusiness Overview
Name: Elijah Fraser
Institutional Affiliation: Argosy University
The CEO's vision and overview of 2009 performance
The CEO’s focus is to deal with the economic downturn by streamlining operations
This includes selling of Buell Motorcycles and MV Agusta
It also includes restructuring in order to reduce costs of the company
The CEO’s vision is anchored on creating a direction that will help the company restore profitability and long term growth.
The CEO’s vision also includes expanding into Europe and other abroad markets.
The CEO’s vision also includes bringing in women with the Sportsters models
The organizational structure and management team
Outstanding corporate governances at the core of business practice at Harley-Davidson
The management and Board of Directors of the company is composed of accomplished leaders from diverse backgrounds
This forms the strategic leadership council that is composed of leaders from the three circles
The management prides itself in making decisions that promote transparency and accountability to its shareholders
The company’s organizational structure is non-traditional
The company focuses on teamwork and does not use hierarchy
Products and Services
Product extensions at Harley-Davidson include Motor Cycles and bike accessories
The company’s range of motorcycles is divided into five categories
This include the sportster, VRSC, Dyna, Softail and Touring
The company also sells genuine Harley-Davidson and Buell accessories and replacement
The company also markets merchandise including t-shirts, bags, jackets and helmets
Business units under the Harley-Davidson Financial Services (HDFS), Buell Motorcycles and MV Agusta
The HDFS provides the company’s customers financing for parts and motorcycles
Corporate Goals and Objectives
The company believes that going forward into 2010 will continue to be a challenging year’
However, the company hopes to continue delivering strong performance through a “Focus” strategy
Going forward, the company will focus on Harley-Davidson products and experiences
The company will also focus on commitment to core customers and expanding into global markets
The company will also continue to focus and invest in the Harley-Davidson brand
This is because this brands will provide the most attractive path to sustained, long-term growth
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Revenue and Profits in 2009
In 2009, Harley Davidson posted net loss of USD 55.1 million net
This was after it posted $4,287,130 in the same year
Harley-Davidson Financial Services (HDFS), the financial subsidiary of the company also recorded an operating loss of USD 118 million
The Motor Company’s financial results were as affected by a tough economy due to the recent financial recession experienced in the world economy.
The company’s profitability was also affected by restructuring charges amounting to $224 million
References
Grant, R. M. (2010). Contemporary strategy analysis (7th ed.). . Malden, MA: : Blackwell Pub.
Madson, B. (2010, January 22). Harley-Davidson Down $55 Mil in 2009. Retrieved from MOTOUSA: http://www.motorcycle-usa.com/2010/01/article/harley-davidson-down-55-mil-in-2009/
Roza, G. (2014). Harley-Davidson: an all American legend. New York: Rosen Publishing.
Saladani, A., & Szymezak, P. (2014). Harley-Davidson: a way of life. Prinvin: Sandcastle Books.
Wallis, I. (2012). Business gurus. Richmond: Crimson.
