3 pages essay

Harley-Davidson in 2004 … 2012/13?

(HD Website to update thru 2012/13)

Case Questions & Issues

V.13 9.9.13 KEAW

1. The Differences in the US versus the Global Motorcycle Industry

· What are the defining ECONOMIC characteristics (market segments, size, growth rate, demographics, etc) and trends for the US Motorcycle Industry?

· What are the key ECONOMIC characteristics & trends for the GLOBAL Motorcycle Industry? How are they different from the US Industry?

· What cross country DIFFERENCES and market conditions exist in the various geographic segments of the Global Motorcycle Industry?

· Who are the key COMPETITORS in the US? Globally?

· Which market and geographic segments would present the BEST OPPORTUNITIES for growth for Harley-Davidson? Why?

Hint: Segment key markets for size, types, growth, and market shares.

2. Harley-Davidson’s Strategy in US versus International Markets

· Is the US (…and global) motorcycle industry a profitable and ATTRACTIVE industry? Why or why not?

· What are the key elements of Harley-Davidson’s US competitive STRATEGY? Is that strategy working?

· What are the key elements of HD’s strategy for the key foreign regions/countries in which HD competes? Is HD’s strategy working?

· How would you classify the HD strategy in GENERIC terms?

· Should shareholders be PLEASED with Harley-Davidson’s strategy, business model, and resulting financial performance and trend?

Hint: Porter’s Five Forces; generic strategies; financial ratios & stock trends.

3. Harley-Davidson’s Strengths and Weaknesses in International Markets

· How would you characterize Harley-Davidson’s approach to these international markets and to their international competition?

· How does the company’s strategic and financial performance in international markets compare to its performance in the US?

Hint: TOWS focused on International Markets.

4. Harley-Davidson’s Goal to Reach Sales of 400,000 Units by 2007

· Did Harley-Davidson achieve its 400,000 unit goal in 2007, by 2012?

· What happened to the Buell brand?

· What role have international shipments played in HD’s upswing in 2012?

· What specific recommendations would you make to Harley-Davidson’s executive management to maintain their performance and market share in the US? …and strategic options in order to grow more rapidly in selected international markets?

Hint: Refer to www.harley-davidson.com & http://ar.harley-davidson.com/home.php for updates thru 2012/13.