The Case of Harley-Davidson - A Strategic Audit
I. Current Situation
A. Current (2002) Performance and Brief Case Abstract
Harley-Davidson, Inc., hereinafter referred to as HD, celebrated their 100th anniversary in 2003. As impressive as this is in and of itself, even more impressive is the continued long and mostly profitable product life cycle that the company has enjoyed since 1903. There were some close calls regarding the financial viability of the company along the way related to changes in ownership with poor market vision; poor strategic plans, and some poor supply chain operational inefficiencies. Since 1997, HD has embarked upon a strategic roadmap to recovery that will be the focus of the strategic audit in this report.
(Need to insert simple income statement current financials to reflect FYE Net Incomes from 1997-2001 - extract from p. 12-34...steady ^ in net annual revenues from $147 mill to over $437 mill)
B. Strategic Posture
Financials are attached in the excel sheet.
Other relevant information:
Mission of Harley (SOurce corporarte website)
WE FULFILL DREAMS THROUGH THE EXPERIENCES 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.
Tell the Truth.
Keep Your Promises.
Respect the Individual.
Encourage Intellectual Curiosity.
Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, governments and society). Harley-Davidson believes the ...
This explains the Case of Harley-Davidson - A Strategic Audit