Harley Davidson case analysis -- with IFE, EFE, CPM, and TOWS matrix...

Essay by twixee20A, February 2003

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Company 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 Strategy

Relevant 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. Harley

öIn 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 motorcycles

öIn 1930's after the World War I, great depression devastated the motorcycle industry.

Harley is one of the survivor

öIn 1941, World War II, Harley-Davidson produced more than 90,000 motorcycles

öIn 1947, Harley-Davidson added additional facilities in Milwaukee because demand for motorcycle exploded after the World War II

öIn 1953, Indian closed and Harley-Davidson was the king of the road

öIn 1965, Harley ended family ownership with a public offering

öIn 1969, the company merged with the American Machine and Foundry Company

öIn 1981, 13 managers purchased the business from AMF

öIn 1986, Harley-Davidson INC. became publicly held

öIn 1983, Harley owner's group (HOG) was formed

Company Profile:

öNet sales totaled $ 2452.9 million in 1999, an 18.8% increase over 1998

öNet income was $ 267.2 million, up 25.2% from 1998

öDiluted earnings per share for 1999 was $ 1.73, up 25.3%

ö40% annual growth rate in its stock price since going to public in...