Margaret Chopp

Justin Coveau
Pat Mikkelson
Scott Pugh
MBA 610B
Professor Stambaugh
December 13, 2010
 History / Mission / Vision
HD Vision: We fulfill dreams inspired by the many roads of the world by
providing extraordinary motorcycles and customer experiences. We fuel the
passion for freedom in our customers to express their own individuality.

HD Mission: We ride with our customers and apply this deep connection
in every market we serve to create superior value to our stakeholders.

HD Quality Mission: Customers for life… Harley-Davidson values the

deep emotional connection that is created with our customers though our
products, services, and experiences. We are fueled by the brand loyalty and
trust that our customers place in us to deliver premium quality and the
promise of a fulfilling lifetime ownership experience. We exemplify this
commitment by embracing a culture of personal responsibility and
stewardship for quality in everything we do.
Products
 Symbolic
What’s going on?
 Harley-Davidson: "Live by it"
 HD is an example of how symbols permeate every fiber of an
organization
 It’s more then a business for the dealers, it’s a personal passion

What Options Are Available?

 Continue what you are doing
 Stay passionate / Stay “thirsty”
 Symbolic
No other companies logo has been tattooed on more body parts than Harley’s Bar and
Shield; this emblem in itself is a billion dollar industry worldwide when you consider
all the merchandise and licensing agreements sold.
 Structure
What’s going on?
 Poor economy led to reduction in shipments
 Exiting of the Buell line
 Exiting of “Sub-Culture”?
 Selling off of MV Agusta line
 Restructuring of operations to lower cost
 Financial services suffered
 Structure
What Options Are Available?
 Task force addressing challenges and opportunities
 “Deliver Results Through Focus”
 Growth - Strengthen Brand
 Continuous Improvement - Flexibility and Efficiency
 Leadership Development - Develop and Train
 Sustainability - Social and Environmental Responsibility
 HD Expansion to India in 2010
 “India is important to our long-term vision of being a truly
global company.”
 Keith Wandell, CEO, Harley Davidson
 Human Resources
What’s going on?
 Inconsistency in practices between dealerships
 “One Company, One Team, One Direction”

What Options Are Available?

 Leadership - Align the organization behind a clear strategic
direction
 Empower the dealers through common goals and objectives
 Train & Support the HD Dealers
 Influence through a reward system
 Visibility in communities
 Ride with customers, dealers and employees at rallies
 Sponsorship of community programs
 Human Resources Strategy Map
Emphasis on Customer Experience by Providing Support Services to Dealers
 Political
What’s going on?
 Dealerships in 70+ countries
 Conflicts between franchisees and corporate
 Oversaturation of dealers in locations
 Perceptions that parts are being built outside the U.S.
 Political
What Options Are Available?
 Alleviate political war fare between dealers in territories
 Market is contracting
 Attrition
 Consolidate with competitors and current dealers
 Bikes are being built in the country where it is sold
 Summary of Issues
What are HD’s Issues
 Poor economy effects on HD’s sales (Structure)
 Inconsistency in practices between dealerships (HR)
 Globalization of HD (Political)

Suggestions
 Common goals and objectives with dealerships (Structure)
 “Deliver Results Through Focus” (HR)
 Communication (Political)
Questions?