The strategic audit of Harley-Davidson motor cycles

Résumé du document

It is a story no one on earth could have made up. Four young men experiment with internal combustion in a tiny wooden shed. Not only does the shed not burn down, but the motorcycle they build goes on to serve over 100,000 miles under five owners. And that's just the beginning!
It all started 100 years ago. "A motorcycle. A philosophy. A way of life."

The company was founded in 1903 by 21-year-old William S. Harley and 20-year-old Arthur Davidson. Their "factory" was a small wooden shed with the words "Harley-Davidson Motor Company" crudely scrawled on the door. Later that year, Arthur's brother, Walter joined the company. Four years later, The Davidson's brother, William, joined the company, thus completing the four founding fathers.

On September 17 1907, the company was incorporated, with the stock split between the four founders. The company, by now, employed a staff of eighteen and dealer recruitment began. In 1908, after setting numerous records, word of Harley Davidson's extremely tough motorcycles began to spread. The company also sold their first motorcycle to the Detroit Police Department, a tradition that continues today. Due to the durability of Harley motorcycles, the US army requisitions the company to produce motorcycles for them. As a result, the first American entering Germany after World War 1 was riding a Harley Davidson.
In 1925, the basic appearance of all future Harley's was set, when the gas tanks with their distinct teardrop shape were introduced.

1935 marked the Japanese entry into the motorcycle industry as a result of Licensing of blueprints, tools and machinery to the Sankyo Company of Japan. In future, this would prove to be the biggest threat to the survival of Harley Davidson.

Merchandising by Harley Davidson began in 1947, when the company began selling the classic black leather motorcycle jacket.

By 1953, Harley Davidson had become the sole U.S. motorcycle manufacturer, a position it would retain for the next 46 years.

1969 saw Harley Davidson merge with the American Machine and Foundry Company (AMF). The merger lasted until 1981, when 13 senior executives from Harley Davidson bought back the company. After the buyback was made official, the phrase "The Eagle Soars Alone" becomes a rallying cry.

What was to become the largest motorcycle enthusiast club in the world, "the Harley Owners Group" was started in 1983.

In 1998, a new assembly facility was opened in Brazil, making it Harley Davidson's first production facility outside the United States.
This present year marks Harley Davidson's centenary year, making it likely to be the biggest party the world has ever seen by a company

Extraits

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[...] As a result, Harley now works with the unions to such an extent that the unions reprimand members about shoddy workmanship. The unions participate in decision-making, and are involved in deciding what work should be in-sourced and what should be outsourced. This gives them the ability to make sure that employees always have work, and that Harley Davidson seldom has to worry about lay-offs. Employees At Harley Davidson, the most valuable asset has been people in fact they represent the greatest sustainable competitive advantage. The employees of Harley Davidson use a word rarely spoken in corporate circles: Love. [...]

[...] These consumers are ready to pay almost any price to experience the emotions provided by Harley Davidson motorbikes and culture. This superior offer is difficult to refuse, and allows Harley Davidson to “call the shots” when setting prices. The company currently enjoys the benefits of the limited buying power of its customers, but the increased activities of industry competitors might change this situation, as companies are trying to imitate the strategies applied by Harley. Threat of substitutes A segment is unattractive when there are actual or potential substitutes for the product. [...]

[...] Throughout history, Harley Davidson owners have felt a deep, personal connection with their motorcycles. Because employees are also customers, the company has always understood the importance of listening to it customers. short, we are and always will be committed to providing our family with the best-looking and best-performing motorcycles on the road” Harley owners have a history of expressing themselves through their motorcycles of customizing their bikes to make them their own. In 1983, Harley Davidson established the Harley Owners Group to help build stronger relationships with customers, and to make it easier for them to share their Harley Davidson experiences. [...]

[...] - TIMING Suppliers must constantly develop tools for faster development and come up with plans that support Harley's development efforts. They must perform in each of these areas in order to maintain the partnership with Harley. If a supplier is not performing, they are placed on the unacceptable list. for suppliers who don't want to go in that direction, we find ways to part company with them for a supplier to be with us in the long haul, they are going to have to be competitive” says Jeff Bleustein, the CEO of Harley Davidson. [...]