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Internal Factors:
TN Factors
IF1 Harley-Davidson heritage is symbolic of the American dream.
IF2
IF3
IF4
IF5 Harley -Davidson is the only maor American motorcycle man!fact!rer.
IF"
IF#
IF$
IF%
IF1&
IF11
IF12
IF13
IF14
IF15
IF1"
IF1# 'he last 21yrs Harley-Davidson motorcycle led the ind!stry in (.)
IF1$
Harley-Davidson became an icon for American *eo*le for more than1&& years
Harley-Davidson motorcycle +as being a*art to its com*etitors beca!seof its +ell-,no+n mar, and tattoos engraved on every motorcycle theyma,e.
Harley-Davidson strong relationshi* b!ilt on tr!st and res*ect +iths!**liers dealers and c!stomers.
'he Harley-Davidson o+ners gro!* is the largest com*any s*onsoredmotorcycle enth!siast organiation.
Harley-Davidson consider the availability as /nancing thro!gh HarleysDavidson /nancial services as a com*etitive advantage.
Harley-Davidson created its Academy of 0otorcycling to reach the non-riders c!stomers.
Harley- Davidson ioneered the segment of heavy+eight motorcycle-mar,et.
Harley- Davidson man!fact!res /ve families of motorcycle to!ringdyna soft ail s*ortster.
In 1%$" Harley-Davidson regains s!*er heavy +eight mar,et beating
!* HDA
Harley-Davidson actively *romotes the motorcycling lifestyle in theform of event rides valise and Harveys o+ner gro!*.
Harley-Davidson trademar, creates a+areness to the c!stomer andnon-riding *!blic.
6 *rogram of Harley- Davidson give !ni7!e advantage to thecom*etitors.
'he larger-dis*lacement c!stom and to!ring motorcycle are the most*ro/table for Harley - Davidson
Harley-Davidson do charity +or,s they foc!s giving on ed!cation andrevitaliation and also healthenviroment
Harley-Davidson lose its several facilitates that ca!se their sales todecrease.
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IF1%
IF2&
IF21
IF22 Harley-Davidson relies on fe+ s!**liers for their motorcycle *arts.
IF23
IF24
IF25
IF2"
IF2#
IF2$IF2%
IF3&
IF31
IF32
IF33
IF34
IF35
IF3"
IF3#
IF3$IF3%
IF4&
IF41
IF42
IF43
Harley-Davidson motorcycles +as only limited for the !**er class*eo*le beca!se of its high *rice.
Harley- Davidson Financial services decrease "1 *ercent o*eratingincome in 2&&$.
In 2&&$ shi*ment of Harley-Davidson motorcycle decrease by $.2
*ercent com*ared last year.
Harley-Davidson have some 7!ality *roblems beca!se they e8*anded*rod!ction 7!ic,ly
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External Fa
Evaluation Reference TN
9F1
9F2
9F3
9F4
9F5
9F"
9F#
9F$
9F%
9F1&
9F11
9F12
9F13
9F14
9F15
9F1"
9F1#
9F1$
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9F1%
9F2&
9F21
9F22
9F23
9F24
9F25
9F2"
9F2#
9F2$9F2%
9F3&
9F31
9F32
9F33
9F34
9F35
9F3"
9F3#
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tors:
Factors
:omen and yo!nger riders are increasing and becoming interested in bi,es.
Demand in India for Harley-Davidson motors +as fast gro+th.
9!ro*ean demand for Harley- Davidson is the highest in the international mar,et.
Increasing in the n!mber of motorcycle riders.
'he heavy +eight motorcycles mar,et id highly com*etitive.
ost of im*orting internationally co!ld become e8*ensive.
9conomic crisis res!lt to the declining stoc, *rice on Harley-Davidson motorcycle.
;egistration for Asia *aci/c mar,et decreasing.
Honda is the :orlds largest motorcycle.
High im*ort tari
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Evaluation Reference
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Internal Factor 0atri8
TN
1 IF1
2 IF2
3 IF3
4 IF4
5 IF5
" IF"
# IF#
$ IF$
% IF%
1& IF1&
11 IF11
12 IF12
13 IF13
14 IF14
>
1 IF15
2 IF1"
3 IF1#
4 IF1$
5 IF1%
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" IF2&
# IF21
$
98ternal Fa TN
#
9F1
1 9F2
2 9F3
3 9F4
4 9F5
5 9F"
" 9F#
#
$%
>
1 9F$
2 9F%
3 9F1&
4 9F11
5 9F12
" 9F13
# 9F14
$ 9F15
% 9F1"
1&
11
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Critical Factors
Harley-Davidson heritage is symbolic of the American dream.
Harley -Davidson is the only maor American motorcycle man!fact!rer.
Harley- Davidson ioneered the segment of heavy+eight motorcycle-mar,et.
6 *rogram of Harley- Davidson give !ni7!e advantage to the com*etitors.
WEAKNESS
Harley-Davidson motorcycle +as being a*art to its com*etitors beca!se of its +ell-,no+n mar, and tattoos engraved on every motorcycle they ma,e.
Harley-Davidson strong relationshi* b!ilt on tr!st and res*ect +ith s!**liersdealers and c!stomers.
'he Harley-Davidson o+ners gro!* is the largest com*any s*onsored motorcycleenth!siast organiation.
Harley-Davidson consider the availability as /nancing thro!gh Harleys Davidson/nancial services as a com*etitive advantage.
Harley-Davidson created its Academy of 0otorcycling to reach the non-ridersc!stomers.
Harley- Davidson man!fact!res /ve families of motorcycle to!ring dyna soft ails*ortster.
Harley-Davidson actively *romotes the motorcycling lifestyle in the form of eventrides valise and Harveys o+ner gro!*.
Harley-Davidson trademar, creates a+areness to the c!stomer and non-riding*!blic.
Harley-Davidson do charity +or,s they foc!s giving on ed!cation and revitaliationand also healthenviroment
'he larger-dis*lacement c!stom and to!ring motorcycle are the most *ro/tablefor Harley - Davidson
'hey over-de*endent in (.) mar,et beca!se most of their reven!e coming from(.)
Harley-Davidson lose its several facilitates that ca!se their sales to decrease in2&&$.
Harley-Davidson motorcycles +as only limited for the !**er class *eo*le beca!seof its high *rice.
Harley- Davidson Financial services decrease "1 *ercent o*erating income in2&&$.
In 2&&$ shi*ment of Harley-Davidson motorcycle decrease by $.2 *ercentcom*ared last year.
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Harley-Davidson relies on fe+ s!**liers for their motorcycle *arts.
Total WAS
Critical Factors
Opportunities
:omen and yo!nger riders are increasing and becoming interested in bi,es.
Demand in India for Harley-Davidson motors +as fast gro+th.
9!ro*ean demand for Harley- Davidson is the highest in the international mar,et.
Increasing in the n!mber of motorcycle riders.
!stomer val!e 7!ality *arts for motor bi,es.
treat
'he heavy +eight motorcycles mar,et id highly com*etitive.
ost of im*orting internationally co!ld become e8*ensive.
9conomic crisis res!lt to the declining stoc, *rice on Harley-Davidson motorcycle.
;egistration for Asia *aci/c mar,et decreasing.
Honda is the :orlds largest motorcycle.
High im*ort tari
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Wei!t Rate
&.&$& 4.&& &.32 Average :eight
&.&4$ 3.&& &.14
&.&"& 4.&& &.24
&.&"& 4.&& &.24
&.&4$ 4.&& &.1%
&.&"& 4.&& &.24
&.&5& 4.&& &.2&
&.& 4.&& &.2$
&.&3& 3.&& &.&%
&.&3& 3.&& &.&%
&.&4$ 3.&& &.14
&.&"& 4.&& &.24
&.&3& 3.&& &.&%
&.& 4.&& &.2$
&.&"& 1.&& &.&"
&.&45 2.&& &.&%
&.&3& 2.&& &.&"
&.&5& 1.&& &.&5
&.&45 2.&& &.&%
"uantitative
Wei!te$Score
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&.&3& 1.&& &.&3
1.&& &.&&
1%&& '%1(
Wei!t Rate
&.&% 4.&& &.3" Average :eight
&.&" 2.&& &.12
&.&4 3.&& &.12
&.&5 3.&& &.15
&. 3.&& &.21
&.&% 4.&& &.3"
&.&3 3.&& &.&%
&.&" 1.&& &.&"
&.&% 4.&& &.3"
&.&" 2.&& &.12
&.&5 2.&& &.1&
&. 3.&& &.21
&.&5 2.&& &.1&
&.&4 1.&& &.&4
&.&% 3.&& &.2#
&.&" 1.&& &.&"
&.&&
1%&& )%('
"uantitative
Wei!te$Score
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&.&4$
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&.&"25
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om*etitive ro/le 0atri8# Copetitors* H
Copetitive Factors Wei!t Rate
1 Advertising &.&" 4.&&
2 ?lobal 98*ansion &.12 4.&&
3 9
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DA @0: )(B(CI
Rate Rate Rate
&.24 3.&& &.1$ 4.&& &.24 4.&&
&.4$ 3.&& &.3" 4.&& &.4$ 3.&&
&.2# 3.&& &.2# 3.&& &.2# 4.&&&.2$ 4.&& &.2$ 4.&& &.2$ 4.&&
&.21 4.&& &.2$ 2.&& &.14 2.&&
&.2# 4.&& &.3" 3.&& &.2# 3.&&
&.44 4.&& &.44 4.&& &.44 4.&&
&.1$ 3.&& &.2# 2.&& &.1$ 2.&&
&.44 3.&& &.33 3.&& &.33 3.&&
&.32 2.&& &.1" 4.&& &.32 4.&&
&.44 3.&& &.33 4.&& &.44 3.&&
&.&& &.&& &.&&
&.&& &.&& &.&&&.&& &.&& &.&&
'%+( '%), '%'-
Wei!te$Score
Wei!te$Score
Wei!te$Score
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0AHA HA;E9-DA6ID)
Wei!te$ Score;ate
&.24 &.24 4.&&
&.3" &.24 2.&&
&.3" &.3" 4.&&&.2$ &.2$ 4.&&
&.14 &.2$ 4.&&
&.2# &.2# 3.&&
&.44 &.22 2.&&
&.1$ &.3" 4.&&
&.33 &.33 3.&&
&.32 &.&$ 1.&&
&.33 &.22 2.&&
&.&& &.&&
&.&& &.&&&.&& &.&&
'%)+ )%..
Wei!te$Score
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/ision0 ission0 O23ectives # TN
9rr5&% IF1
2 9rr5&%
3 IF2
4 IF3
5 IF4
" IF5
# IF"
$ IF#
% IF$
9rr5&% IF%
9rr5&%
IF1&
Harley-Davidson is an action-oriented international com*any a leader in its commitment tocontin!osly im*rove its m!t!ally bene/cial relatioshi*s +ith
sta,eholdersG c!stomerss!**liersem*loyees shareholders government and society..Harley-Davidson believes the ,ey to s!ccess is to balance sta,eholders interest thro!gh the
em*o+erment of all em*loyees to foc!s on val!e-added to activities.
:e f!lill dreams thro!gh the e8*eriences of motocycling by *roviding to motorclist to thegeneral *!blic an e8*anding line of motocycles branded *rod!cts and services in selected
mar,et segments.
'his hiloso*y is +hat hel*s set Harley a*art from its com*etitors. According to harley itta,es more than !st b!ilding and selling motorcycles to f!l/ll the dreams of its c!stomers. Itta,es !nforgettable e8*eriences and Harley is dedicated to creating e8*eriences anddevelo*ing relationshi*s +ith all of its sta,eholders. Harley believes that is +hat sets it a*art
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IF11
# TN Opportunities
1 9F1 SO 1
2 9F2 SO )
3 9F3 SO '
4 9F4 Demand in India for Harley-Davidson motors +as fast gro+th. SO 4
5 9F5 SO +
" 9F" Increasing in the n!mber of motorcycle riders. SO ,
# 9F# !stomer val!e 7!ality *arts for motor bi,es. SO (
$ & & SO .
% & & SO -> & & SO 1&
# TN Treats
2 9F$ 'he heavy +eight motorcycles mar,et id highly com*etitive. ST 1 Harley-david
3 9F% ST ) Harley-davi
:omen and yo!nger riders are increasing and becoming interested inbi,es.
Harley-da
'he international heavy +eight mar,et is gro+ing and become largerthan the () heavy +eight mar,ets.
HDF) sholoans to gi
!stomers thin, that o+ning Harley-Davidson motorcycles ma,es them*assionate and +ell ,no+n and become one of the family.
'hey canthro!gh ride
9!ro*ean demand for Harley- Davidson is the highest in theinternational mar,et.
om*etitors of Harley-Davidson motorcycle have large /nancial andmar,eting reso!rces and they are more diversi/ed than Harley-Davidson.
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4 9F1& ost of im*orting internationally co!ld become e8*ensive. ST '
5 9F11 ST 4
" 9F12 ST +
# 9F13 ST ,
$ 9F14 ;egistration for Asia *aci/c mar,et decreasing. ST (% 9F15 Honda is the :orlds largest motorcycle. ST .
9conomic crisis res!lt to the declining stoc, *rice on Harley-Davidsonmotorcycle. =a*anese /rms im*orting lo+er *rice motorcycle and +as able toca*t!re the large *ortion of Harley-Davidson motorcycle mar,et.
Discretionary s*ending on high-end cons!mer goods s!ch asmotorcycles has declined drastically.
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Stren!ts # TN
Harley-Davidson heritage is symbolic of the American dream. 11 IF1"
9rr5&% 14 IF1#
> IF14
2 IF1$
Harley -Davidson is the only maor American motorcycle man!fact!rer. 3 IF1%
4 IF2&
5
"
#
$
9rr5&%
Harley-Davidson motorcycle +as being a*art to its com*etitors beca!seof its +ell-,no+n mar, and tattoos engraved on every motorcycle theyma,e.
Harley-Davidson strong relationshi* b!ilt on tr!st and res*ect +iths!**liers dealers and c!stomers.
'he Harley-Davidson o+ners gro!* is the largest com*any s*onsoredmotorcycle enth!siast organiation.
Harley-Davidson consider the availability as /nancing thro!gh HarleysDavidson /nancial services as a com*etitive advantage.
Harley-Davidson created its Academy of 0otorcycling to reach the non-riders c!stomers.
Harley- Davidson ioneered the segment of heavy+eight motorcycle-mar,et.
Harley- Davidson man!fact!res /ve families of motorcycle to!ringdyna soft ail s*ortster.
Harley-Davidson actively *romotes the motorcycling lifestyle in the formof event rides valise and Harveys o+ner gro!*.
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SO ACTI/ITIES
WO 1
WO )
WO '
WO 4
WO +
WO ,
WO (
WO .
WO -WO 1&
ST ACTI/ITIES
son sho!ld o*en factory in india9!ro*e and Asia to lessen im*orts tari
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Wea5nesses
Harley-Davidson lose its several facilitates that ca!se theirsales to decrease in 2&&$.
Harley-Davidson motorcycles +as only limited for the !**erclass *eo*le beca!se of its high *rice.
Harley- Davidson Financial services decrease "1 *ercento*erating income in 2&&$.
In 2&&$ shi*ment of Harley-Davidson motorcycle decrease by$.2 *ercent com*ared last year.
Harley-Davidson relies on fe+ s!**liers for their motorcycle*arts.
Harley-Davidson have some 7!ality *roblems beca!se theye8*anded *rod!ction 7!ic,ly
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WO ACTI/ITIES
WT ACTI/ITIES
idson sho!ld *rod!ce lo+ *rice motorcycle to attract lo+ incomec!stomersG:33"
dson co!ld e8*and geogra*hically and o
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!antitative )trategic ro/le 0atri8 G)0
# TN Critical Factors
Stren!ts
1
2
3
4
5
"#
$
%
1&
# Wea5nesses
1
2
3
4
5
"
#
$
%
1&
# TN Opportunities
1
2
3
4
5
"
#
$
%
1&
# Treats
1
2
3
4
5
"
#
$
%
1&
Total WAS
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Wei!t 1
Rate Wei!te$ Score Rate
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
&.&5 &.&&
)%&& &%&&
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'
Wei!te$ Score Rate Wei!te$ Score Rate
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&%&& &%&&
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+
Wei!te$ Score Rate Wei!te$ Score
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&.&& &.&&
&%&& &%&&
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6I)I
0I))I
)';A'9?I DI;9'I >1
C9 ;9)(E' A;9A 9;F;0A9 IDIA';
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RECOEN6ATION
;?;A0J A'I6I'I9)
;9)(;9)
'I09EI9 @(D?9'
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'H9;)C9 ;9)(;9
9;)