Strategic Audit of Harley Davidson Inc.

10702 words 43 pages
I. CURRENT SITUATION 3
A. CURRENT PERFORMANCE 3
B. STRATEGIC POSTURE 3
1. Mission & Objectives 3
2. Strategies 4
3. Policies 4
4. Summary 4
II. CORPORATE GOVERNANCE 4
A. BOARD OF DIRECTORS 4
B. TOP MANAGEMENT 5
III. EXTERNAL ENVIRONMENT: OPPORTUNITIES AND THREATS (SWOT) 6
A. SOCIETAL ENVIRONMENT 6
1. Economic 6
2. Technological 6
3. Political-legal 6
4. Sociocultural 7
B. TASK ENVIRONMENT 7
1. Threat of new entrants 7
2. Bargaining power of buyers 7
3. Threat of substitute of products or services 7
4. Bargaining power of suppliers 7
5. Rivalry among competing firms 8
6. Relative power of unions, governments, special interest group, etc. 8
C. SUMMARY OF EXTERNAL FACTORS 8
IV. INTERNAL ENVIRONMENT: STRENGTHS AND
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Hence, there are diverse employees to provide different perspectives in planning and implementing their products. This is also one of their competitive advantages. In 2008, Harley-Davidson will be heavily investing in three areas: marketing, product development and their people.

3. Policies

Harley-Davidson minimized the traditional approach in management and encouraged the “Open Door” policy throughout the company in order to maximize and encourage overall employee involvement. Hence, they allow their employees to participate in the company’s key business decisions. They also have employee recognition programs to encourage and reward them for outstanding work.

4. Summary

Harley-Davidson believes in sharing their success to the community for a better society. Besides the company supporting the community, they also encourage their employees to perform volunteer work with society through programs such as Dollars for Hours which the company will contribute the dollar amount equivalent to the total amount of hours their employees volunteer for.
II. Corporate Governance
A. Board of Directors

Harley-Davidson’s board members are all independent directors who met the independence requirements of the New York Stock Exchange (“NYSE”) and all other applicable laws, regulations, and rules. The company has a total of eleven board members,

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