Strategic Direction of Harley Davidson

The success of Harley Davidson (HD) is due to the American bicycle icons effective Strategic Management. HDs survey, mission, addresss and objectives strive to elapse the requirements of its main stake carriers. Although these postulate are non always met, the fraternity has curious relationships with is stakeholders. The company stays on course with its strategic plan, despite the scrimping and the decline of American manufacturing and what might be considered its dwindling U. S. consumer idea. Stakeholders represent actu every last(predicate)y important constituencies or groups of individuals who are part of an organization or associated with an organization. (Module 01, 2013)HDs main stakeholders are its employees, customers and shareholders. Each stakeholder has its dedicate got motives for being involved with the organization. norm onlyy these motives result in common finishings and objectives.MissionAn organizations mission is the overachieving aim of a company, th e reason why it operates. (Module 01, 2013). Harley Davidsons mission statement is We go up with our customers and apply this deep connection in every market we dispense to create superior value for all of our stakeholders (Harley Davidson, 2012. p. 2).This mission statement places the impoverishments of stakeholder foremost in the companys strategic plan.VisionA companys vision should set up the long term direction of the company (vision), they in corporeal the goals of the main stakeholders (shareholders, customers, suppliers, employees), they express the main values of the management to be embraced by employees, and they describe the main goals (Module 01, 2013). Harley Davidsons vision is We suffer dreams excite by the many roads of the world by providing remark fit motorcycles and extraordinaire(postnominal) customer experiences.We fuel the passion for freedom in our customers to express their own individuality (Harley Davidson, 2012, p. 2). Harleys vision does state a c ontinuing corporate path however it is on quite romanticized. A look at the companys goals and objectives is needed to complete a picture of the organizations vision.Goals and ObjectivesGoals and objectives rive the vision into achievable units at department levels for instance, that are further subdivided into little and smaller units, until they reach every employees desk. (Module 01, 2013) Harley Davidsons has identified quatern major goals in its Annual Statements.These goals overwhelm obtaining flexible manufacturing, creating shorter intersection training times developing a premium customer experience and fulfilling dreams (Harley Davidson, 2012, p. 4). Goals should discover the SMARTER principle. That is that Goals should be designed and worded as much as possible to be specific, measurable, acceptable to those working to achieve the goals, realistic, timely, extending the capabilities of those working to achieve the goals, and rewarding to them, as well (McNamara, 20 11). We leave behind evaluate each goal to measure whether it meets this bill and the needs of the main stakeholders.Manufacturing. One of HDs goals is to create flexible manufacturing within its multiple facilities. In the past Harley on produced genius bike per plant. If the semipublic demand pitchd in that area Harley may have been left with a large supply and no demand. Harleys objective is to enable its plants to be able to produce the right motorcycle for the needed demand in that area. The companys tactics include incorporating the success of its York plant into all of its plant internationally. In 2011, the York plant was outfitted to produce both the Tri coast and any Touring Softail motorcycles (HARLEY Davidson, 2011, p 4).This will allow the company to move product to the correct customer at the correct time. Employees of Harley are encouraged to exit input and incorporate changes to improve products as well the production process. The goal of flexible manufactu ring meets the entire criterion for the SMARTER principle. Both employees and customers eudaemonia if this goal is realized. fruit development. Harleys goal to reduce product development times include three main facets 1) a laser focus on the top hat product opportunities 2) reduced time-to-market and 3) increased product development capacity with efficiencies (Harley Davidson, 2011, p.4). This goal does not meet the full criterion of the SMARTER principle. The goal is not specific. It does not quantify how much it wants to decrease the timeliness of product development. Employees benefit from this goal. The main benefit is that because HD believes in employees participating in the product development process it has created a learner centric environment. Employees stay well cozy in their fields succession assisting the company in developing shade products in shorter periods of time. This benefits the customers by providing quality products that keep up with advances in techno logies and consumer desires.Retail. The goal of this transformation at retail is quite simple to provide a premium retail experience with every customer, every day and everywhere, plot strengthening dealer profitability (Harley Davidson, 2011, p. 5). Harley Davidson plans to work with all of its stakeholders to ensure that all of its many faces culminate in a great customer experience. This includes an in store and online experience. The SMARTER principle is also not completely met with this goal. The goal is not completely measurable. It is ripe to all stakeholders.The strengthening of retail keeps employees employed and the modify customers can make customers feel more valued and more probable to seek out the retail experience. Dream fulfillment. At the core, these three transformationsin manufacturing, product development and at retailcome down to one thing we must ensure, in a world of ever-increasing customer expectations, Harley-Davidson continues to fulfill dreams through remarkable motorcycles and extraordinary customer experiences far into the future (Harley Davidson, 2011, p. 5). All of HDs improvements end here.The improvement require all stake holder to work together to make the customer experience unique. The improvements, if effective will add to the Harley Davidson ethos.RecommendationMy recommendation to Harley executives is to remember to stay true to the instigant, and to movement to market products to find new consumer within the US. Since HDs inception, Harley has been associated with the freedom of America, notwithstanding it may be losing it American consumer while changing to a global market. Harley-Davidson demographics has long shown its reliance on an overwhelmingly white, male and middle-aged consumer base would ultimatelychallenge sales in North America, where it still earns two-thirds of its taxation (Kelleher, 2013).The goal that I propose is to include marketing to a young group with a disposable income. I have been int roduced to Harley in fact, I learned to ride on a Buell in a Harley Drivers keenness Safety Course. I an African American female and have never been in the Harley advertising demographic. Harley does have a female riders program but its not advertised. All of the commercials that I have seen for Harley actual talk about the experience and financing.Although it is an American institution worry a lot of older brands, it may lose it appeal a younger population. Increasing its consumer base can only be beneficial to its other stakeholders. It may potentially prevent manufacturing jobs from being transferred outside of the U. S. as Harley seeks consumers in other locations. Harley Davidsons use of strategic management is in line with the needs of its main stakeholders. The companys mission acknowledges the need to meet the demands of all stakeholders for a more effective organization.Harleys vision recognizes what HD brand means to the consumer. The organizations goals and objectives s eek to make the brand more effective in the current global market while satisfying the needs of its stakeholders. HD should be careful that it continues to gain new customers as it reliable customer base ages and are no longer able or willing to ride. Harley has continued to use strategic management to change the companys fortunes over the years. As a result, the company has faltered but never truly failed.