'Strategic Direction of Harley Davidson\r'

'The success of Harley Davidson (HD) is due to the Ameri bath wheel icon’s effective Strategic Management. HD’s pile, mission, rebrinyders and objectives strive to exceed the requirements of its main gameh quondam(a)s. Although these involve are not always met, the smart set has unique relationships with is stakeholders. The play along stays on course with its strategical plan, condescension the economy and the decline of American manufacturing and what might be considered its dwindling U. S. consumer base. Stakeholders â€Å"represent very important constituencies or groups of individuals who are part of an organization or associated with an organization.” (Module 01, 2013)HD’s main stakeholders are its employees, guests and shareholders. Each stakeholder has its own motives for cosmos involved with the organization. Norm al unityy these motives result in joint goals and objectives.MissionAn organization’s â€Å"mission is the overach ieving goal of a fraternity, the reason why it operates. ” (Module 01, 2013). Harley Davidson’s mission statement is â€Å"We ride with our customers and apply this deep connection in every market we serve to create schoolmaster value for all of our stakeholders” (Harley Davidson, 2012. p. 2). This mission statement places the of necessity of stakeholder foremost in the company’s strategic plan.VisionA company’s vision should â€Å"set up the bulky term direction of the company (vision), they structured the goals of the main stakeholders (shareholders, customers, suppliers, employees), they express the main values of the focusing to be embraced by employees, and they describe the main goals” (Module 01, 2013). Harley Davidson’s vision is â€Å"We fulfill dreams inspired by the many an(prenominal) roads of the homo by providing remarkable motorcycles and remarkable customer cognises.We fuel the passion for freedom in our customers to express their own individuality” (Harley Davidson, 2012, p. 2). Harley’s vision does state a continuing corporate road; however it is on quite romanticized. A get word at the company’s goals and objectives is requisite to screw a picture of the organizations vision.Goals and Objectivesâ€Å"Goals and objectives divide the vision into possible units at department levels for instance, that are further subdivided into little and smaller units, until they reach every employee’s desk. ” (Module 01, 2013) Harley Davidson’s has identified four major goals in its one-year Statements.These goals include obtaining flexible manufacturing, creating shorter carrefour instruction generation; developing a aid customer experience and fulfilling dreams (Harley Davidson, 2012, p. 4). Goals should meet the SMARTER principle. That is that â€Å"Goals should be designed and worded as frequently as possible to be specific, measurable, acc eptable to those operative to achieve the goals, realistic, timely, extending the capabilities of those going to achieve the goals, and rewarding to them, as puff upâ€Å" (McNamara, 2011). We will evaluate each goal to measure whether it meets this measuring rod and the needs of the main stakeholders.Manufacturing. nonpareil of HD’s goals is to create flexible manufacturing within its threefold facilities. In the past Harley on produced one ride per determine. If the public demand changed in that area Harley whitethorn generate been left with a large fork over and no demand. Harley’s objective is to enable its plants to be able to produce the right motorcycle for the needed demand in that area. The company’s tactical maneuver include incorporating the success of its York plant into all of its plant globally. In 2011, the York plant was outfitted to produce some(prenominal) the Tri Glide and All Touring Softail motorcycles (HARLEY Davidson, 2011, p 4).This will lay off the company to move product to the correct customer at the correct time. Employees of Harley are encouraged to turn in input and incorporate changes to improve products as well the production process. The goal of flexible manufacturing meets the entire amount for the SMARTER principle. Both employees and customers benefit if this goal is realized. Product development. Harley’s goal to reduce product development times include three main facets: â€Å"1) a optical maser focus on the best product opportunities; 2) trim down time-to-market; and 3) increased product development capacity done 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 very 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 devel opment process it has created a learner centrical environment. Employees stay well versed in their palm while assisting the company in developing note products in shorter periods of time. This benefits the customers by providing quality products that keep up with advances in technologies and consumer desires.Retail. â€Å"The goal of this transformation at sell is quite simple: to provide a premium retail experience with every customer, every solar day and everywhere, while 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 end in a great customer experience. This includes an in store and online experience. The SMARTER principle is also not solely met with this goal. The goal is not completely measurable. It is beneficial to all stakeholders.The strengthening of retail keeps employees employed and the improved customers can enlighten customers feel more valu ed and more likely to seek out the retail experience. stargaze fulfillment. â€Å"At the core, these three transformationsâ€in manufacturing, product development and at retailâ€come 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 unique customer experiences far into the future” (Harley Davidson, 2011, p. 5). All of HD’s 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 testimonial to Harley executives is to remember to stay true to the shop, alone to feat to market products to find new consumer within the US. Since HD’s inception, Harley has been associated with the freedom of America, but it may be losing it American consumer while changing to a global market. â€Å"Harley-David son demographics has long shown its reliance on an overwhelmingly white, male and middle-aged consumer base would ultimately challenge sales in North America, where it still earns two-thirds of its revenue” (Kelleher, 2013).The goal that I propose is to include marketing to a junior group with a disposable income. I expect been introduced to Harley; in fact, I learned to ride on a Buell in a Harley Drivers Edge resort Course. I an African American female and oblige never been in the Harley advertising demographic. Harley does have a female rider’s program but it’s 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 like a lot of older brands, it may lose it appeal a junior population. Increasing its consumer base can only be beneficial to its other(a) stakeholders. It may potentially stop manufacturing jobs from being transferred outside of the U. S. as Harley seeks consumers in other locations. Harley Davidson’s use of strategic management is in line with the needs of its main stakeholders. The company’s mission acknowledges the need to meet the demands of all stakeholders for a more effective organization.Harley’s vision recognizes what HD brand means to the consumer. The organization’s goals and objectives seek to make the brand more effective in the reliable 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 proceed to use strategic management to change the company’s fortunes over the years. As a result, the company has faltered but never truly failed.\r\n'