Strategic Direction of Harley Davidson

The success of Harley Davidson (HD) is due to the American motorcycle icons rough-and-ready Strategic Management. HDs vision, mission, goals and objectives strive to exceed the claimments of its main stakeholders. Although these inescapably argon not always met, the party has unique relationships with is stakeholders. The club stays on course with its strategical plan, despite the economy and the decline of American manufacturing and what might be considered its dwindling U. S. consumer floor. Stakeholders represent very important constituencies or groups of individuals who are part of an cheek or associated with an organization. (Module 01, 2013)HDs main stakeholders are its employees, customers and shareholders. Each stakeholder has its own motives for being involved with the organization. Normall(a)y these motives dissolver in common goals and objectives.MissionAn organizations mission is the overachieving goal of a company, the reason why it operates. (Module 01, 2013). Harley Davidsons mission statement is We ride with our customers and apply this deep connection in any market we process to create superior value for all of our stakeholders (Harley Davidson, 2012. p. 2).This mission statement places the needs of stakeholder foremost in the companys strategic plan.VisionA companys vision should set up the long term instruction of the company (vision), they incorporate the goals of the main stakeholders (shareholders, customers, suppliers, employees), they express the main values of the wariness to be embraced by employees, and they withdraw the main goals (Module 01, 2013). Harley Davidsons vision is We fulfill dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary customer experiences.We fuel the passion for freedom in our customers to express their own individuation (Harley Davidson, 2012, p. 2). Harleys vision does state a continuing corporate path however it is on kind of romanticized. A look at the companys goals and objectives is needed to complete a picture of the organizations vision.Goals and ObjectivesGoals and objectives river basin the vision into achievable units at department levels for instance, that are further subdivided into smaller and smaller units, until they reach each employees desk. (Module 01, 2013) Harley Davidsons has identified four major goals in its Annual Statements.These goals include obtaining pliable manufacturing, creating shorter reaping development times developing a premium customer experience and fulfilling dreams (Harley Davidson, 2012, p. 4). Goals should tackle the SMARTER principle. That is that Goals should be intentional and worded as much as possible to be specific, measurable, acceptable to those working to gain the goals, realistic, timely, extending the capabilities of those working to achieve the goals, and rewarding to them, as well (McNamara, 2011). We pass on evaluate each goal to measure whether it get words th is criterion 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 one bike per shew. If the public demand changed in that area Harley whitethorn have been left with a large supply and no demand. Harleys objective is to enable its plants to be able to produce the righteousness motorcycle for the needed demand in that area. The companys tactics include incorporating the success of its York plant into all of its plant globally. In 2011, the York plant was let onfitted to produce both the Tri Glide and All Touring Softail motorcycles (HARLEY Davidson, 2011, p 4).This will allow the company to move mathematical harvest-time to the correct customer at the correct time. Employees of Harley are encouraged to provide input and incorporate changes to improve products as well the production process. The goal of flexible manufacturing meets the entire criterion for the SMART ER principle. Both employees and customers benefit if this goal is realized. Product development. Harleys goal to reduce product development times include three main facets 1) a laser focus on the high hat product opportunities 2) reduced time-to-market and 3) increased product development capacity finished 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 versed in their fields plot of ground assisting the company in developing quality 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. T he goal of this version at retail is quite simple to provide a premium retail experience with every customer, every 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 culminate in a great customer experience. This includes an in store and online experience. The SMARTER principle is similarly not completely met with this goal. The goal is not completely measurable. It is beneficial to all stakeholders.The strengthening of retail keeps employees utilize and the improved customers can make customers feel more valued and more likely to seek out the retail experience. Dream fulfillment. At the core, these three transformationsin manufacturing, product development and at retail make out 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 e xtraordinary 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 brand, but to attempt to market products to find spic-and-span consumer within the US. Since HDs inception, Harley has been associated with the freedom of America, but 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 ultimately scrap 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 younger group with a disposable income. I have been introduced to Harley in fact, I well-educate d to ride on a Buell in a Harley Drivers Edge 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 like a lot of older brands, it may lose it challenge 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 seek 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 very failed.