case 8 0411 Dissertation


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Part 8: Harley-Davidson's Focus Technique Chapter Contents Book Subject: Strategic Management An Integrated Strategy

Printed By simply: ALICIA LI ([email protected] com)

© 2015, 2013 Cengage Learning, Cengage Learning

Cae 8

Harle-Davidon' Focu Strateg

Chapter Intro

8-1 Background Note

8-2 Focused Difference

8-3 Stressed Ride

8-4 ‘Delivering Effects Through Focus'

8-5 Discontinuing Buell, Divesting MV Agusta

8-6 Changing Product Development

8-7 Restructuring Manufacturing Operations

8-8 Expanding Global Footprint

8-9 Adopting a Customer Led Promoting Approach

8-10 Other Projects

8-11 The street Ahead

Part 8: Harley-Davidson's Focus Approach Chapter Launch Book Name: Strategic Administration An Integrated Strategy

Printed Simply by: ALICIA LI ([email protected] com)

© 2015, 2013 Cengage Learning, Cengage Learning

Chapter Introduction

Syeda Masseeha Qumer and Debapratim Purkayastha

" Through the strategy to deliver results through Focus, which we rolled out in late 2009, we've been restructuring the business and focusing each of our investments in ways in which will improve the Harley-Davidson brand, lower our expense structure, foster continuous improvement, and encourage growth inside the U. S. as well as throughout the world. And while all of us feel good regarding all that we've achieved, we know it's crucial for us to stay fully around the throttle right here. ”

– Keith . Wandell, Preident & CO of Harle-Davidon Inc. this year.

In the fourth quarter concluded December thirty-one, 2011, US-based iconic motorcycle maker Harley



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Davidson Inc. (Harley) posted money of US

, 000, 000 as against a net loss of ALL OF US

million inside the corresponding quarter of the previous year. To get the full yr 2011, salary from carrying on operations much more than doubled to US

mil and selling sales

improved by

throughout the world. Shipments rose

to 233, 117 cycles. Commenting on the

company's performance, Keith At the. Wandell (Wandell), President and CEO of Harley, explained, " The improved functionality in 2011 is the result of the tremendous attempts of all of the employees, retailers, and suppliers. Harley-Davidson is centered on fulfilling dreams through remarkable motorcycles and extraordinary consumer experiences. This year, we built strong improvement at modifying our organization to be more agile and effective than in the past at going above customer expectations. The changes ongoing across the organization will permit HarleyDavidson to be world class and customer led like never before, with shorter application lead times, flexible production, and a great unmatched superior retail encounter. ”

Founded in 1903, Harley was the planet's leading manufacturer of top quality motorcycles. The company's bikes had been sold through authorized retailers in more than 70 countries. Besides motorbikes, the company also offered a line of motorbike parts & accessories

and general merchandise.

Over the years, Harley had set up an

image of raw electrical power which became its unique providing proposition. The brand name adopted a focused difference strategy wherein it targeted specific products at specific niche market segments in the market. The Harley davidson brand acquired achieved a cult position among it is loyal consumers as it characterized adventure, traditions, and electrical power.

In 08, the global economic recession and a great aging consumer bottom had considerably dented Harley's sales. In October 2009, the company launched a long-term organization strategy named " Providing Results through Focus” to make it through the recession and increase the strength of the Harley-Davidson brand. The objective of this tactic was to enhance productivity and profitability through continuous improvement in manufacturing, product development, and business operations. As part of the strategy, Harley davidson transformed their operations to make them way more versatile and buyer led. This focused on shortening product development...


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