Strategic Audit of Harley Davidson

A series of activities developed by the value chain company can increase the value of products beyond the manufacturing cost and is called the value chain. Harley Davidson provides a combination of high performance and unique attributes in its value chain to enhance its core competencies and to provide them with competitive advantage. As raw materials evolved into marketable products, the way to manufacture a motorcycle by operating Harley Davidson has created value. The 40,000 square meters facility in Kansas City, Missouri is laid out so that the internal components of the production facility can be integrated backwards.

This report aims to evaluate the strategic options available to the Harley-Davidson organization. Harley Davidson has two business divisions, motorcycles and financing. Harley Davidson Financial Services (HDFS) offers loans, bicycle insurance and protection programs to meet the needs of owners. It also produces motorcycle parts and accessories, gears and clothing. The company is the only major motorcycle manufacturer in the United States and has operations globally in North America, Europe, Asia Pacific region, Latin America.

Established in 1903, Harley-Davidson is headquartered in Milwaukee, Wisconsin, USA. We sell not only heavy duty motorcycles but also motorcycle accessories, parts and related services. Harley Davidson is the parent company of Harley Davidson Motor Company, Bueller Motorcycle Company and Harley Davidson Financial Services Group. The company offers more than 35 custom bike models through over 1,500 distributors' global network. The company also manufactures motorcycles under BUELL

Harley - Davidson was founded in 1903 by Mr. William S. Harley and Davidson 's brother at Milwaukee, Wisconsin. It was later named "Harley Davidson Motor Company". After the Second World War, Harley Davidson was the only motorcycle manufacturer in the United States. In 1969, Harley - Davidson was handed over to American Machine and Foundry (AMF). Harley Davidson's production increased dramatically, but at the expense of quality. At this time, the Japanese motorcycle manufacturer Honda entered the US market. Their quality is excellent and the quality of Harley Davidson continues to decline. About 1980, AMF wanted to sell Harley Davidson, but there were no potential buyers. At that time, Honda was in the leading position in the global motorcycle market. In 1981, Harley Davidson 's senior management and a member of the Davidson family bought Harry - Davidson from AMF. In 1983, the Harley Owners group was called H.O. G. (Harley Davidson, 2010a)