Harley-Davidson's Mission

1. Mission & Objectives

Harley-Davidson’s mission statement is to “fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.” (Harley-Davidson web site, 2008) Their objective is to have happy and satisfied stakeholders, which includes their customers, employees, suppliers, investors, government, and the society. Then in return, these stakeholders will continue purchasing their products throughout their life time due to their unforgettable experience they have doing business with Harley-Davidson. Harley-Davidson believes the backbone in their business is their strong brand name and their loyalty with customers.

2. Strategies

The first strategy Harley-Davidson

uses is customer focus. Harley-Davidson offers a wide range of products and services, from children’s’ tricycles, clothing accessories, and affordable motorcycles to more higher-ended luxury motorcycles targeting customers in all age groups. By allowing their customers to personalize and customize their motorcycles, this strategy helps build their second strategy, which is brand loyalty. Other strategies that help build brand loyalty and selling dreams are to have groups, such as the Harley Owners Group (HOG) and the Buell Riders Adventure Group (BRAG), so they can emphasize to their customers that everyone is welcome to join its large extended family for riders,. Their value is: “Tell the truth. Be fair. Keep your promises. Respect the individual. Encourage intellectual Curiosity.” (Harley-Davidson web site, 2008) These represent their way of running their businesses and how they treat their stakeholders. To be successful, Harley-Davidson recognizes the importance of the employees’ passions and their attitudes toward the company. Hence, there are diverse employees to provide different perspectives in planning and implementing their products. This is also one of their competitive advantages. In 2008, Harley-Davidson will be heavily investing in three areas: marketing, product development and their people.

3. Policies

Harley-Davidson minimized the traditional approach in management and encouraged the “Open Door” policy throughout the company in order to maximize and encourage overall employee involvement. Hence, they allow their employees to participate in the

company’s key business decisions. They also have employee recognition programs to encourage and reward them for outstanding work.

III. External environment: Opportunities and threats (SWOT)

A. Societal Environment

1.