¨Assignment
2: LASA 1
¨Business
Unit Analysis
¨
¨Directions: Create a
Feasibility Study for Harley-Davidson using the following outline:
¨
¨Part
I: Differentiation Strategies
¨
¨The analysis of
current strategy and competitor analysis you conducted last module impressed
the senior vice president. She now needs you to delve into the brands and
analyze them by conducting a business unit analysis and presenting your
findings in a three-part PowerPoint presentation.
¨
¨Research the
Harley-Davidson (H-D) Web site for each brand, and review the annual report for
relevant details of the size, scope, target market, services and amenities, and
other salient points of differentiation. Include these details in Part I of
your PowerPoint presentation.
¨
¨From the research and
analysis of the business units, identify:
¨
¨A description of each
brand that provides a clear picture of the brand and its place in the overall
portfolio of Harley-Davidson.
¨
¨The target market of
each brand.
¨
¨How the brands are
alike and how they differ.
¨
¨A preliminary
analysis of any gaps that exist in the portfolio that might lead to
opportunities to add to the brands.
¨
¨Your analysis of
possible merger/acquisition/joint venture possibilities and what would be
achieved or accomplished through the merger/acquisition/joint venture.
¨Part
II: SWOT Analysis
¨
¨Perform a SWOT
analysis for Harley-Davidson and include this information in Part II of your
PowerPoint presentation.
¨
¨Based on the internal
analyses of the SWOT analysis, assess the functional areas, resources,
capabilities, and strengths H-D possesses. Please be sure to cover the
following functional areas in your assessment:
¨
¡Marketing: New product
development, integrated marketing planning, marketing communications, and
building customer loyalty.
¨
¡Operations: Quality,
service, and consistent execution.
¨
¡Human
Resources: Hiring,
training, developing talent, and performance planning. Avoided lawsuits and bad
PR due to its hiring practices. Is ethical in its HR practices.
¨
¡Executive
Leadership: Industry
knowledge and experience, vision about where the industry is heading, and
strategy execution.
¨
¡Supply
Chain Optimization: Strategic
sourcing of input, vendor management, integrated IS, and joint forecasting with
suppliers.
¨
¡Corporate
Responsibility and Ethics: Concern
for corporate citizenship and the environment. Present any potential ethical
concerns as well.
¨
¡Safety
and Quality: How
the motorcycle industry is dealing with safety and quality issues.
¨Part
III: Growth and Profitability Strategies
¨
¨In addition, the
executive board is interested in your ideas about bold strategies for the
future. The strategies you recommend will have to contribute to growth and
profitability, as outlined in the Annual Report.
¨
¨You will want to pay
special attention to exploring vertical integration, strategic alliances, and
the internal growth of new brands entering new geographic markets, and/or
additional acquisitions.
¨
¨Consider the
following:
¨
¨Is Harley-Davidson,
Inc., (H-D) competing in the right businesses, given the opportunities and
threats present in the external environment? If not, how can H-D realign its
diversification strategy to achieve a competitive
advantage?
This may include additional diversification to take advantage of opportunities
such as further vertical integration.
¨Is the corporation
managing its portfolio in a way that creates synergy among its businesses? If
so, what additional businesses should it consider adding to its portfolio?
¨After you have
reviewed the growth and profitability strategies, create a list of possible
strategies to present a full range of ideas.
¨
¨Part III of your
presentation should include your complete list—all potential ideas—for the
senior vice president. This is your chance to be creative.
¨
¨Next, rank your ideas
from best to worst. To do this, keep in mind several things such as fit with
current strategy, resources and capabilities, and difficulty of execution.
¨
¨For each of your top
five ideas, add the following:
¨
¨Briefly describe the
strategy.
¨
¨Why you picked it as
one of the top five.
¨Think about such
things as:
¨
¨Does the strategy
build on current competencies and foster horizontal relationships among brands?
In other words, what can be leveraged or shared? What are the pros and cons of
this strategy?
¨Your PowerPoint
Feasibility Study presentation will also include slides pertaining to the
following assessments:
¨
¨Part
I: Identification
of size, scope, target market, services, amenities, and points of
differentiation.
¨
¨Part
II: SWOT
analysis that includes marketing, operations, human resources, executive
leadership, supply chain optimization, corporate responsibility, ethics,
safety, and quality.
¨
¨Part
III: Growth
and profitability strategies, including your top five strategic ideas and
support.
¨Submit the PowerPoint
Feasibility Study presentation to the senior vice president so that she can
review the alternatives and provide you with feedback about your ideas.
¨
¨Assignment
2 Grading Criteria
¨Maximum
Points
¨Assignment
Components
¨Describe
Harley-Davidson’s brand, including its target market, how the brands differ,
business units, and its place in the overall portfolio of H-D.
¨16
¨Identify
opportunities to add to the brands based on current gaps in the portfolio.
¨20
¨Assuming H-D
participates in a merger, select a strategy and discuss the benefits of the
strategy for H-D.
¨24
¨Provide a SWOT
analysis on H-D’s functional areas: Marketing, Operations, HR, and Executive
Leadership.
¨32
¨Provide a SWOT
analysis on H-D’s functional areas: Supply Chain Optimization, Corporate
Responsibility & Ethics, and Safety & Quality.
¨32
¨Recommend growth and
profitability strategies for H-D. Rank and describe your top five options for
the Sr. VP. Include a justification.
¨32
¨Presentation
Standards
¨Organization
(12)
Usage and Mechanics (12)
APA Elements (16)
Style (4)
¨44
¨Total:
¨200
