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1、EFEMatrixforHarleyDavidsonIncI.CURRENTSITUATION A.CurrentPerformance Losingmoney,marketshare,andrelevanceinachangingindustrywithnewforeigncompetitors. Stiffforeigncompetitorsintroducingnewdesigns HDwastooslowindevelopmentandunpredictableinreacting Outm
2、odedtechnologies Poorqualityandshoddyworkmanship B.StrategicPosture I.Mission"Wefulfilldreamsthroughtheexperiencesof motorcycling,byprovidingtomotorcyclistsandtothegeneralpublicanexpandinglineofmotorcyclesandbrandedproductsandservicesinselectedmarketse
3、gments(Harley-Davidsonwebsite,p.2)." 2.Objectives a)"Wedeliverexperiences" b)Developingrelationshipswithallstakeholderscustomers,employees,investors,suppliers,governments,andsociety. c)Provideagoodqualitycycle d)Employeesarebothenthusiastsandcustomers
4、3.Strategies a)198113H-Dexecutives,includingWilliamDavidson (grandsonoffounderArthurDavidson),conducteda leveragedbuyoutofAMFtoreacquireH-Dandward offbankruptcyofthecompany. b)ImplementedTotalQualityManagement c)ImplementedJust-In-Timeinventory d)Lobbi
5、edWashingtonfortariffsonimports e)Directmarketingtotheloyalcustomerbase f)SponsoredtheHarleyOwners'Group(HOG) g)LaunchedSuperRidetoattractanewcustomerbase h)Offeredcustomersafreeone-yearmembershiptogroups,publications,receptions,etc. 4.Policies a)Short
6、-termprofitsmoreimportantthanR&Dand retooling b)Stiffforeigncompetitionignored c)Employeeshaslittleornoinputinthecompany d)VeryslowR&D;veryslowinreactingtomoreadvancedtechnologicalchanges II.StrategicManagers A.BoardofDirectors 1.Ninemembers,sevenareou
7、tsiders 2.RespectedAmericans,fourhavebeenaffiliatedwithHDsince theearly1970s 3.Threehavespecializedmarketingexperience;fourhave internationalbackgrounds B.TopManagement 1.Thirteentopexecutiveswhoconductedtheleveragedbuyout 2.Allhaveworkedfororbeenaffil
8、iatedwithHDsinceearly1970s 3.Goalwastoreacquireandrestructurethecompanytostaveoffbankruptcy. III.ExternalEnvironment(EFAS) A.SocietalEnvironment 1.Economic a)Stagflation,or"bottle-neck"inflation,sinceearly1970s coupledwiththeOPECoilemba
