Harley-Davidson External Analysis

Harley-Davidson- External and Internal Analysis

Part I – Analysis of the External Environment of Harley-Davidson

As part of the Strategic Business Plan, you have been asked to:

  • Identify and analyze the major driving forces for change in the external environment of the motorcycle industry.
  • Analyze the dynamics of competition using Porter’s Five Forces Model of Competition. Correctly assess the dynamics of competition.
  • Provide at least three statistics about the size of the motorcycle industry such as revenue, growth rate, number of units sold by manufacturer/country, etc.
  • Summarize the strategic issues firms in this industry face and identify their biggest threats.

Part II – Internal Environment Analysis of Harley-Davidson

Financial

Gather the financial information necessary to do a complete ratio analysis and the Balance Score Card (BSC) key metrics information.

If you were going to create a BSC, what would be the key metrics you would measure in each of the four BSC areas:

  • Financial
  • Customer
  • Internal Business Process
  • Learning and Growth

Perform a ratio analysis using Harley-Davidson five-year financial performance. Interpret the meaning of the ratios and financial performance.

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