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Startegic Audit

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Western Michigan University

ScholarWorks at WMU
Honors Theses

Lee Honors College

12-10-2010

Harley-Davidson, Inc.: A Strategic Audit
Sheila Lenz
Western Michigan University

Follow this and additional works at: http://scholarworks.wmich.edu/honors_theses
Part of the Accounting Commons, Sales and Merchandising Commons, and the Strategic
Management Policy Commons
Recommended Citation
Lenz, Sheila, "Harley-Davidson, Inc.: A Strategic Audit" (2010). Honors Theses. Paper 1853.

This Honors Thesis-Open Access is brought to you for free and open access by the Lee Honors College at ScholarWorks at WMU. It has been accepted for inclusion in Honors Theses by an authorized administrator of
ScholarWorks at WMU. For more information, please contact maira.bundza@wmich.edu. WESTERN MICHIGAN UNIVERSITY

Harley-Davidson, Inc.:
A Strategic Audit

Sheila Lenz
December 10, 2010

LEE HONORS COLLEGE - CAPSTONE THESIS

2

Table of Contents

Analysis
Business

3

Mission Statement Analysis

3

Porter's Exercise

4

Marketing Strategy

5

Financial Analysis

5

IFAS Summary

9

EFAS Summary

10

SFAS Summary

11

Recommendations

SWOT Analysis

12

Portfolio Analysis

16

Corporate Strategy

16

Business Competitive Strategy

18

Business Cooperative Strategy

18

Conclusion

19

Works Cited

20

Harley-Davidson, Inc.:
A Strategic Audit
Analysis
Business

Harley-Davidson, Inc., known for its famous bar and shield trademark, is based

out of Milwaukee, Wisconsin. It is currently a public company with over 100 years of experience producing motorcycles. Harley consists of two segments: the Motorcycles &
Related Products segment and Financial Services. The Motorcyles segment primarily produces standard, custom, touring, and performance motorcycles. The Financial

Services segment provides financing for dealerships and retail customers. Dealerships are

located around the world and sell

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