External Analysis of the Motorcycle Industry

External Analysis of the Motorcycle Industry

You are going to cover quite a bit of ground in this case assignment because you are tasked with considering what might be included in a PEST and Porter’s 5 forces analysis of Harley Davidson’s external environment.

Before you start to write (though you might want to take some notes), spend some time considering what might go into such a PEST analysis and also consider what a strategic manager at HD might include in a Porters 5 forces analysis in considering this organization’s external environment.

Some of the more interesting things happening in HD’s world right now from a competition perspective includes the introduction/re-introduction of two competing motorcycle companies in past years that can also make the claim of being “American Made”. These include “Victory” and “Indian” motorcycles. In addition, most of the foreign competition has entered into the heavy-weight motorcycle market. There are also some concerns nowadays regarding the world economy, and the heafty price-tag that typically accompanies an HD motorcycle. Though HD tends to rely heavily on a socially based mystique regarding their product line. They have also invested significantly from a technological perspective in relation to logistics and production management efforts. There are also a lot of potential ‘substitute’ products that one might consider as an alternative to riding a motorcycle (depending on the reason for purchasing the motorcycle be it gas economy, or something exhilarating to do on a warm, sunny weekend).

Based on this information and your background readings, discuss whether you think PEST analysis and Porter’s 5 Forces analysis would be useful tools for HD executives to help them make wise strategic choices. Give examples to support your arguments and above all, demonstrate that you have a strong grasp of how these analytical tools are used and applied in the strategic management process. Your paper should be 4 to 5 pages in length.

Pay special attention to the following case study related to HD’s efforts to expand their operations and sales overseas. This effort obviously ties into the discussion on the external environment:

McBee, R. D. (2011). Harley-Davidson’s Future (Abroad). International Journal Of Motorcycle Studies, 7(2), 1-8(access via Trident’s library through EBSCO database)

Case expectations:

Your paper should include an introduction stating the thesis, position, or central theme you plan to take in your paper, a main body focusing on the key assignment specifications, and a conclusion concisely stating the main points of your analysis and the conclusions you reached.

Be sure to document your sources and provide in-text citations whenever you use information you obtained from a background reading or other outside source, as well as a separate reference list at the end of the paper. You may use footnotes instead, if you prefer, but you MUST document where you got the information you are using in your papers!

The following criteria will also be used to assess your paper:
1.Precision: Does the paper address the question(s) or task(s)?
2.Breadth: Is the full breadth of the subject, i.e., all the keys to the assignment, addressed?
3.Depth: Does the paper/report address all elements of the topic in sufficient depth? Does it include and apply the background readings and other background resources? Are they included as references?
4.Critical thinking: Are the concepts of this module applied accurately, logically, and relevantly?
5.Organization: Is the paper organized in a coherent and systematic manner? Are headings included in all papers greater than 2 pages?
6.Clarity: Is the writing clear and the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of response to the questions, or are thoughts conveyed through excessive use of quotations?

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