Influencing Organisational Strategy PDF
Added on 2020-11-23
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Influencing Organisational Strategy
Table of ContentsINTRODUCTION ..........................................................................................................................4MAIN BODY...................................................................................................................................41 Harley-Davidson’s strategy how it has been successful.....................................................42 (a) Resources and capabilities are needed to compete within the motorcycle industry.....6Six sigma strategy: ................................................................................................................82 (b) Harley-Davidson compare with other leading motorcycle companies in the context of itsresources and capabilities ......................................................................................................9Porter's five force model: ....................................................................................................123 Harley’s strategy exploit its key strengths while protecting itself from its key weaknesses13Porter’s value chain model: .................................................................................................154 Threats in front of Harley-Davidson and how it is responded : ......................................15CONCLUSION .............................................................................................................................19REFERENCES................................................................................................................................1
Illustration IndexIllustration 1: Marketing strategy.....................................................................................................5Illustration 2: Resources and capabilities........................................................................................7Illustration 3: Six sigma...................................................................................................................9Illustration 4: Porter's five force analysis......................................................................................12Illustration 5: Value chain analysis................................................................................................15Illustration 6: Competitive analysis...............................................................................................18Illustration 7: VRIO model............................................................................................................18
INTRODUCTION In order to define the strategies of Harley Davidson, it is necessary to understand thestrengths and weaknesses of its Harley-Davidson. It is an American motorcycle manufacturer.There are different market strategies which are using by Harley Davidson to grab more attractionof customers and maintain the customer base. Harley-Davidson is using marketing strategies inthe best way and it is also gaining success in competitive market. Furthermore, it also requiresdifferent resources and capabilities to compete with its competitors. There are variouscompetitors of this Harley-Davidson and the biggest one is Honda. This report also include thedifferent similarities and dissimilarities between both of these companies. According to thisreport, resources and capabilities of these both companies are generally opposite as strengths ofthe Harley Davidson are the weaknesses of HONDA. Other competitors are triumph, Yamahaand Kawasaki. The best strength of this Harley-Davidson is that it is providing the facility ofcustomization to their customer and it also conducting different programs to give knowledgeabout the bikes and instructions about how to ride. In addition to this, Harley-Davidson do nothave large number of markets and customers. It only focuses on targeted customers and markets.It is continuously trying to keep maintain the potential level of their existing customers. Thestrategies of Harley Davidson has been successful because it focuses on the satisfaction level ofcustomers rather than launching new motorbikes(Ochillo, Van Teijlingen and Hind, 2017). MAIN BODY1 Harley-Davidson’s strategy how it has been successfulMarketing strategies plays an important role in every organisation. Thorough these strategiesinvestors can look at the Harley-Davidson's background and its potential in the market. There aredifferent market strategies of Harley-Davidson which can be understand by following diagrams :
Whenever we think about the motorcycle the first name which came in mind is Harley-Davidson. It is thepioneer in motorcycle industry. Generally strategies of Harley-Davidson is focused on giving apersonalized experience to their consumers. Customization : Harley-Davidson is providing customization to their existing customers. No othercompanies in motorcycle industries are furnishing this type of facilities to their customers. Furthermore,in the customization, they provide to modify the colour, design, wheels, racks, seats, backrests, exhaustsand intakes(Wickert, Vaccaro and Cornelissen, 2017). Large dealership network : There is large number of dealership which are located in different areassuch as US and Europe. Harley-Davidson has established a huge number of dealership outlets globally.Lately, Harley-Davidson is focusing on the expanding its dealership across Asia- pacific market as well. “Learn to ride program” : Harley-Davidson runs learn to ride program in which they provide differentcourses to new riders with expert guidance and instructions. This is done through the help of Harley-Davidson riding academy. Consumers of the Harley-Davidson can also enrol in its jump-start program.Whey they learn and experience riding a real Harley-Davidson motorcycle(Ochillo, Van Teijlingenand Hind, 2017). Targeting a variety of consumers : Generally the target customers of the Harley-Davidson are the menover the age of 35. Harley-Davidson provide variety of gears and apparel to its customers to enhanceIllustration 1: Marketing strategySource : Marketing strategy, 2016
theCOMPETITIVE ANALYSIS : experience. But now this Harley-Davidson is focusing on the youngadults and women as well(Pedersen, Gwozdz and Hvass, 2018). Events for Harley owners : Harley-Davidson has organised group for Harley motorbikes to keep thespirit alive. Apart from this, Harley-Davidson conduct different types of programmes as well for this itput a great deal of efforts in their marketing strategy. Reasons of being successful : The key of success of the strategies is a tightly centred upon Harley's resources such as itsimage and brand. Thus, Harley has centred upon the respective section where its conventionaldesigns and brand image can be most impressive, and avoid investments in technology and ultranew designs. Furthermore, Harley has not ignored its cost position as a low-volumemanufacturer Harley is at a leading discriminate to Honda, Yamaha, and others. It has kept costslow through element standardization, putting R&D low, paradigm upon the applications of pasttimes, attempting escaped promotional material as a secondary to costly media advertising(Volet,Lawrence and Dodds, 2017). Acknowledging its functions as a lifestyle product, Harley hasreinforced discrimination not just into its trade goods but into the organization as a whole and allits kinship with its customers. Look at the determination between workers and directors withHarley possessor and the ordinary values that tie-in the organization and its customers.In marketing strategy, Harley-Davidson also consider the marketing mix factor. Itincludes place, product, promotion and price as well. In the case of Harley-Davidson’s marketingmix, concerns about promoting and strengthening the brand are effectively addressed. Eventhough the Harley-Davidson has increased its advertising efforts, its marketing mix remainspractically the same. Through this marketing mix, Harley-Davidson competes well in thedomestic and global motorcycle markets. Products of the Harley-Davidson are motorcycles,engines, parts and accessories, collection or motor clothes merchandise(Ochillo, Van Teijlingenand Hind, 2017). .HR. analysis :It is also important factor to be analysed. To analyse the capabilities of human resources are essential toget maximum efforts of employees as they can put to accomplish the task. This analysis will help theHarley-Davidson to resolve the problems occurs among different employees. It includes various stages toevaluation such as first id to assigned the functions and task then collect the information regarding to thetask, develop the functional areas and last is to recommend and councils.
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