Module 2 - Case STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS Assignment Overview 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 H-D might include in a Porters 5 forces analysis in considering this organization`s external environment. Some of the more interesting things happening in H-D’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 H-D motorcycle. Though H-D 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 H-D 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 4–5 pages in length. Pay special attention to the following case study related to H-D`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) Assignment 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: Precision: Does the paper address the question(s) or task(s)? Breadth: Is the full breadth of the subject (i.e., all the keys to the assignment) addressed? 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? Critical thinking: Are the concepts of this module applied accurately, logically, and relevantly? Organization: Is the paper organized in a coherent and systematic manner? Are headings included in all papers longer than 2 pages? Clarity: Is the writing clear and are 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? Module 2 - Background STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS Required Reading Here is an article that discusses some internal and external challenges faced by Harley Davidson: Taylor, A., (2012). The Hurdles at Harley-Davidson. CNN Money – Fortune. Retrieved from: http://money.cnn.com/2012/10/03/autos/harley-davidson-polaris.fortune/index.html Here is a very brief strategic analysis of HD. It will provide you with some useful information in putting together your assignments and should give you some ideas on how to fashion a brief strategic analysis. GlobalData, (2012). Harley-Davidson, Inc. – Financial and Strategic Analysis Review. Retrieved from: http://callisto.ggsrv.com/imgsrv/Fetch?banner=4d609cd7&digest=27b6b6d33026b58ef227e0025dda7d42&contentSet=SWOT&recordID=47405_GDAUT29887FSA Here is a fairly recent article that speaks to HD’s worldwide sales: UMC Staff, (2013) Harley-Davidson | 2012 Worldwide Sales Up 6.2%. Ultimate Motorcycling. Retrieved from: http://ultimatemotorcycling.com/harley-davidson-2012-worldwide-sales-up-6-2/ Here is an older article that provides a short analysis of HD’s international business strategy: TDi Media, (2010). An analysis of Harley Davidson’s international business strategy. TDI Media. Retrieved from: http://tdimedia.blogspot.com/2010/03/analysis-on-harley-davidsons.html Here is an article that discusses some internal and external challenges faced by Harley Davidson: Taylor, A., (2012). The Hurdles at Harley-Davidson. CNN Money – Fortune. Retrieved from: http://money.cnn.com/2012/10/03/autos/harley-davidson-polaris.fortune/index.html Here is an older external analysis on Harley Davidson that goes through a Porter’s 5 forces analysis. This is just an example, and it may provide you with some useful, general information. However, a lot has happened at HD since 2006. So I wouldn’t recommend relying on this for your external analysis without putting forth an effort to bring the information up to date: Melief, M.,Bundgaard, T., Hathaway, J., (2006). Strategic Report for Harley Davidson. Pandora Group. Retrieved from: http://economics-files.pomona.edu/jlikens/SeniorSeminars/pandora/reports/harley.pdf Here is a document that contains a lot of information on a strategic alliance with Lehman Trikes in 2008. This document provides a thorough strategic analysis of both H-D and Lehman, including evaluation of the external enviornment. This will actually be used as a case study in Module 3 but provides some useful information for this module as well. Looney, D. C., & Ryerson, A. (2011). Lehman Trikes: A story within a story. Journal Of The International Academy For Case Studies, 17(7), 45-58. (Available via the Library by way of the EBSCO database). Web Bike World, (2012). Motorcycle Sales Statistics, News and Information. Retrieved from: http://www.webbikeworld.com/motorcycle-news/statistics/motorcycle-sales-statistics.htm Here are a few documents related to PEST and 5 Forces analysis: Themanager.org(n.d.). Porters 5 forces. Retrieved from: http://www.themanager.org/Models/p5f.htm QuickMBA. (n.d.). Porter’s 5 Forces. Retrieved from: http://www.quickmba.com/strategy/porter.shtml NETBMZ. (n.d.). PEST Analysis. Retrieved from: http://www.netmba.com/strategy/pest/ Anonymous, (n.d.). Pest Analysis. Retrieved from: https://depts.washington.edu/oei/resources/toolsTemplates/PEST_analysis.pdf Here is the document specific to the case study: 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)