MGT499 - Strategic Management Module 2 case (Graded A+) - use as a guide only - 34001

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MGT499 - Strategic Management



Module
2 - Case



Strategic
Management: External Analysis






  
  
  
  
  
  
  
  
  
  
  
  


















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?













Your
assignment will be graded based upon the criteria explained in the following
link: 
Grading
Rubric



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Module
2 - Background



Strategic
Management: External Analysis


















Required
Readings: 



Here are
some SWOT analyses conducted by third party organizations on HD that may be
helpful:



Harley-Davidson,
Inc. SWOT Analysis. (2012). Harley-Davidson, Inc. SWOT Analysis, 1-9. (access
via Trident’s library through EBSCO database)



DATAMONITOR:
Harley-Davidson, Inc. (2011). Harley-Davidson, Inc. SWOT Analysis, 1-9. (access
via Trident’s library through EBSCO database)



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 HD 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).



Here is a
comprehensive competitive analysis of the motorcycle industry and a web-link
with comparative sales performance documentation between industry leaders:



Motorcycles
Industry Profile: United States. (2010). Motorcycles Industry Profile: United
States, 1. (access via Trident’s library through 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)

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