Module 1 - Case
STRATEGIC MANAGEMENT: MISSION, VISION, AND STAKEHOLDERS
Assignment Overview

Harley-Davidson: A Unique, Loyal Stakeholder Base

In this course we will look at Harley-Davidson Motor Company from a strategic management perspective. This organization is quite unique in that it has worked very hard through the years to build its brand and has acquired a loyal following. This loyal customer following has actually been quite a phenomonen and many have even identified it as "cultlike." That is to say, H-D is unique, particularly from a stakeholder perspective.

The corporation is now reaching to other countries in an attempt to expand its niche across borders and overseas. There is a lot of competition in the motorcycle market, including Kawasaki, Yamaha, Suzuki, Indian, Victory, BMW, and Triumph motorcycles.

Although H-D dominated the heavy-weight motorcycle market in America for several years, in recent decades many of the above-mentioned competitors have developed cruisers and touring bikes of their own, emulating H-D’s bikes to include a V-twin engine design.
Case Assignment

For this assignment, read the information in the background material, spend some time getting a feel for H-D's history, strategy and key stakeholders, and then write a 3- to 4-page report for your professor and the executives of Harley-Davidson by addressing the following assignment requirements:

    Discuss to what degree you believe Harley-Davidson is currently proceeding towards its mission, vision, and values.
    Identify two or three of H-D’s most important stakeholders and discuss whether Harley-Davidson’s current strategic direction is aligned with the needs of the corporation’s stakeholders. Explain your reasoning.
    Based on your analysis and findings, what would you recommend to the executives of Harley-Davidson? Why? Explain your reasoning.

Notes:

    This is an advanced-level course, so you must demonstrate your ability to provide a well-reasoned response.
    Your report/assignment will not be accepted without proper citations and references. Use the sources from the background material together with the sources you find on your own.

Assignment Expectations

This paper should include:

An introduction stating the thesis, position, or central theme of your paper.

A main body discussing:

    Your interpretation of H-D's mission and vision.
    Your assessment of the stakeholders and their needs/goals.
    Your critical assessment as to whether H-D's mission and vision takes their stakeholders into account.
    Your recommendations to H-D executives.

A conclusion concisely stating the main points of your analysis and the conclusions you reached.

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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?












Module 1 - SLP
STRATEGIC MANAGEMENT: MISSION, VISION, AND STAKEHOLDERS

Company Mission, Vision, and Stakeholders

Strategic management starts with vision and mission. It consists of the analysis, decisions, and actions an organization undertakes in order to create and sustain competitive advantages.

For the SLP project, pick a company (other than Harley-Davidson), preferably your own, and over the course of the next five modules, work to understand the strategy behind it.

If you are in the military, it is perfectly acceptable to adapt the questions to the strategies, vision, and missions of your unit. However, you may need to be a little creative in how you apply various theories and concepts, as much of the strategic management literature is based on competition between corporations.

OR

You may pick a company (including a motorcycle company other than H-D) that interests you; one that has a lot of information on the web about their practices. The point of the SLP is for you to take the topic of the module and apply it to either your company or a company that particularly interests you.

Write a 1- to 2-page report. In Module 1 SLP, you do not need to write a detailed research report (save that for the Case).

Begin by identifying the organization you will be studying. Explain how you will get the information you will use and why you picked this company.

Then identify the major mission and vision of the company, the goals and objectives, and state whether it is in line with the needs of the major stakeholders involved (e.g., the customers, the employees, and such).

Note: Your report/assignment will not be accepted without proper citations and references. Use the sources from the background material together with the sources you find.
SLP Assignment Expectations

Your paper should include an introduction stating the thesis, position, or central theme of 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.

The following criteria will also be used to assess your paper:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?








MODULE 2


Module 2 - Case
STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS
Case Assignment

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 Porter's 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 hefty 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.

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 of 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.

Document your sources and provide in-text citations whenever you use information 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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the studeNT








Module 2 - SLP
STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS

External Analysis of your Chosen Organization's Environment

In 2–3 pages, perform either a PEST analysis or a Porter’s 5 Forces analysis of your organization (whichever you think is most relevant. You may do both if you’d prefer). If you chose a public organization such as a military unit, keep in mind that competition between military units for funding can be a very real aspect of strategic planning. Resources are not always abundant. Budgets and allocations are not always plentiful.
SLP Assignment Expectations

Follow the instructions above and then upload your paper at the end of this module.

Your paper should include an introduction stating the thesis, position, or central theme of 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.

Document your sources and provide in-text citations whenever you use information 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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?










Module 3 - Case
STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS AND SWOT

External Analysis of the Motorcycle Industry

Like other companies, H-D operates in a complex global industry. In order to develop and execute a successful strategy, the Harley-Davidson Motor Company must take into account the global automotive environment. In this Case Assignment, discuss H-D from a strategic perspective.

Read the information in the background material, look for more information, and then write a 4- to 5-page report for your professor and the executives of Harley-Davidson by answering the following questions:

    What are H-D's Opportunities for moving forward in the competitive motorcycle manufacturing and sales environment?
    What threats does the company face?
    Consider the Lehman Trikes case study below. To what extent do you think the alliance between H-D and Lehman Trikes presented an opportunity for H-D? To what extent do you think this was an opportunity for Lehman? Support your arguments.

Here is the Lehman Trikes article:

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).

Note: Reports/assignments will not be accepted without proper citations and references. Use the sources from the background material together with the sources you find on your own.
Assignment Expectations

This paper should include:

An introduction stating the thesis, position, or central theme of 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.

Document your sources and provide in-text citations whenever you use information 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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?







Module 3 - SLP
STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS AND SWOT

An external analysis is very important for the success and survivability of a company. For the second part of the SLP project, I want you to look outside the company.

    What are the major threats to the organization's ability to compete and succeed?
    What are the major opportunities available to improve the organization's ability to compete and succeed?

Write 2–3 pages on this issue and try to think creatively. I am more interested in you really thinking this through than I am with research and facts.

You do not need to disclose any private information. But it should be fun to play the role of an organizational strategist for the moment and analyze what the major external threats and outside opportunities are at play.

Note: Reports/assignments will not be accepted without proper citations and references. Use the sources from the background material together with the sources you find on your own.
SLP Assignment Expectations

This paper should include:

An introduction stating the thesis, position, or central theme of 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.

Document your sources and provide in-text citations whenever you use information 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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?




Module 4 - Case
STRATEGIC MANAGEMENT: INTERNAL ANALYSIS AND SWOT

In Module 4 Case Assignment, we will be looking inside of Harley-Davidson in order to identify its strengths and weaknesses. It is important to consider how these factors will either help the company overcome the threats (or make it more vulnerable), or put it in a position where it can take advantage of opportunities (or will have to let them pass by because they do not have the internal resources to act).

To complete Module 3 Case Assignment, please read the information in the background material, look for more information (from previous modules and library resources), and then write a 4- to 5-page report answering the following questions:

    What are H-D’s top two or three strengths for moving forward in the competitive motorcycle manufacturing and sales environment?
    Describe what you consider to be two or three of the weaknesses that are likely to have the greatest impact, and what H-D is doing (or should be doing) to overcome these weaknesses.
    Wrap up by overviewing the more salient points of your entire SWOT analysis (from your Module 3 and 4 Case Assignments) and give your impressions in relation to whether you think the corporation will continue to be competitive and be able to continue to meet its mission.

Note: Report/assignments will not be accepted without proper citations and references. Use the sources from the background material together with the sources you find on your own.
Assignment Expectations

This paper should include:

An introduction stating the thesis, position, or central theme of 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.

Document your sources and provide in-text citations whenever you use information 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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?


Module 4 - SLP
STRATEGIC MANAGEMENT: INTERNAL ANALYSIS AND SWOT

Internal Analysis of the Company

It is important to conduct an internal analysis to find the strengths and weaknesses of the company. Therefore, for this part of the SLP project, we will look inside your chosen organization.

Read the information in the background material, look for more information, and then write a 2- to 3-page report for your professor by answering the following questions:

    What are the two or three biggest strengths the organization has that allow it to make the company's vision come to fruition?
    What are its main competitive advantages? Keep in mind that if you are reporting on a military unit you may have to be a bit creative here. But chances are your unit, or even branch of the military, does compete for funding and resources with other units. Every organization wants to rank among the best of their peers.
    What internal weaknesses can you find?

SLP Assignment Expectations

This paper should include:

An introduction stating the thesis, position, or central theme of 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.

Document your sources and provide in-text citations whenever you use information 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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?







Module 5 - Case
STRATEGIC MANAGEMENT: STRATEGIC CHOICES AND IMPLEMENTATION
Case Assignment

Strategic Choices at Harley-Davidson Motor Company

To complete Module 5 Case Assignment, read the information in the background material, look for more information and review some of your previous readings for this class, and then write a 4- to 5-page report for your professor and the executives of H-D corporation by answering the following questions:

    What strategy (or combination of strategies) did Harley-Davidson use to become such a successful organization?
    To what extent has Harley-Davidson’s strategy (or combination of strategies) changed over the years, or been constant?
    How does Harley-Davidson’s strategy (or combination of strategies) "fit" with the environment of the motorcycle industry?
    How does Harley-Davidson’s strategy (or combination of strategies) “fit” with the internal resources and competencies of the firm?
    Based on your analysis and findings, what would you recommend to the executives of Harley-Davidson Motorcycle Corporation?

Note: Reports/assignments will not be accepted without proper citations and references. Use the sources from the background material together with the sources you find on your own.
Assignment Expectations

This paper should include:

An introduction stating the thesis, position, or central theme of 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.

Document your sources and provide in-text citations whenever you use information 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:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?

















Module 5 - SLP
STRATEGIC MANAGEMENT: STRATEGIC CHOICES AND IMPLEMENTATION

Business Applications, Analytical Decision Making, and Problem Solving

The present course is conceptually linked to MGT301, and in this assignment it is necessary to look back at the Module 5 SLP in MGT301. You should recall the attention given to building business analytical decision making, critical thinking, and problem-solving skills in that course.

Your capstone course BUS499, which will be taken during your final session, will be conceptually linked to this course as well. In short, this strategic management course is a second in a series specifically developed to assess your analytical decision making, critical thinking, and problem-solving skills. Your writing and essay delivery skills will also be assessed.

Assignment: Prepare a final paper to prospective investors based on the work you have done to date in this course. In this course you have identified the major mission, vision, and goals; you know the stakeholders; you looked at the organization from a SWOT perspective; and you know what challenges the company faces. What do investors need to know based on your analysis?

Keep in mind that this SLP submission is the second in a series of three SLP submissions (which are administered in Module 5 of three core courses) and designed to assess your analytical decision making, critical thinking, and problem-solving skills. Note that your writing and delivery skills are also assessed.

For guidance on writing papers, citing sources, proper referencing, and so forth, visit Trident's Student Guide to Writing a High-Quality Academic Paper.
SLP Assignment Expectations

In this paper, your ability to think critically and provide insightful analysis is the key. You do not want to just "rubber stamp" the organization and say they are doing great; you want to identify specific areas where they fall short as well as where they do very well. Organize your paper for clarity and document any outside resources.

This paper should include:

An introduction stating the thesis, position, or central theme of 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.

Document your sources and provide in-text citations whenever you use information 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.

Your assignment will be graded according to the BSBA Information Literacy Grading Rubric. (To see the rubric, go to Assessments>Rubrics. Click the arrow next to the rubric name and choosePreview.)

The following criteria will also be used to assess your paper:

    Meets Assignment Requirements: Is it apparent that all writing requirements are specifically addressed?
    Critical Thinking: Has the student integrated course materials into a well-reasoned presentation of ideas?
    Writing: Is the paper clear and well written with an academic tone?
    Use of Sources: Did the student apply recent, relevant sources to support key points?
    Mechanics: Was the paper properly formatted to include proper use of in-text citations?