Business Unit Analysis

Business Unit Analysis
Directions: Create a Feasibility Study for Harley-Davidson using the following outline:
Part I: Differentiation Strategies
The analysis of current strategy and competitor analysis you conducted last module impressed the senior vice president. She now needs you to delve into the brands and analyze them by conducting a business unit analysis and presenting your findings in a three-part PowerPoint presentation.
Research the Harley-Davidson (H-D) Web site for each brand and review the annual report for relevant details of the size, scope, target market, services and amenities, and other salient points of differentiation. Include these details in Part I of your PowerPoint presentation.
From the research and analysis of the business units, identify:

A      description of each brand that provides a clear picture of the brand and      its place in the overall portfolio of Harley-Davidson.
The      target market of each brand.
How      the brands are alike and how they differ.
A      preliminary analysis of any gaps that exist in the portfolio that might      lead to opportunities to add to the brands.
Your      analysis of possible merger/acquisition/joint venture possibilities and      what would be achieved or accomplished through the      merger/acquisition/joint venture.

Part II: SWOT Analysis
Perform a SWOT analysis for Harley-Davidson and include this information in Part II of your PowerPoint presentation.

Based      on the internal analyses of the SWOT analysis, assess the functional      areas, resources, capabilities, and strengths H-D possesses. Please be      sure to cover the following functional areas in your assessment:

Marketing: New        product development, integrated marketing planning, marketing        communications, and building customer loyalty.
Operations: Quality,        service, and consistent execution.
Human        Resources: Hiring, training, developing talent, and performance        planning. Avoided lawsuits and bad PR due to its hiring practices. Is        ethical in its HR practices.
Executive        Leadership: Industry knowledge and experience, vision about        where the industry is heading, and strategy execution.
Supply        Chain Optimization: Strategic sourcing of input, vendor        management, integrated IS, and joint forecasting with suppliers.
Corporate        Responsibility and Ethics: Concern for corporate citizenship        and the environment. Present any potential ethical concerns as well.
Safety        and Quality: How the motorcycle industry is dealing with safety        and quality issues.

Part III: Growth and Profitability Strategies
In addition, the executive board is interested in your ideas about bold strategies for the future. The strategies you recommend will have to contribute to growth and profitability, as outlined in the Annual Report.
You will want to pay special attention to exploring vertical integration, strategic alliances, and the internal growth of new brands entering new geographic markets, and/or additional acquisitions.
Consider the following:

Is      Harley-Davidson, Inc., (H-D) competing in the right businesses, given the      opportunities and threats present in the external environment? If not, how      can H-D realign its diversification strategy to achieve a competitive      advantage?
     This may include additional diversification to take advantage of      opportunities such as further vertical integration.
Is the      corporation managing its portfolio in a way that creates synergy among its      businesses? If so, what additional businesses should it consider adding to      its portfolio?

After you have reviewed the growth and profitability strategies, create a list of possible strategies to present a full range of ideas.
Part III of your presentation should include your complete list—all potential ideas—for the senior vice president. This is your chance to be creative.
Next, rank your ideas from best to worst. To do this, keep in mind several things such as fit with current strategy, resources and capabilities, and difficulty of execution.
For each of your top five ideas, add the following:

Briefly      describe the strategy.
Why      you picked it as one of the top five.

Think about such things as:

Does      the strategy build on current competencies and foster horizontal      relationships among brands? In other words, what can be leveraged or      shared? What are the pros and cons of this strategy?

Your PowerPoint Feasibility Study presentation should include slides pertaining to the following assessments:

Part      I: Identification of size, scope, target market, services,      amenities, and points of differentiation.
Part      II: SWOT analysis that includes marketing, operations, human      resources, executive leadership, supply chain optimization, corporate      responsibility, ethics, safety, and quality.
Part      III: Growth and profitability strategies, including your top five      strategic ideas and support.

· PowerPoint Presentation (minimum 3 parts with 5 slides per part which totals 15 slides not including title and reference slides) 
· Minimum of 5 American References
· Due April 10th, 2018 by 5:00pm

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