Harley-Davidson: External and Internal Analysis

Harley-Davidson: Business Overview for New Planning Team Members 

Instructions for this assignment: Perform all of the elements listed below.

This assignment has you complete two parts of a strategic business  plan. To see how those parts fit into a full business plan, click

here

for a strategic business plan outline. I attached here AUO_BUS499_module2

Part I – Analysis of the External Environment

As part of the Strategic Business Plan, you have been asked to:

• Identify and analyze the major driving forces for change in the external environment of the motorcycle industry.
• Analyze the dynamics of competition using Porter’s Five Forces Model  of Competition. Correctly assess the dynamics of competition.
• Provide at least three statistics about the size of the motorcycle  industry such as revenue, growth rate, number of units sold by  manufacturer/country, etc.
• Summarize the strategic issues firms in this industry face and identify their biggest threats.

This section should be titled “The Analysis of H-D’s External Environment.”

Part II – Internal Environment Analysis

Financial

Gather the financial information necessary to do a  complete ratio analysis and the Balance Score Card (BSC) key metrics  information.

If you were going to create a BSC, what would be the key metrics you would measure in each of the four BSC areas:

Financial
• Customer
• Internal Business Process
• Learning and Growth

Perform a ratio analysis using H-D’s five-year financial performance.  Interpret the meaning of the ratios and financial performance.

This section should be titled “The Analysis of H-D’s Current  Strategy: Two Views.” Be sure to include the ratio analysis. You may  also include other graphics to support your narrative.

Competitors

Based on your analysis, you must decide which two competitors present the biggest competitive threat to H-D.

Perform a financial ratio analysis for the competitors after looking  at trends in financial performance over five years, and compare the  trends to industry averages.

Be sure you have a clear ranking of the industries’ competitors.

This section should be titled “Competitor Analysis.” Be sure to  include the financial ratio analysis. You may also include other  graphics to support your narrative.
 

This assignment should be 4 to 6 pages in length.

Harley-Davidson: External and Internal Analysis

Part I – Feasibility Study

I. Cover page

II. Table of Contents

III. Executive Summary

IV. Analysis of the External Environment

[Module 2- Part 1]

a. Results from Scanning

b. Results from Monitoring

c. Competitive Environment

i. Porter’s Five Forces Model

ii. Value Net Analysis

iii. Dynamics of Competition/ Competitor Analysis

d. Strategic Challenges/ Issues facing the Industry

V. Internal Environment Analysis

[Module 2 – Part 2]

a. SWOT Analysis

b. Value Chain Analysis

i. Primary Activities

ii. Secondary Activities

iii. Resource Based Analysis

1. Internal

2. External

3. Achieving Sustainable Competitive Advantage

iv. Financial Ratio Analysis/ Five year period

VI. Strategic Plan Summary

a. Conclusions

b. Recommendations

c. Implementation

d. Risks

VII. Appendix