Abstract

The case discusses the operational restructuring initiatives undertaken by leading US-based motorcycle company Harley-Davidson, to improve productivity. The case examines the reasons behind Harley-Davidson’s decision to restructure its supply chain management practices in the mid-1990s. The following strategies are focused upon: supplier relationship management, use of IT in supply management, overhauling the maintenance, repairs and operations (MRO) setup, and logistics and distribution management. It also describes the benefits reaped by Harley-Davidson on account of these initiatives. Finally, the case addresses the problems that continue to plague Harley-Davidson on the operational front in the early 21st century and comments upon its future prospects.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Dynamics of the US motorcycle industry.

Keywords

Operational restructuring, US, motorcycle, Harley-Davidson, productivity, supply chain management, 1990, supplier relationship management, IT, supply management, overhauling, maintenance, repairs, operations , MRO, setup, logistics, distribution management, 21st century, future prospects