Harley-Davidson's Focus Strategy
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To manage through the recession and expand the strength of the Harley-Davidson brand, the company launched a long-term business strategy called "Delivering Results through Focus" in October 2009. The case discusses the objectives of this focus strategy and how it improved productivity and profitability through continuous improvement in manufacturing, product development, and business operations. As part of the strategy, Harley transformed its operations to become more flexible and customer led. It focused on shortening product development lead times, implemented flexible manufacturing, and expanded globally. The case concludes by highlighting the set of issues that Harley needs to address for sustained long-term growth and profitability. This case is aimed at MBA/MS level students as part of the Business Policy/Strategic Management course curriculum.
» Understand the competitive strategy of Harley-Davidson.
Strategic direction; Competitive strategy; Focus strategy; Focused differentiation; Business strategy; 'Delivering Results through Focus'; Global recession; Changing demographics; Circle-based organization structure; Strategic thinking, Four strategic pillars; Restructuring manufacturing; divestment; Lean operating structure; Continuous improvement; Product development; Business operations; Customer led marketing approach; Heavyweight motorcycle industry; Harley-Davidson