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Assignment 2: Harley-Davidson: External and Internal Analysis
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.
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 8 pages in length.
Submit your Word document to the M2 Assignment 2 Dropbox by Wednesday, November 9, 2016.
Strategic Business Plan Outline
Part I – Feasibility Study
Cover page
Table of Contents
Executive Summary
Summary of Strategic Direction [Module 1]
Vision
Mission/ Corporate Values
Goals
Stakeholders Interest/ Needs
Analysis of the External Environment [Module 2- Par

t 1]
Results from Scanning
Results from Monitoring
Competitive Environment
Porter’s Five Forces Model
Value Net Analysis
Dynamics of Competition/ Competitor Analysis
Strategic Challenges/ Issues facing the Industry
Internal Environment Analysis [Module 2 – Part 2]
SWOT Analysis
Value Chain Analysis
Primary Activities
Secondary Activities
Resource Based Analysis
Internal
External
Achieving Sustainable Competitive Advantage
Financial Ratio Analysis/ Five year period
Strategy Analysis [Module 3]
Cost Leadership Strategy
Identify elements that could lead to sustainable advantage
Advantages/ Disadvantages of this strategy
Differentiation Strategy
Identify elements that could lead to sustainable advantage
Advantages/ Disadvantages of this strategy
Focus Strategy
Identify elements that could lead to sustainable advantage
Advantages/ Disadvantages of this strategy
Combination Strategy
Identify elements that could lead to sustainable advantage using several of Cost/ Differentiation/ Focus
Advantages/ Disadvantages of this strategy
Industry/ Firm Life Cycle
Strategic implications of each stage analyzed
Corporate Level Strategy [Module 3
Identify consequences of Diversification
Economies of Scope
Revenue Enhancement
Market Power
Identify unrelated Diversification
Financial Synergy
Parenting
Methods of achieving Diversification
Mergers & Acquisitions
Strategic Alliances/ Joint Ventures
Internal Development
Corporate Ethics in Value Creation
Feasibility Study Summary
Conclusions
Recommendations
Appendix
Part II – Strategic Plan
Cover page
Table of Contents
Executive Summary
Global Economy/ Factors Affecting Global Economy [Module 4]
Motivations/ Risks
Motivations for Expansion
Risks in Expansion
Competitive Advantage in Global Markets
Entry Strategies for Global Expansion
Internet Approach/ Strategy
How the Internet adds value
Internet Business Models
Competitive Strategies
Leverage E-Business Capabilities
Corporate Leadership [Module 5]
Direction Setting
Organizational Design
Organizational Culture
Leadership Traits
Ethical Organization Characteristics
Identify elements
Identify missing elements
Learning Organization Characteristics
Identify elements
Identify missing elements
Strategic Plan Summary
Conclusions
Recommendations
Implementation
Risks
Appendix
Answer
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