how these analytical tools are used and applied in the strategic management process.

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Strategic Management:External Analysis


Module 2 - Case STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS Assignment Overview External Analysis of the Motorcycle Industry You are going to cover quite a bit of ground in this Case Assignment because you are tasked with considering what might be included in a PEST and Porter’s 5 forces analysis of Harley-Davidson’s external environment. Before you start to write (though you might want to take some notes), spend some time considering what might go into such a PEST analysis and also consider what a strategic manager at H-D might include in a Porters 5 forces analysis in considering this organization`s external environment. Some of the more interesting things happening in H-D’s world right now from a competition perspective includes the introduction/re-introduction of two competing motorcycle companies in past years that can also make the claim of being “American Made”. These include “Victory” and “Indian” motorcycles. In addition, most of the foreign competition has entered into the heavy-weight motorcycle market. There are also some concerns nowadays regarding the world economy, and the heafty price-tag that typically accompanies an H-D motorcycle. Though H-D tends to rely heavily on a socially based mystique regarding their product line. They have also invested significantly from a technological perspective in relation to logistics and production management efforts. There are also a lot of potential ‘substitute’ products that one might consider as an alternative to riding a motorcycle (depending on the reason for purchasing the motorcycle be it gas economy, or something exhilarating to do on a warm, sunny weekend). Based on this information and your background readings, discuss whether you think PEST analysis and Porter’s 5 Forces analysis would be useful tools for H-D executives to help them make wise strategic choices. Give examples to support your arguments and above all, demonstrate that you have a strong grasp of how these analytical tools are used and applied in the strategic management process. Your paper should be 4–5 pages in length. Pay special attention to the following case study related to H-D`s efforts to expand their operations and sales overseas. This effort obviously ties into the discussion on the external environment: McBee, R. D. (2011). Harley-Davidson`s Future (Abroad). International Journal Of Motorcycle Studies, 7(2), 1-8 (access via Trident’s library through EBSCO database) Assignment Expectations Your paper should include an introduction stating the thesis, position, or central theme you plan to take in your paper, a main body focusing on the key assignment specifications, and a conclusion concisely stating the main points of your analysis and the conclusions you reached. Be sure to document your sources and provide in-text citations whenever you use information you obtained from a background reading or other outside source, as well as a separate reference list at the end of the paper. You may use footnotes instead, if you prefer, but you must document where you got the information you are using in your papers! The following criteria will also be used to assess your paper: Precision: Does the paper address the question(s) or task(s)? Breadth: Is the full breadth of the subject (i.e., all the keys to the assignment) addressed? Depth: Does the paper/report address all elements of the topic in sufficient depth? Does it include and apply the background readings and other background resources? Are they included as references? Critical thinking: Are the concepts of this module applied accurately, logically, and relevantly? Organization: Is the paper organized in a coherent and systematic manner? Are headings included in all papers longer than 2 pages? Clarity: Is the writing clear and are the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of response to the questions, or are thoughts conveyed through excessive use of quotations? Module 2 - Background STRATEGIC MANAGEMENT: EXTERNAL ANALYSIS Required Reading Here is an article that discusses some internal and external challenges faced by Harley Davidson: Taylor, A., (2012). The Hurdles at Harley-Davidson. CNN Money – Fortune. Retrieved from: Here is a very brief strategic analysis of HD. It will provide you with some useful information in putting together your assignments and should give you some ideas on how to fashion a brief strategic analysis. GlobalData, (2012). Harley-Davidson, Inc. – Financial and Strategic Analysis Review. Retrieved from: Here is a fairly recent article that speaks to HD’s worldwide sales: UMC Staff, (2013) Harley-Davidson | 2012 Worldwide Sales Up 6.2%. Ultimate Motorcycling. Retrieved from: Here is an older article that provides a short analysis of HD’s international business strategy: TDi Media, (2010). An analysis of Harley Davidson’s international business strategy. TDI Media. Retrieved from: Here is an article that discusses some internal and external challenges faced by Harley Davidson: Taylor, A., (2012). The Hurdles at Harley-Davidson. CNN Money – Fortune. Retrieved from: Here is an older external analysis on Harley Davidson that goes through a Porter’s 5 forces analysis. This is just an example, and it may provide you with some useful, general information. However, a lot has happened at HD since 2006. So I wouldn’t recommend relying on this for your external analysis without putting forth an effort to bring the information up to date: Melief, M.,Bundgaard, T., Hathaway, J., (2006). Strategic Report for Harley Davidson. Pandora Group. Retrieved from: Here is a document that contains a lot of information on a strategic alliance with Lehman Trikes in 2008. This document provides a thorough strategic analysis of both H-D and Lehman, including evaluation of the external enviornment. This will actually be used as a case study in Module 3 but provides some useful information for this module as well. Looney, D. C., & Ryerson, A. (2011). Lehman Trikes: A story within a story. Journal Of The International Academy For Case Studies, 17(7), 45-58. (Available via the Library by way of the EBSCO database). Web Bike World, (2012). Motorcycle Sales Statistics, News and Information. Retrieved from: Here are a few documents related to PEST and 5 Forces analysis: Porters 5 forces. Retrieved from: QuickMBA. (n.d.). Porter’s 5 Forces. Retrieved from: NETBMZ. (n.d.). PEST Analysis. Retrieved from: Anonymous, (n.d.). Pest Analysis. Retrieved from: Here is the document specific to the case study: McBee, R. D. (2011). Harley-Davidson`s Future (Abroad). International Journal Of Motorcycle Studies, 7(2), 1-8(access via Trident’s library through EBSCO database)

Strategic ManagementStudent:Professor:Course title:DateIntroduction For a successful business venture, analysis is inevitable. A businessperson must constantly ensure that they conduct routine analysis to determine the position of the business in relation to the market. This is why tools and models such as the PEST analysis and Porter’s forces of the market are used as guidelines for businesses. Although Harley Davidson has over the years managed to cut a niche for itself in the motor cycle industry, competition continues to get stiffer. Entrance of new players in the industry has seen the competition almost get to a cutthroat level (Taylor, 2012). Revival of fallen giants in the industry has also not made it any easy for Harley Davidson. In lights of the new developments in the motor cycle industry, it is imperative that a manager in Harley Davidson should conduct a both PEST analysis s as well as Porter’s Five Forces analysis to determine the competitive advantage of the company.PEST Analysis PEST is an acronym that refers to political, economic, social and technological factors. This analysis seeks to determine how these factors have an effect on the business organization. Being an American company, it will be impetrative for a manager in Harley Davidson to consider the political environment and its effects on the business. For many years, America has enjoyed a polite political climate, one that has not had any serious effects on the business. Perhaps due to the democracy of the country which is believed to have come of age, the politics of America do not very much affect their businesses. What would be of interest as far as H-D is concerned is her expansion plans. Being a company that is rapidly growing, the need for expansion to new markets has become imminent. For this reason, the company must ensure that the new markets into which the expansions are directed have a good political climate (Looney & Ryerson, 2011). More often a stable political environment means that investors are not afraid to come in. The vice-versa is true. This is a crucial area that cannot easily be ignored because the impacts are so direct and can harm the business. Economic factors such as inflation, state of the market rates of foreign exchange and interest among others must be considered when conducting an an...

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