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MGT499 – Strategic Management Module2 – CaseStrategicManagement: External Analysis ExternalAnalysis of the Motorcycle IndustryYou aregoing to cover quite a bit of ground in this case assignment because you aretasked with considering what might be included in a PEST and Porter’s 5 forcesanalysis of Harley Davidson’s external environment. Beforeyou start to write (though you might want to take some notes), spend sometime considering what might go into such a PEST analysis andalso consider what a strategic manager at HD might include in aPorters 5 forces analysis in considering this organization’s externalenvironment. Some ofthe more interesting things happening in HD’s world right now from acompetition perspective includes the introduction/re-introduction of twocompeting motorcycle companies in past years that can also make the claim ofbeing “American Made”.  These include “Victory” and “Indian”motorcycles.  In addition, most of the foreign competition has enteredinto the heavy-weight motorcycle market.  There are also some concernsnowadays regarding the world economy, and the heafty price-tag that typicallyaccompanies an HD motorcycle.  Though HD tends to rely heavily on asocially based mystique regarding their product line.  They have alsoinvested significantly from a technological perspective in relation tologistics and production management efforts.  There are also a lot ofpotential ‘substitute’ products that one might consider as an alternative toriding a motorcycle (depending on the reason for purchasing the motorcycle beit gas economy, or something exhilarating to do on a warm, sunnyweekend). Based onthis information and your background readings, discuss whether you think PESTanalysis and Porter’s 5 Forces analysis would be useful tools for HD executivesto help them make wise strategic choices.  Give examples to support yourarguments and above all, demonstrate that you have a strong grasp of how theseanalytical tools are used and  applied in the strategic managementprocess.  Your paper should be 4 to 5 pages in length. Payspecial attention to the following case study related to HD’s efforts to expandtheir operations and sales overseas.  This effort obviously ties into thediscussion on the external environment:McBee, R.D. (2011). Harley-Davidson’s Future (Abroad). International Journal OfMotorcycle Studies, 7(2), 1-8(access via Trident’s library through EBSCOdatabase)Caseexpectations:Yourpaper should include an introduction stating the thesis, position, or centraltheme you plan to take in your paper, a main body focusing on the keyassignment specifications, and a conclusion concisely stating the main pointsof your analysis and the conclusions you reached.Be sureto document your sources and provide in-text citations whenever you useinformation you obtained from a background reading or other outside source, aswell as a separate reference list at the end of the paper. You may usefootnotes instead, if you prefer, but you MUST document where you got theinformation you are using in your papers!Thefollowing criteria will also be used to assess your paper:1.  Precision:Does the paper address the question(s) or task(s)? 2.  Breadth:Is the full breadth of the subject, i.e., all the keys to the assignment, addressed?3.  Depth:Does the paper/report address all elements of the topic in sufficient depth?Does it include and apply the background readings and other backgroundresources? Are they included as references? 4.  Criticalthinking: Are the concepts of this module applied accurately, logically, andrelevantly? 5.  Organization:Is the paper organized in a coherent and systematic manner? Are headingsincluded in all papers greater than 2 pages? 6.  Clarity:Is the writing clear and the concepts articulated properly? Are paraphrasingand synthesis of concepts the primary means of response to the questions, orare thoughts conveyed through excessive use of quotations? Yourassignment will be graded based upon the criteria explained in the followinglink: GradingRubricPrivacy Policy | ContactModule2 – BackgroundStrategicManagement: External Analysis RequiredReadings:  Here aresome SWOT analyses conducted by third party organizations on HD that may behelpful:Harley-Davidson,Inc. SWOT Analysis. (2012). Harley-Davidson, Inc. SWOT Analysis, 1-9. (accessvia Trident’s library through EBSCO database)DATAMONITOR:Harley-Davidson, Inc. (2011). Harley-Davidson, Inc. SWOT Analysis, 1-9. (accessvia Trident’s library through EBSCO database)Here is adocument that contains a lot of information on a strategic alliance with LehmanTrikes in 2008.  This document provides a thorough strategic analysis ofboth HD and Lehman, including evaluation of the external enviornment. This will actually be used as a case study in Module 3 but provides some usefulinformation for this module as well. Looney,D. C., & Ryerson, A. (2011). Lehman Trikes: A story within a story. JournalOf The International Academy For Case Studies, 17(7), 45-58.(Available via the Library by way of the EBSCO database).Here is acomprehensive competitive analysis of the motorcycle industry and a web-linkwith comparative sales performance documentation between industry leaders:MotorcyclesIndustry Profile: United States. (2010). Motorcycles Industry Profile: UnitedStates, 1. (access via Trident’s library through EBSCO database)Web BikeWorld, (2012).  Motorcycle Sales Statistics, News and Information. Retrieved from: http://www.webbikeworld.com/motorcycle-news/statistics/motorcycle-sales-statistics.htmHere area few documents related to PEST and 5 Forces analysis:Themanager.org(n.d.). Porters 5 forces.  Retrieved from: http://www.themanager.org/Models/p5f.htmQuickMBA.(n.d.).  Porter’s 5 Forces.  Retrieved from: http://www.quickmba.com/strategy/porter.shtmlNETBMZ.(n.d.). PEST Analysis.  Retrieved from: http://www.netmba.com/strategy/pest/Anonymous,(n.d.).  Pest Analysis.  Retrieved from:  https://depts.washington.edu/oei/resources/toolsTemplates/PEST_analysis.pdfHere isthe document specific to the case study:McBee, R.D. (2011). Harley-Davidson’s Future (Abroad). International Journal OfMotorcycle Studies, 7(2), 1-8(access via Trident’s library through EBSCOdatabase)


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