Harley Davidson’s Vision statement is, “We fulfill dreams inspired by the many roads of the World by providing remarkable motorcycles and extraordinary customer experiences. We fuel the passion for freedom in our customers to express their own individuality. ” Mission: “We ride with our customers and apply this deep connection in every market we serve to create superior value for all our customers” (Every Day Values, 2012) this has always been something that Harley Davidson has always successfully managed to do.
Harley Davidson motorcycles have traditionally been made very well and up to date, have been the epitome of American made Motorcycles, and maintained their value longer than most other motorcycles. For these reasons Harley Davidson has enjoyed an untarnished reputation for as long as most people can remember. It has been a long and hard road for Harley Davidson, with its ups and downs, but it has survived, and still flourishes. This paper will critically examine Harley Davidson’s mission and vision and whether or not it is aligned with their stakeholders’ needs and goals.
It is clear that Harley Davidson’s vision of itself is a company that fulfills the dreams of its customers, while providing high quality products and experiences. Currently Harley Davidson’s mission and Vision is aligned with the needs of its stakeholders, primarily it consumers and its employees. Harley Davidson not only has a Mission and Vision, but it also has Values, Expected Behaviors, and Strategic Pillars. These promote creativity, continuous Improvements, and leader development. Consumers are actually fulfilling more and more dreams, which is evident by increases in sales.
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There are many reasons for this, Harley Davidson listens to its consumers and values their input. They also created the Harley Owners Group (HOG) so that the Company can receive feedback from its riders and continue to make their experiences better and better by improving the products. “They conduct four US national rallies, two touring rallies, and 44 state rallies. ” (Fred, 2008).
Where the can receive feedback from riders and enjoy some customer bonding as they share in the excitement of riding.
Harley Davidson just made major improvements in 4 key areas of their current line of motorcycles, with the input of their riders. Control; Larger engine, brighter lights, and Anti-locking Braking System. Infotainment; color touch screen radio with Bluetooth, GPS, and CB communication all in one unit which can be controlled by voice commands, allowing a rider to keep both hands on the bars. Feel; redesign of Fairings, improved passenger room with back rest and arm rests. Style; Redesigned trunk and saddle bags, with on touch latches, lighter wheels and intuitive hand control switches.
“We’ve been one with our riders and dealers for 110 years, and we’re now doing a much, much better job bringing their insights and needs into great new bikes; and getting the job done 30 percent faster so they can enjoy it all sooner! The world’s best – and best-selling – touring bike just got a whole lot better because of the inspiration of our riders and the talent and dedication of our employees. ” (Hoyer, 2013) The needs and goals of the employees at Harley Davidson are being met. Open communication at all levels is used as a major key to achieving teamwork and employee participation.
When employees feel like a participant they will have a mutual goal: the long term success of the Company. (Fred, 2008).
This is one of the area’s Harley Davidson has placed special emphasis on. With restructuring there assembly lines it became a necessity to know if something was not correct in the process, open communication allowed employees to communicate with leaders to resolve issues quickly, minimizing loss. Employees are also encouraged to participate in Harley Davidson Learning Center for its employees; the center was created after restructuring of the workforce to create semi-autonomous workgroups.
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In the Posse Ride II survey results report, around 83% of customers think they have made lifelong friends because of Harley. The number indicates that Posse Ride offers a good opportunity for HOG members to develop or rekindle friendship when they ride together. So even though Harley riders may be from different states and different professional fields, they still have a common topic and interest ...
The center is dedicated to lifelong learning, but is also used to hone skills, learn new skills and if needed remedial training. Employees can find any job specific training available at the Learning Center. Conclusion A mission statement should not be something a company just says, it should be what they live by and what guides them in all aspects of its operations, Harley Davidsons Vision and Mission are in line with what the stakeholders want, who better to relate to a motorcycle rider that a fellow rider.
The only suggestions I would make to Harley Davidson was to incorporates there Values, Expected Behaviors and Strategic Pillars, into their mission and vision. I am not sure how it should be done, but it seems without these 3 “other” areas you don’t get a full picture of what Harley Davidson is really about, which is taking care of it Customers, employees and stakeholders.
