Harley-Davidson Circle Organization
Harley Davidson’s remarkable success and turnaround from a company nearing extinction to a business model of success (James & Graham, 2004; Johan Van & Brian, 2000; Teerlink & Ozley, 2000) is secured by the environment developed at Harley-Davidson through the organizational changes led by former CEO Rich Teerlink. Mr. Teerlink fundamentally changed the structure of Harley-Davidson from a command and control, top down leadership company to one of collaborative organizational design (Teerlink & Ozley, 2000). This paper will describe the organizational structure at Harley-Davidson, how the organizational structure evolved, evaluate how the structure responds to environmental factors, and conclude with this authors opinion on efficacy. The organizational structural change at Harley-Davidson resurrected an American icon to a global leader in motorcycle manufacturing.
History
Harley-Davidson was founded in 1903 by William Harley and Arthur Davidson and continued to grow throughout the First and Second World Wars, before being absorbed by American Machine and Foundry (AMF) in 1969 (James & Graham, 2004; Johan Van & Brian, 2000). Facing stiff completion from Japanese motorcycle manufacturers, AMF sold Harley to a group of executives led by Jeff Bluestein and Vaughn Beal (James & Graham, 2004; Teerlink & Ozley, 2000). A tariff on imported heavyweight motorcycles and a public offering put Harley-Davidson on sound financial footing. Richard Teerlink joined the company in 1987 as President and brought about substantial structural change working with consultant Lee Ozley (Teerlink & Ozley, 2000). Today, Harley-Davidson is a cultural phenomenon consisting of Harley-Davidson Credit and Insurance, ...
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In the 1990’s, Harley Davidson saw tremendous growth and looked for resolutions to its one problem of balancing production with its soaring demand. In 1996, Harley announced “Plan 2003”. “Plan 2003” was a huge undertaking to increase its production capacity, introduce several new models and increase international expansion. At the end of this planned expansionary period, Harley’s sales had grown tenfold over just 23 years. However in 2007, domestic demand was starting to slip, as several economical factors...
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...es how powerful of a symbol it has become. You wouldn’t consider the fact that someone drives a Honda Accord a defining characteristic of his or her identity but somehow that changes when it becomes a Harley Davidson Heritage Softtail. "Four wheels move the body two wheels move the sole" (Harley Davidson Ad/ 1992). It becomes clear that the motorcycle is much more than a vehicle; it is a manifestation of American values. When you break it down nothing seems more American that freedom, and brotherhood. Film has fully capitalized on these characteristics helping make the motorcycle a powerful image that has had a defining impact on American culture.
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Sears Holdings is a company in transition. Now, faced with adversity and the threat of bankruptcy looming its leadership has come under scrutiny. “Great leaders not only have drive; they want to lead. Also important is a high need for power, a preference to be in leadership rather than follower positions. A high power need induces people to attempt to influence others, and sustains interest and satisfaction in the process of leadership. When the power need is exercised in moral and socially constructive ways, rather than to the detriment of others, leaders inspire more trust, respect, and commitment to their vision (Bateman, pp 399, 2007).”
"Harley-Davidson: At Last" as presented in Hartley's Marketing Mistakes and Successes presents the circumstances around HD's near collapse and since rinse to near mythic success. This case is a great example of marketing myopia; HD saw them-selves as full-size motorcycles' manufactures, not in the transportation, or even the entertainment industry. They believed no one bought motorcycles for transportation, but rather for leisure time use.
At Victory, we know riding your motorcycle is the #1 priority – after all, your passion for riding is what started this chapter in the first place. We don’t want you bogged down by paperwork. That’s why we want to keep the heavy business meetings limited to one a year. By utilizing this section and holding one business meeting a year, your chapter can collect all the information that Victory requires – just prepare the forms in this section, send in the required documents, and be done! It’s that simple!
During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today. Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to include enthusiasts and non-enthusiasts young males, and females into buying HD motorcycles over any other competitor. This thought is accomplished through the introduction of the VRSC’S, and the lower and narrow Sportsters, Dyna’s, Softail’s and positioning them in the market to a younger demographic. Secondly, HD needs to position the VRSC’S, Sporster, Dyna and Softail to also appeal to first time buyers of motorcycles. HD's strong brand identity can help pull in new clients.
Nowadays, organizational change has a serious implication for the survival of an organization (Furst & Cable, 2008). Change is critical, necessary, and has becomes a key factor to win the game.
Rhett Dornbach-Bender, Bill Slade, Joe Thorpe. "Strategic Report for Ford Motor Company." Oasis Consulting (2009): 28. online. 20 May 2014. .
After the first 15 years, Harley-Davidson had established themselves as a fore-runner in the motorcycle market. The other prominent companies were Indian, Thor, and Excelsior. At the beginning of WWI, they were overwhelmed with orders from governments around the globe for bikes for the war effort. This allowed Harley-Davidson to almost triple the size of their manufacturing plant, which is still located in the same place in Milwaukee. These orders brought greater economic prosperity to all the motorcycle companies of the time but especially Harley-Davidson.
Harley Davidson is known as one of the main motorcycle manufacturers and sellers in the United States. The company had good business and great market share in the early 1960s when it commanded a total of about 70% 0f the motorcycle market, before the invasion or the intrusion of a small Japanese firm that manufactured lighter motorcycles, known as the Honda. The case study as identifies that Harley Davidson assumed the invasion by the Japanese firm and instead of tackling the competition, it waited for a long time which resulted in the company losing its command in the motorcycle market in the United States. Lack of action by the management of Harley Davidson resulted in the failure of the company which saw it being sold to AMF, an American company although it was later bought by Beals.
The challenge was to overcome the overall resistance to change and find a way to get the organization behind ArcTech Flooring, the new specialty product. A culture of customer disengagement and communication problems among divisions along with past norms held by key senior managers made initiating radical innovation difficult. These norms made up the division's mechanistic organizational structure, incentives that are based on overall sector performance, operational competencies, and low risk culture, all of which hindered innovation. This paper explores the leadership challenges involved in managing strategic change in a highly mature Arctic Timber Engineered Woods Division.
The lack of competition for Harley-Davidson gave them a profitable advantage and they became quite successful with the sales of their motorcycles. However, by1969, Harley-Davidson experienced some financial hardships through losing ventures and was purchased by American Machine and Foundry Company(AMF). As time went on Honda and Kawasaki entered the U.S. market and by 1981 Japanese motorcycles were viewed as a high performance motorcycle that was also dependable. By 1987, Harley-Davidson was a publicly traded company that has removed its product line into four different styles with a unique engine. Their quality improved as well. Through all the hard times, Harley-Davidson faced they always seemed to bounce right back. (Strategic Management ,