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Assignment 2: Harley-Davidson: External and Internal Analysis

Part I – External

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.

Record and support your findings in a 5—8 slide PowerPoint presentation entitled “The Analysis of H-D’s External Environment.

Part II – Internal

Financial

Gather the financial information necessary to do a complete ratio analysis and the 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.

Summarize and support your findings in a 2—3 page Word document entitled “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 competitor 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.

Summarize and support your findings in a 2—3 page Word document entitled “Competitor Analysis.” Be sure to include the financial ratio analysis. You may also include other graphics to support your narrative.

Assignment 2 Grading Criteria
Maximum PointsExternal environment analysis: driving forces, dynamics of competition, and at least three statistics about the size of the industry.15Summarize strategic issues and faced by the industry and identify their biggest threats.20Performed a financial ratio analysis using H-D’s five-year financial performance and interpreted the ratios—see the text for which ratios to perform. In addition, you will conclude how well the firm’s strategy is working.20Created a hypothetical BSC for H-D after selecting which measures you believe are important in the four areas: serving customers, improving processes, learning, and growth and financial performance.15Performed a ratio analysis of the financial performance of three competitors and compared them to H-D. Developed a Word document entitled “The Analysis of H-Ds Current Strategy: Two Views,” which includes analysis of your findings.15Developed the documents that include analysis of your findings. Justified ideas and responses by using appropriate examples and references from texts, Web sites, and other references or personal experience. Followed APA rules for attributing sources.15
Total:
100

Answer two case study questions with template format.

Case2 quetions:

1. What are the benefits of a global advertising campaign such as the Nokia 1,001 reasons described in the case?

2. What are the risks of such a campaign? Do you think Nokia is on the right track?

3. How do you assess the campaign (message strategy, slogan, visuals)? Overall, do you judge Nokia’s approach a success or a failure?4. Do you believe global advertising campaigns will become more prominent in the future? For which products or services?

Case3 quetions:

  1. What is ambush marketing and why is it important? Does it always work?

  2. What is the Li Ning affair? Who did Adidas handle the Li Ning affair?

  3. What are the most important lessons that emerged from the Li Ning

    affair? 

Slideshow Presentation

Here are the instructions before:

Creat PowToon account.

Prepare a 16- to 24-slide presentation using Powtoon® (this is similar to a PowerPoint)

Here are tutorials to help you learn how to put a Powtoon together:

https://www.powtoon.com/tutorials/

http://powtoon.s3.amazonaws.com/publications/PowerOfCartoonMarketing_Workbook.pdf

Research, include, and cite at least two supporting references in the presentation.

Include the following and base the entire presentation on this topic:

  • Research and present the people centric skill of Reading body language/nonverbal communications described in Ch. 1.
  • Describe the importance of reading body language/nonverbal communications to success in the workplace and assess your personal strengths and weaknesses in relation to it (please just list some strengths and weaknesses using “I” to reflect I did this)
  • Develop a personal improvement plan for this skill. (Again, you can put this in first person using “I”)

Format your submission consistent with APA guidelines.

Export your PowToon® and Publish to the “My Powtoons” library.

Enter the description, tags, and category information pertaining to your topic. All other settings are defaulted for free PowToon® accounts.

Copy the URL for your PowToon® using one of these two options:

  • Under the “Share the Awesomeness” option, select the fourth option (chain link icon) of the social networking logos.
  • In the top “Dashboard” menu. Select your PowToon® from the list, click the “Share” tab, and copy the link under the social networking logos.

Send my the URL link in the Answer to the Question I will post.