Harley-Davidson’s Vision Statement & Mission Statement

Harley-Davidson motorcycles vision statement and mission statement, strategic objectives case study and analysis
A Harley-Davidson V2 1200 cc model 1926 motorcycle in Finland. Harley-Davidson’s vision statement and mission statement provide insight on the company’s strategies and growth path. (Photo: Public Domain)

Harley-Davidson, Inc. is the fifth biggest player in the global motorcycle market. Established in 1903, the company is known for manufacturing heavyweight motorcycles. However, as its mission statement indicates, Harley-Davidson now offers more products. The mission statement shows the company’s aims and approaches to develop its business. Also, Harley-Davidson’s vision statement emphasizes leadership in stakeholder management. The vision statement establishes the company’s overall business direction. Harley-Davidson’s success is linked to its effectiveness in following its vision statement and mission statement. An examination of Harley-Davidson’s mission and vision statements reflects the potential trajectory and future strategies of the business.

Harley-Davidson’s vision statement shows focus on international leadership. Also, an expanding product mix is presented in Harley-Davidson’s mission statement. These statements have a direct impact on the company’s strategic objectives.

Harley-Davidson’s Vision Statement

Harley-Davidson’s vision statement is as follows: “Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.” This vision statement reflects the company’s values and business strategies. The following are the main components of Harley-Davidson’s vision statement:

  1. Action-oriented business
  2. International scope
  3. Leadership in stakeholder management
  4. Employee empowerment
  5. Value-added activities

In this vision statement, Harley-Davidson highlights the importance of an action-oriented approach to develop its business. Also, the company aims for international success, which indicates plans for further expansion in the global market for motorcycles and related products. In addition, Harley-Davidson’s vision statement shows commitment to satisfy stakeholders. Addressing stakeholders’ interests improves the company’s relations with the market. The vision statement also integrates employee empowerment, which supports Harley-Davidson’s business resilience despite the competitive force of other motorcycle manufacturers. The value-added activities in Harley-Davidson’s vision statement enhance competitiveness and attract investor. A strategic objective related to this vision statement is to globally expand Harley-Davidson’s business to satisfy aims for an international business scope.

Harley-Davidson’s Mission Statement

Harley-Davidson’s mission statement is “We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.” The following are the components of Harley-Davidson’s mission statement:

  1. Fulfilling dreams through motorcycling
  2. An expanding line of products and services
  3. Selected market segments

This mission statement outlines Harley-Davidson’s approaches for growing its business. For example, the company uses dream fulfillment and experiences of motorcycling as basis for attracting customers to penetrate markets. Harley-Davidson’s mission statement also emphasizes the significance of expanding its product mix. For example, within this product mix, the company is expected to add more product lines to grow its business. Moreover, this mission statement indicates market segmentation, which Harley-Davidson uses to focus on certain groups of customers in the global motorcycle market. A strategic objective related to this mission statement is product diversification, which supports expanding the company’s lines of products and services. Harley-Davidson’s mission statement also points to the strategic objective of maintaining a strong brand-related motorcycling culture to attract and retain customers.

References
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  • Harley-Davidson, Inc. Form 10-K, 2015.
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