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Harley-Davidson Case Study

Tangible & Intangible Resource Analysis
A full appraisal of the tangible and intangible resources can be found in Appendix D. Table 5, below, summarises this analysis.
TABLE 5 TANGIBLE AND INTANGIBLE RESOURCE ANALYSIS
Resource Strengths Weaknesses
Tangible Financial Resources Currently Financially sound Small compared to competitors: limited ability to invest in new areas
Tangible Physical resources Good plant and operations in the US. Probably less efficient than competitors; no assets outside US
Intangible Technological resources Only strength is an agreement with Porsche Very weak technologically; no record/reputation technologically
Intangible Reputation resources Very strong brand in the US Brand of some but limited value outside the US
Human Resources Extremely loyal and valuable workforce, who themselves strengthen the brand No or weak abilities in marketing and manufacture in other countries
In conclusion, this analysis highlights …..
Value Chain Analysis
A full description of the Value chain analysis can be found in Appendix E. Figure 2 summarises this analysis.
Firm Infrastructure: Good senior management has transformed the firm, but it remains small compared to global competitors Margin: Adequate but possibly insuff-icient for financing major new model, technology or mar-ket development
HRM: Excellent, but no skills or abilities outside the US
Tech Development: Very Weak, so the brand relies on its lack of technology.
Procurement: Very good relationships with streamlined supplier base, and new Brazil operation can reduce costs further
Inbound logistics:
good advanced JIT procedures Operations:
Excellend highest level US operations Outbound logistics:
very good because ….. Marketing & Sales:
Excellent relationships and brand strength in US. Very weak outside US Service:
Excellent in the US; very weak outside….
FIGURE 2: VALUE CHAIN ANALYSIS
This analysis highlights that …..
Functional audit comparison with...