Baturay Ozden Harley Davidson

1. Case Study - Harley Davidson
Products & Services
Since 1903, Harley-Davidson has produced the most enduring and recognizable motorcycles
in the world. No other motorcycle has the look, the sound and the feel of our two-wheeled
pieces of art. The motorcycle defines Harley-Davidson, but a wide range of other products
and services is available to increase the enjoyment of the experience or give newcomers a
taste of our world.
A complete line of Genuine Motorcycle Parts & Accessories, apparel and branded
merchandise offers our riders thousands of custom, personalized options for their bikes and
themselves. Buell Motorcycle Company produces a line of sport motorcycles for riders who
get their kicks from cornering and pushing their skills to the limit. And Harley-Davidson
Financial Services offers a variety of financing and insurance options to help make the dream
of owning a motorcycle a reality.
Building the world’s best motorcycles is possible only because so many Harley-Davidson
employees are both enthusiasts and customers. Their passion for our products creates the
ideal working environment, where employees care about what they design, build and sell.
We find that riders have their own ideas about what makes a Harley® motorcycle great.
That’s why we offer thousands of attractive accessories to customize every model and why
you rarely see two Harley-Davidson® motorcycles that are exactly alike. Likewise,
expressing individuality is why we offer a full line of quality riding apparel as part of our
MotorClothes™ apparel line.
Mission
It takes more than just building and selling motorcycles to fulfil the dreams of our
customers. It takes unforgettable experiences. The experiences can vary. They can be as
simple as Saturday morning coffee and conversations at the local Harley-Davidson
dealership, as familiar as a twilight ride with local Harley Owners Group® (H.O.G.®)
members or as ambitious as a ride across a continent.
If there’s one secret to our enduring brand and the passion it ignites in our riders, it’s that
we deliver these experiences, rather than merely a collection of products and services. And
we’re dedicated to creating experiences and developing relationships with all of our
stakeholders – customers, employees, investors, suppliers, governments and society. That’s
what sets Harley-Davidson apart from the crowd and why our brand strength is legendary.
The Family
From the moment a person is first drawn to Harley-Davidson, to their purchase and
personalization of their motorcycle, and ultimately to the exhilaration of riding and sharing
their dream with fellow riders, they are joining a large family. It’s a family that includes the
people who design our products and build the motorcycles, those employees and suppliers
who help make it all happen behind the scenes, and our dealers. We all understand that
fulfilling the dreams of our customers is a tall order – one that we all strive to deliver on.
Harley-Davidson and Buell dealers also know that fulfilling dreams is more than merely
selling motorcycles. They know it’s about a relationship built on trust and dependability,
good service and meaningful advice. Building and maintaining relationships with their
customers is one of the things Harley-Davidson dealers do best.

2. There are more than 1,300 Harley-Davidson dealerships in 60 countries worldwide, and each
is more than just a place to buy our motorcycles. They are starting points and destinations, a
place to talk to friends and meet other riders. Of course, full-service Harley-Davidson
dealerships offer all the new motorcycles, parts and accessories, MotorClothes products,
other merchandise and service. In addition, satellite stores located in shopping malls and
other high-traffic locations offer added convenience to anyone in search of Harley-Davidson
gear and collectibles.
No one understands the family of Harley-Davidson riders better than the people who
comprise the Harley Owners Group (H.O.G.) and the Buell Riders Adventure Group
(BRAG®). With nearly 900,000 members worldwide, H.O.G. is the foundation of an extended
family of riders and, like BRAG, gives enthusiasts loads of reasons to ride. These groups offer
members a wide array of events, rides and member benefits that increase their enjoyment of
riding. This is the Harley-Davidson family. Everyone is welcome.
Our Values
• Tell the Truth.
• Be Fair.
• Keep Your Promises.
• Respect the Individual.
• Encourage Intellectual Curiosity.
These are our values. They are the heart of how we run our business. They guide our
actions and serve as the framework for the decisions and contributions our employees make
at every level of the Company.
More than just a list of “feel good” buzzwords, our values define the character of Harley-
Davidson just as much as the motorcycles that bear the Harley-Davidson name. They reflect
how we relate to each other and to all of our stakeholders, including our customers, dealers
and suppliers.
The company fosters these values by actively communicating their importance and
encouraging employee involvement and development. We believe that our business will be
most successful if we tap the contributions of each of our people.
We live and work in a world where people have differing perspectives and unique
backgrounds. The better we can reflect that diversity in our employees and in our planning
and implementation, the more successful we will be as individuals and as a company. The
future growth and viability of Harley-Davidson depends on our ability to value both
differences and similarities among our employees. This is why we go to such great lengths to
foster diversity.
Harley-Davidson would not be where it is today without the passion of all those who work
for the Company and their desire to make a difference in our business, while expanding their
own horizons. Employees are the engine of our performance and the foundation of the
Company’s success.
Employee Involvement

3. One of the things that sets Harley-Davidson’s culture apart from other businesses is
employee involvement. The participation of our employees in the business has been an
essential component of our success. In fact, at Harley-Davidson, we consider our employees
to be our greatest competitive advantage.
In order to maximize employee involvement, traditional hierarchy and layers of management
have been minimized, and an “open door” policy extends throughout the Company, all the
way to the C.E.O.’s office. Easy access to senior management speaks volumes about our
belief that every employee is expected to communicate and contribute his or her thoughts.
Employees aren’t allowed to check their brains at the door or avoid responsibility or
accountability. In fact they are expected to take the initiative to identify problems and solve
them.
In the late 1980s we created the Harley-Davidson Business Process with the goal of better
aligning employees’ contributions with the Company’s goals. The idea is for the Company to
share its vision so that all of our people can put their efforts into working in the same
direction.
To make that possible, salaried and unionized employees are full participants in many key
business decisions at Harley-Davidson. Through our unique Partnering Agreement, important
studies are conducted and decisions are determined jointly between company management
and leaders of our two unions, the International Association of Machinists (IAM) and the
Paper, Allied-Industrial, Chemical and Energy Workers (PACE.) We believe Partnering is one
of the ways we can benefit from the thinking of all our employees, and we know that
employee involvement has been an enabler of our success. We also recognize the
contributions of our employees in a number of ways, including a bonus plan tied to the
Company’s performance.

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