Assignment 2: LASA 1, 3/22/18

Business Unit Analysis

Directions

: Create a Feasibility Study for Harley-Davidson using the following outline:

Differentiation Strategies

The analysis of current strategy and competitor analysis you conducted last module impressed the senior vice president. She now needs you to delve into the brands and analyze them by conducting a business unit analysis and presenting your findings in a three-part PowerPoint presentation.

Research the Harley-Davidson (H-D) Web site for each brand, and review the annual report for relevant details of the size, scope, target market, services and amenities, and other salient points of differentiation. Include these details in Part I of your PowerPoint presentation.

From the research and analysis of the business units, identify:

· A description of each brand that provides a clear picture of the brand and its place in the overall portfolio of Harley-Davidson.

· The target market of each brand.

· How the brands are alike and how they differ.

· A preliminary analysis of any gaps that exist in the portfolio that might lead to opportunities to add to the brands.

· Your analysis of possible merger/acquisition/joint venture possibilities and what would be achieved or accomplished through the merger/acquisition/joint venture.