Operational Restructuring at Harley Davidson


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : OPER022 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Operational Restructuring
Case Length : 15 Pages
Period : 2003
Organization : Harley Davidson
Pub Date : 2003
Teaching Note : Not Available
Countries : USA
Industry : Automobile

Abstract:

The case discusses the operational restructuring initiatives undertaken by leading US-based motorcycle company Harley-Davidson, to improve productivity. The case examines the reasons behind Harley-Davidson's decision to restructure its supply chain management practices in the mid-1990s. The following strategies are focused upon: supplier relationship management, use of IT in supply management, overhauling the maintenance, repairs and operations (MRO) setup, and logistics and distribution management. It also describes the benefits reaped by Harley-Davidson on account of these initiatives. Finally, the case addresses the problems that continue to plague Harley-Davidson on the operational front in the early 21st century and comments upon its future prospects.

Issues:

Dynamics of the US motorcycle industry and Harley-Davidson's role in its evolution over the decades

Contents:

  Page No.
The Problems of Plenty 1
A Bike, A Culture, A Legend 1
Restructuring the Operations 3
The Results 12
A Long Way to Go 13

Keywords:

Operational restructuring, US, motorcycle, Harley-Davidson, productivity, supply chain management, 1990, supplier relationship management, IT, supply management, overhauling, maintenance, repairs, operations , MRO, setup, logistics, distribution management, 21st century, future prospects

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