Introduction
Harley Davidson is considered to be the fifth largest motorcycle manufacturers throughout the world. The firm was established in the year 1903 and the firm is known for the heavy vehicle motorcycles. The mission statement of the firm reveals that the firm is looking forward to offering more products for the respective consumers in order to increase the rate o productivity along with the profitability of the organization. This research paper will help in reflecting the mission and the vision statement of Harley Davidson in comparison to the characteristics of an ideal mission and the vision statement ("Harley-Davidson", 2017). The company’s vision statement revealed the leadership of the firm in the stakeholder management. Moreover, the vision statement also provides the desired direction for the execution of the business processes of the firm throughout the concerned competitive target markets.
Characteristics of an ideal mission statement present in Harley Davidson’s mission statement
The mission statement of Harley Davidson is merely based on the fulfilling of the dreams with the help of exceptional motorcycle experiences that is provided to the concerned users (Dörnyei & Chan, 2013). The characteristic of an ideal mission statement consists of the following crucial points:
- Basic products or services offered
- Identification and selection of the primary markets or the customer groups
- Offering of unique featured products and benefits
- Use of latest technology in production process
- Fundamental concern regarding the growth along with profitability
- Managerial philosophy of the organization
- Public image developed by the firm
- Self-concept for the employees as well as for the stakeholders
The mission statement of Harley-Davidson reveals the desired approach to enhance its business processes throughout the competitive market segments concerned. The firm uses dream fulfillment as well as the experiences of the motorcycling as the preferred basis to attract the respective customers which will help in capturing the market segments. The company’s mission statement fulfills all of the characteristics that an ideal mission statement should have but it only missed out one characteristic that is the managerial philosophy of the firm (Campbell & Tawadey, 2016). Managers play the most vital role in evaluating the preferred business processes of the firm. The company primarily targets the higher range of people i.e., the people having the higher income as to enhance the productivity and profitability of the firm. The company fulfills the demands of the customers in order to produce the most stylish and luxurious models. On the other hand, the development of the brand image of the firm is important as it generates great impact on the minds of the customers regarding the selling of the products concerned. Moreover, it establishes a trust in the relationship with the customers (Aguinis, 2009). The uniqueness if the product is supposed to be more vital as it attracts a large number of the customers towards the products concerned.
Characteristics of an ideal vision statement present in Harley Davidson’s vision statement
There are certain characteristics of an ideal vision statement that needs to be evaluated largely, they are as follows:
- Keeping it brief
- Verifiable
- Bounded by timeline
- Latest which can be updated on regular basis
- Focused regarding firms different aspects
- Understandable
- Inspiring
- Stretched goals that are not easily achieved
The vision statement of Harley Davidson critically reflects five of the ideal characteristics that should be present within a company’s vision statement. The vision statement of the firm keeps it brief and highlights the desired importance of the approach which is action-oriented in order to enhance and develop the business processes effectively. The primary motive of the firm is to gain international success and the firm critically explains all its plans in order to expand throughout the international market segments concerned. Moreover, it is easily understandable which focuses on the different aspects of the execution of the business processes of the concerned firm (Srinivasa, et al, 2014). There are two of the characteristics that seem to be the mission in the vision statement of Harley Davidson, they are inspiring and stretched by the goals in order to achieve it. Therefore, the firm needs to look upon these two of the characteristics as to enhance the effectiveness of the business processes of the concerned firm. The vision statement of the firm critically reveals that the employees and the stakeholders are considered in order to achieve it desired goals (Dess, et al, 2016). The addressing of the stakeholder’s interest critically improves the firm’s relationship with the present market.
Comparison between the mission and vision statements of Harley Davidson based on their objectives
The comparison between the mission statements of Harley Davidson with that of the ideal characteristics of a mission statement reveals that the firm follows all of the characteristics effectively. There exists uniqueness in the products offered by the organization as well as it helps in developing the brand reputation of the firm as to attract a large number of the customers towards the organization. Harley Davidson is engaged in providing the heavy vehicles to all its customers and the firm does not compromise with the prices (Goetsch & Davis, 2014). The diversification of the respective products offered by the firm is being reflected with the help of the company's mission statement.
The vision statements reveal the action-oriented approaches of the firm in order to enhance the effectiveness of the business processes. The value-added service revealed with the help of the vision statement of the firm reflects the competitiveness of the entire market segments as well as it attracts the investors.
The comparison o the mission and vision reflect that these reveals the desired purposes of the objectives in order to achieve the concerned goals for the firm. Both the mission and the vision serve the respective purposes as to increase the desired productivity and the growth of the firm within the concerned competitive market segments (Lee & Mouasher, 2014). On the other hand, these can be used as the effective useful tools s to enhance the overall performance of the firm throughout the targeted market areas concerned. There are few of the characteristics in the vision statement which are missing and these needs to be included in the vision statement as to enhance the effectiveness of the business processes of the organization concerned. The vision should be inspiring as to motivate the employees regarding the evaluation of the work processes. Moreover, it should help in stretching the goals as to increase the profitability of the organization.
Conclusion
The research paper critically explains the desired comparison of the mission and the vision statement of a renowned company "Harley-Davidson" with that of the ideal characteristics of a particular mission or vision statement. Harley Davidson's vision statement revealed the leadership of the firm in the stakeholder management. The development of the brand image is important and the mission statement should be brief as to increase the effectiveness of the employees as wells the stakeholders of the firm concerned. There are few characteristics that seem to be the mission in the vision statement of Harley Davidson, they are inspiring and stretched by the goals in order to achieve it. Finally, it is evaluated that the mission and vision statement of Harley Davidson explains the desired proposes of the firm in meeting their respective objectives.
References
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Dörnyei, Z., & Chan, L. (2013). Motivation and vision: An analysis of future L2 self-images, sensory styles, and imagery capacity across two target languages. Language Learning, 63(3), 437-462.
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Harley-Davidson. (2017). Harley-davidson.com. Retrieved 4 March 2017, from https://www.harley-davidson.com/content/h-d/en_US/company.html
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