Part I – Analysis of the External Environment

As part of the Strategic Business Plan, you have been asked to:

• Identify and analyze the major driving forces for change in the external environment of the motorcycle industry.
• Analyze the dynamics of competition using Porter's Five Forces Model of Competition. Correctly assess the dynamics of competition.
• Provide at least three statistics about the size of the motorcycle industry such as revenue, growth rate, number of units sold by manufacturer/country, etc.
• Summarize the strategic issues firms in this industry face and identify their biggest threats.

This section should be titled "The Analysis of H-D's External Environment."

Part II – Internal Environment Analysis

Financial

Gather the financial information necessary to do a complete ratio analysis and the Balance Score Card (BSC) key metrics information.

If you were going to create a BSC, what would be the key metrics you would measure in each of the four BSC areas:

• Financial
• Customer
• Internal Business Process
• Learning and Growth

Perform a ratio analysis using H-D's five-year financial performance. Interpret the meaning of the ratios and financial performance.7