This document outlines a strategic business plan with two parts. Part I covers an external and internal analysis including an industry analysis using Porter's Five Forces model, a SWOT analysis, and identifying strategies. Part II covers developing a global strategy, addressing leadership and organizational culture, and creating a strategic plan with conclusions and recommendations. The assignment asks to analyze the external environment of the motorcycle industry, assess competitive dynamics, summarize strategic issues, perform financial analyses of Harley-Davidson and competitors, and propose metrics for a balanced scorecard.

1. Strategic Business Plan Outline
Part I – Feasibility Study
I. Cover page
II. Table of Contents
III. Executive Summary
IV. Summary of Strategic Direction
[Module 1]
a. Vision
b. Mission/ Corporate Values
c. Goals
V. Stakeholders Interest/ Needs
VI. Analysis of the External Environment
[Module 2- Part 1]
a. Results from Scanning
b. Results from Monitoring

2. c. Competitive Environment
i. Porter’s Five Forces Model
ii. Value Net Analysis
iii. Dynamics of Competition/ Competitor Analysis
d. Strategic Challenges/ Issues facing the Industry
VII. Internal Environment Analysis
[Module 2 – Part 2]
a. SWOT Analysis
b. Value Chain Analysis
i. Primary Activities
ii. Secondary Activities
iii. Resource Based Analysis
1. Internal
2. External
3. Achieving Sustainable Competitive Advantage
iv. Financial Ratio Analysis/ Five year period
VIII. Strategy Analysis

3. [Module 3]
a. Cost Leadership Strategy
i. Identify elements that could lead to sustainable advantage
ii. Advantages/ Disadvantages of this strategy
b. Differentiation Strategy
i. Identify elements that could lead to sustainable advantage
ii. Advantages/ Disadvantages of this strategy
c. Focus Strategy
i. Identify elements that could lead to sustainable advantage
ii. Advantages/ Disadvantages of this strategy
d. Combination Strategy
i. Identify elements that could lead to sustainable advantage
using several of Cost/ Differentiation/ Focus
ii. Advantages/ Disadvantages of this strategy
e. Industry/ Firm Life Cycle
i. Strategic implications of each stage analyzed

4. IX. Corporate Level Strategy
[Module 3
a. Identify consequences of Diversification
i. Economies of Scope
ii. Revenue Enhancement
iii. Market Power
b. Identify unrelated Diversification
i. Financial Synergy
ii. Parenting
c. Methods of achieving Diversification
i. Mergers & Acquisitions
ii. Strategic Alliances/ Joint Ventures
iii. Internal Development
d. Corporate Ethics in Value Creation
X. Feasibility Study Summary
a. Conclusions

5. b. Recommendations
XI. Appendix
Part II – Strategic Plan
XII. Cover page
XIII. Table of Contents
XIV. Executive Summary
XV. Global Economy/ Factors Affecting Global Economy
[Module 4]
a. Motivations/ Risks
i. Motivations for Expansion
ii. Risks in Expansion
b. Competitive Advantage in Global Markets
c. Entry Strategies for Global Expansion
d. Internet Approach/ Strategy
i. How the Internet adds value
ii. Internet Business Models
iii. Competitive Strategies
iv. Leverage E-Business Capabilities
XVI. Corporate Leadership

6. [Module 5]
a. Direction Setting
b. Organizational Design
c. Organizational Culture
d. Leadership Traits
e. Ethical Organization Characteristics
i. Identify elements
ii. Identify missing elements
f. Learning Organization Characteristics
i. Identify elements
ii. Identify missing elements
XVII. Strategic Plan Summary
a. Conclusions
b. Recommendations
c. Implementation

7. d. Risks
XVIII. Appendix
Assignment 2: Harley-Davidson: External and Internal Analysis
Instructions for this assignment: Perform all of the elements
listed below.
Click here for the Strategic Business Plan Outline.
Part I - External
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.
Record and support your findings in a 5—8 slide PowerPoint
presentation entitled "The Analysis of H-D's External
Environment.
Part II - Internal

8. Financial
Gather the financial information necessary to do a complete
ratio analysis and the 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:
· Fina
· Ncial
· 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.
Summarize and support your findings in a 2—3 page Word
document entitled "The Analysis of H-D's Current Strategy:
Two Views." Be sure to include the ratio analysis. You may also
include other graphics to support your narrative.

9. Competitors
Based on your analysis, you must decide which two competitors
present the biggest competitive threat to H-D.
Perform a financial ratio analysis for the competitor after
looking at trends in financial performance over five years, and
compare the trends to industry averages.
Be sure you have a clear ranking of the industries' competitors.
Summarize and support your findings in a 2—3 page Word
document entitled "Competitor Analysis." Be sure to include the
financial ratio analysis. You may also include other graphics to
support your narrative.
Submit your PowerPoint presentation and two Word documents
to the M2: Module 2 Assignment 2 Dropbox by Wednesday,
December 4, 2013.
Assignment 2 Grading Criteria
Maximum Points
External environment analysis: driving forces, dynamics of
competition, and at least three statistics about the size of the
industry.
15
Summarize strategic issues and faced by the industry and
identify their biggest threats.
20
Performed a financial ratio analysis using H-D's five-year
financial performance and interpreted the ratios—see the text
for which ratios to perform. In addition, you will conclude how
well the firm's strategy is working.
20
Created a hypothetical BSC for H-D after selecting which
measures you believe are important in the four areas: serving

10. customers, improving processes, learning, and growth and
financial performance.
15
Performed a ratio analysis of the financial performance of three
competitors and compared them to H-D. Developed a Word
document entitled "The Analysis of H-Ds Current Strategy: Two
Views," which includes analysis of your findings.
15
Developed a Word document that includes analysis of your
findings. Justified ideas and responses by using appropriate
examples and references from texts, Web sites, and other
references or personal experience. Followed APA rules for
attributing sources.
15
Total:
100