Harley Davidson's Mission Statement

Harley Davidson’s Mission Statement

A mission statement may consist of four parts task, vision, values and goals. The function of a mission statement is to articulate the purpose of the company, the future of the company, and the method of achieving this future position. A company mission statement should be unique to its competitors. In constructing a mission statement, it should be motivational and inspiring.

Vision is the broad perspective of the company, while a goal is the short term outlook to its vision. Their goals should be realistic and attainable. It should be clearly stated and quantifiable. A well constructed goal should motivate and inspire the employee and management toward a common vision. If a goal is farfetched, a company could lose it credibility. Values are what the companies is committed to. One company may value customer services, while others may value efficiency. Company has to portray themselves to the public in a way that it would attract or inspire different customers. Company should avoid over exaggerating their values, they should only commit what they can offer.

We live in a dynamic environment; a company’s mission statement may become irreverent over time. For a mission statement to be successful it must be broad enough to meet the customer’s changing expectation. Common mistakes are limiting your mission statement to the company’s area of services and expertise. When writing a mission statement it should be free of jargons. It should be succinct and clear in stating the nature of the company. It should clearly state the target audience in it mission statement.

Mission Statement

“We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”

Value Statement

“These are our values. They are the heart of how we run our business. They guide our actions and serve as the framework for the decisions and contributions our employees make at every level of the Company.”

• Tell the Truth.
• Be Fair.
• Keep Your Promises.
• Respect the Individual.
• Encourage Intellectual Curiosity.

This mission statement by Harley Davidson is sound because it is concise and informative. It clearly stated their targeted audience and its task. It expresses their goal and vision of expanding the Harley Davidson experience. Based on the mission statement, the company is marketing their motorcycle as a luxury item to it customers. It is intended to motivate and inspire the individual to buy the motorcycle. Their value statement conveys the notion of a honest employee, whom the customer could trust.