Read the case study:

Harley-Davidson, Inc. Motorcycle Division

And answer the questions:

Analyze and Record Problems and Their Core Elements

1. What is the primary problem in the case? What are their secondary problems?

2. What proof exists that these are the central issues? How much of this proof is based on facts? On opinions? On assumptions?

3. What symptoms is there that suggest these are the real problems in the case?

4. How are the problems, as defined, related? Are the independent or are they the result of a deeper problem?

5. What are the ramifications of these problems in the short run? In the long run?

Formulate, Evaluate, and Record Alternative Courses of Action

1. What possible alternatives exist for solving the firm's problems?

2. What limits are there on the possible alternatives? Competence? Resources? Management preference? Ethical responsibility? Legal restrictions?

3. What major alternatives are now available to the firm? What marketing concepts are involved that affect these alternatives?

4. Are the listed alternatives reasonable, given the firm's situation? Are they logical? Are the alternatives consistent with the goals of the marketing program? Are they consistent with the firm's objectives?

5. What are the financial and other costs of each alternative? What are the benefits? What are the advantages and disadvantages or each alternative?

6. Which alternative best solves the problems and minimizes the creation of new problems, given the above constraints?

Select and Record the Chose Alternative and Implementation Details

1. What must be done to implement the alternative?

2. What personnel will be involved? What are the responsibilities of each?

3. When and where will the alternative be implemented?

4. What will be the probable outcome?

5. How will the success or failure of the alternative be measured?