No Plagurism


The focus is External Communication of an Organization

Please see below the project scope my completed Research Paper on Harley Davidson that needs to be upgraded, re-written, improve, additional information, indention, needs paragraph expansion and breakup, corrections, additional peer review journal articles references and all in APA format.



The Communication Audit is a scaled version of a full organizational Communication Audit. Your audit will focus on the external communication of an organization as it relates to and impacts overall business performance. Specifically, you will focus on external communication related to three core business areas:· Human Resources (HR) · Marketing (MKT) · Accounting (ACCT) You will analyze the external communication (i.e., data) through a theoretical framework. Based on your analysis, you will identify potential impacts to the organization’s business performance resultant from external communication (messages or strategies).

 Finally, you will provide five consulting recommendations. Extensive research is required for this project. You will conduct secondary research of the organization and peer reviewed business and communication literature. Additionally, you will integrate course materials (e.g., journal articles; course readings) throughout your project. M E C H A N I C S The following reflect general guidelines for project preparation:

The layout

· Georgia, 12 point · 1.5 – 2.0 spacing of text · Minimum 10 pages (of content) · APA style in-text citations and References

 · Executive Summary

 · Table of Contents

· Organizational Overview

· Theoretical Framework

 · External Communication

 · Three Core Business Units -

 · Methodology

· Data Analysis

· Recommendations

 · References

 · Appendix Criteria for each section are outlined in the subsequent sections.


Please apple

 · Applied Social Identity Theory or Systems Theory · moment in time Topic points include: · Organization name · Mission and Vision · Number of employees · Years in business · Profit or non-profit · Organizational Structure · Context factors o such as recent change in leadership, mergers, acquisitions, layoffs, etc. o focus on the past 3 – 5 years (maximum) You will use one of the following theories/models of communication to frame your analysis: · Social Identity Theory · Systems Theory Both theories provide explanatory frameworks for organizations, generally, and the strategic communication choices and subsequent business impacts, specifically. In this section, you will: · provide an overview of the theory · identify the theory’s explanatory connection with organizational communication · explain its role as the framework for your analysis E X T E R N A L C O M M U N I C A T I O N In this section, you will: · define external communication · establish the role of external communication for an organization · tie the role of external communication with business performance  M E T H O D O L O G Y The Methodology section is where you detail your scientific method. You should address the following questions: What data will you select? How will you select the data? Why did you select the data? In this section, you will: · explain the process of data selection · specific data used to analyze external communication across the organization and three core business areas · Defend your selection (argument and evidence) D A T A A N A L Y S I S The Data Analysis is the applied research portion of the project. Grounded in your theoretical framework and utilizing the methodology described in the Methodology section, you will analyze the data from each of the three business units (HR, MKT, ACCT). In this section, you will: · Succinctly analyze a minimum of three external communication artifacts (data). Your goal in this section is to succinctly analyze a set of data reflective of these three core business units. For example, Human Resources may include onboarding practices, professional development, or employee incentives. Marketing or Accounting, on the other hand, may entail the organization’s annual report, press releases, You Tube videos, White Papers, or position on fraud. Embrace creativity when considering the data to analyze. Additionally, keep in mind, your goal is to consider both rhetoric (in word and visual) as it relates to the overarching notion of external communication. Some unintended messages may manifest within an audience because of a lack of information.

Each of the three core business areas should contain the following subsections:

 (Introduction) _______________________________________

Data _______________________________________

Analysis _______________________________________


 You will: · Provide 5 recommendations for the organization · Write each recommendation in one concise sentence · Provide a 1 paragraph explanation of each recommendation (both its validity and anticipated impact)







Harley Davidson

Communication Audit





G. Koll 


Organizational Communication

















Executive Summary

The communication audit of Harley-Davidson will be gear towards the key components of organizational communication (Intrapersonal, Interpersonal, and Organizational), with specific reference to the company’s external communication practices in the following areas; Human Resource, Marketing, and Accounting.  “The company is divided into three segments, motorcycles, parts and services, apparel and other products, and financial services”, (2014 annual report).Today, the company still has a loyal customer base and is valued at 53 billion dollars (Harley Davidson Annual Review 2014). Currently, Harley-Davidson has captured 60% of the U.S. market share and is now expanding its distribution and production capacity globally.

Harley-Davidson, Inc. is planning to launch a new campaign to reach a younger market of 18 thru 34-year-old males and women riders (Investor Relations/Harley-Davidson USA/Demographics). This new campaign will offer different packages and motorbikes geared towards a younger market. Harley’s core value is a lifetime customer and value added activity.


Organization Overview

The Harley-Davidson motorcycles began in Milwaukee in 1903.  Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services (Harley-Davidson story with images). Harley-Davidson Financial Services provides motorcycle financing to Harley-Davidson dealers and customers in the U.S. and Canada. Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and a

complete line of motorcycle parts, accessories and general merchandise.

For three straight years, Harley-Davidson grew U.S. retail sales to outreach customers, which includes young adults, women, African-Americans, and Hispanics, at more than twice the rate of the growth in sales to core customers (Harley’s CEO wants more youngsters riding motorbikes June 19, 2015). International retail sales of new Harley-Davidson motorcycle grew more than 5 percent and accounted for more than 36 percent of total retail Harley-Davidson motorcycle sales, with dealers in the Asia-Pacific, EMEA and Latin America regions posting their highest new retail motorcycle sales on record for each region. In the Asia-Pacific region, Australia, New Zealand, China, India and Asian emerging markets posted theirbest years ever. Sales in India doubled, driven by the availability of Street. Harley-Davidson reclaimed the number one market share position in Japan, the second largest market in the world. In Europe, sales grew in nearly every market, while its global expansion in other regions is gradually picking up. Harley-Davidson sustains a loyal brand community which keeps active through clubs, events, and a museum.

Theoretical Frame

Harley-Davidson socially identifies with its bike owners through HD motorcycle community membership. All owners of Harley-Davidson bikes are automatically considered a member of this social group (Harley Owners Group/Harley-Davidson USA). People who ride Harley’s are proud of their possessions, joined by a common interest, and they develop a stronger social identity with the group.

Harley-Davidson has an integrated system approach theory that includes the organization, employees, stakeholders and product owners. The company fosters these values by actively communicating their importance and encouraging employee involvement and development.


Mission Statement

Harley-Davidson’s mission statement is “We fulfill dreams through the experiences 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.(Panmore 2016).


Vision Statement

Harley-Davidson’s vision statement is as follows: “Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.(Panmore 2016).


External Communication

I am going to look at Harley-Davidson across three media: website, social media and branding.

Website – Harley-Davidson website displays the latest bikes and accessories, and of course the latest new and event globally. The company quite recently incorporated live video to address demands and financial matters of their stakeholders, dealers, and riders. The website also provides information to their club members on the calendar of events, specific to their local region, and also photographs, awards, meeting place are posted (Harley Davidson USA website 2016). Harley-Davidson dealerships are good at sending out email reminders for sales and events. Members of HD club have access to share pictures and news on Harley-Davidson website (Appendix A).

Social Media – Harley-Davidson is a heavyweight user of social media but places more emphasis on branding and riders interaction. The Harley-Davidson bike inspires and attracts a lot of fans, which gives it positive social media. The Harley Owners Group (HOG), a well-organized community grouping of riders and fans, use social media to make comments, share news, upload personal videos and photos and have a conversation. Facebook and Twitter are the media use more frequently by fans to engage each other (HD Social Media Reputation) (Appendix B). But Harley-Davidson company is more interested in pulling riders and fans into its own social networking on, where they can share their experiences and value.

Branding – Harley-Davidson has a very strong brand loyalty that has led to the company’s increase market share. It has a strong global brand loyalty among its customers, and that people who have owned a Harley-Davidson before are the people that purchase a new one (HD Strategy + Business). Harley-Davidson has an attractive and recognizable logo that enhances the company’s identity. The company also invest a lot in logo merchandising (Appendix C). Its customer base is so strong, that advertisement of its products are not necessary for some countries.

Three Core Business Units

Marketing – Is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Merriam-webster). Harley-Davidson market description is divided into three segments; provides motorcycles, parts, and services; apparel and other products and financial services ( 26-5-2016). Harley-Davidson is a leading global bike company with a number of brands that is respected worldwide. It has launched many new marketing strategies to succeed in this motorcycle market and to also maintain lifetime customers. Harley-Davidson has continued to reach and attract all age generation of the world (Appendix D), in order to grow into the emerging market segments of motorcycles. Harley-Davidson also sticks to a pattern where all of their products introduced at home (USA), meet the equal standard. The key strategy used to achieve these principles are as follow: Instituted a Harley Owners Group (HOG) to increase customer involvement and loyalty; and the “Superride” program. Harley-Davidson products set up at motorcycle events and included rides on products to include potential customer involvement and participation; Company began “courting” product oriented publications to get out the word on Harley-Davidson products; Increased sales force by 50 percent and upgraded training of dealers in sales techniques; customization; large dealership network; learn to ride program; events for HD owners; and targeting variety of customers (HD Marketing Strategy). The company dropped several models from their line and concentrated on super heavyweight motorcycles only.

 In 1983 Harley-Davidson recognized they needed to implement specific changes if they were going to survive in an increasingly competitive bike market. Their change focused on two components. First, they decided to become more customer oriented. Secondly, they decided that in order to survive the competition, they needed to increase brand recognition among the non-riding public and provide a wide range of products by licensing its trademark. This includes clothing, jewelry, small leather goods and numerous other products, which has been an effective means of enhancing Harley-Davidson’s image. *Company executives sought out customer feedback and used it to increase customer confidence and satisfaction.


Human Resource – These activities normally include recruiting and hiring new employees, orientation, and training of current employees, employee benefits, and retention (Business Dictionary). The Harley-Davidson Human Resource Committee is approved by its “Board”. It is responsible for recruiting, compensation, training, performance issues, and enforcing States regulations. Harley-Davidson is constantly involved with employee engagement to make the company better. A company-wide program to increase the involvement of the employees was instituted. This led to the creation of the“Quality Circles” program that permits employees to articulate ideas, suggestions, solve problems, and improve efficiency and quality on the job (Investor-Harley-Davidson2016). By doing so, employees convey a sense of identity and belonging, that in turn, helps them generate commitment to the company. Training and  Education programs that take place at Harley-Davidson’s learning center help employees to become skill focus and compatible with the company’s culture (Appendix E).

Accounting – Is a system of recording and summarizing business and financial transactions and analyzing, verifying and reporting results (Business Dictionary). The Accounting department at Harley-Davidson Inc. is responsible for billing, sales activities, financial reporting and auditing. They also handle financing options for new and used Harley-Davidson motorcycles, manage loan for accounts, provide motorcycle insurance, extended services, private party financing, credit application, protection plan and rider reward program ( (Appendix F).























Harley-Davidson Communication Audit

Appendix A

This image represents Harley-Davidson Website


Appendix B

This image represents Harley Davidson Social Media

Appendix C

This image represents Harley Davidson Logos

Appendix D

This image represents Harley-Davidson Marketing


Appendix E

This picture represents Harley Davidson Human Resource




Appendix F



















(Harley Davidson Annual Review 2014)

(Investor Relation/Harley-Davidson USA/Demographics)

(Harley-Davidson story with images)

(Harley’s CEO wants more youngsters riding motorbikes June 19, 2015)

(Harley Owner Group/Harley-Davidson USA)

(Panmore 2016)

(Harley-Davidson USA website)

(HD Social Media Reputation)

(HD Strategy + Business)

(HD Marketing Strategy 2016)

(HD Investor Relations Home)


(Business Dictionary)




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