Harley-Davidson Inc.: Dividend Discount Valuation
In late July 2018, a buy-side analyst at Dimensional Wealth Group (DWG), a privately owned investment management firm, needed to decide whether DWG should increase, decrease, or not change its position in Harley-Davidson Inc. (Harley-Davidson) stock. DWG had been bullish on its Harley-Davidson stock, leading DWG to increase its position in Harley-Davidson substantially over time. However, Harley-Davidson was currently facing several challenges, which suggested that the timing was appropriate for DWG to reconsider its bullish position. How should the analyst determine a suitable recommendation regarding the Harley-Davidson stock?