Harley Davison

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Building Brand Community on the Harley-Davidson Posse Ride

Case Summary

Harley Davidson Motor Company is a world famous motorcycle manufacturing company. The Harley Owners Group (H.O.G) is an enthusiast group whose main goal is to enhance the Harley-Davidson lifestyle experience and bring the company closer to its customers. The Posse Ride is one of its key features, which presents an opportunity to gain feedback from customers from an intimate environment. The management team at H.O.G has decided on a second Harley-Davidson Posse ride, which is a two thousand-mile, 10 day trek across the country with 400 Harley enthusiasts from South Padre Island, Texas to the Canadian Border. The ride builds meaning between different members of the H.O.G community. The stories narrated by riders attract non Harley and H.O.G members alike. The purpose of the Posse is to become close to the customer and gain feedback from customers in an environment of intimacy. The director has to decide whether this trip deserves a spot in the H.O.G product line, and what he needs in order to adopt in future design. There are various issues such as close-to-the-customer philosophy, brand loyalty, brand community, and marketing programs to consider.

Analysis of the Problems

Harley Davidson is a company that has branded itself well and mastered the art of creating long lasting relationships. However, there are still challenges that management at H.O.G faces. One main concern is whether or not Harley should continue to sponsor the Posse Ride. Second, if they decide to keep the Posse Ride, they need to figure out how the ride should be re-designed to maximize its effectiveness and profit-making potential. Additionally, another issue Harley had to address is what role it should play in the HOG event mix. Some problems that H.O.G members were faced with on the ride was they felt a lack of concern for their personal opinions about issues such as route selection and rally...
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