Case Analysis - Harley Davidson - Group 6

Harley Davidson started Harley Owners Group (HOG), a factory sponsored Motorcycle
enthusiast club in 1983, whose membership can be availed by Harley bike owners. To enhance
the Harley Davidson lifestyle experience & to know their customers closely in a better way the
company carried out rallies. To emphasize on commuting, Harley Davidson resorted to rolling
rallies instead of stationary rallies. Hence they conducted Posse rallies.

Value added by the Posse Ride

Company Dealers Customers

● Bonding with ● They can schedule ● Take rides as

customers. stops in a way challenge
● Build customer beneficial to them. ● Getaway from daily
loyalty. ● They can increase routine
● Increases brand their reach. ● Explore different
popularity. destinations
● High adventure and ● Interact with people &
low cost. develop friendships
These values eventually add up to provide increased satisfaction in multiple member segments,
ease of coordination as well as increased customer-management interaction. With a final
fulfillment of the company goal to increase member participation while retaining exclusivity.

Shortfalls of HOG events

● Inadequate availability of T-shirts that were promised to the members.
● Some executives on the rides were not interactive.
● Many members felt that the routes and rally execution process should include their
opinions and preferences.
● There was an evident lack of surveys conducted and feedback mechanisms.

Recommendation
● Maintain adequate stock merchandise.
● Inclusion of riders for the route recommendation & execution through surveys.
● Instating a feedback mechanism for the community members
● Better scheduling at dealerships.
● More executive interactions with riders through short games at halts.
● A grievance redressal policy should be adopted.
● Providing the Certificates & T-Shirts via mail instead of physical distribution.
● Tie Ups with Gas stations, hotels & restaurants for Commission.

Profit Potential