ANALYSIS BY C6
Company: The Harley Owners Group (H.O.G) is a factory-sponsored motorcycle enthusiast club formed by the Harley-Davidson Motor Company in 1983. The
emergence of this group is to counteract and control the negative influence of the outlaw biker gangs that dominated the sub-culture, but its main intent is
to enhance the Harley-Davidson lifestyle experience and to bring the company closer to its customers. H.O.G is open to all Harley-Davidson owners and is
supported on local, national, and international levels. It provides a large array of programs and ownership benefits for its members. H.O.G also harmonizes
the sale of Harley-Davidson memorabilia, such as T-shirts, patches, and pins.
SWOT (Posse ride):
Strength:
Very popular
Affordable
It greatly increased the brand value
Helped in neutralizing the negative
influence of outlaw biker gangs.
More freedom.
Weakness:
Time intensive
Opportunity:
Direct access to customers
Led to an increase in the number of
repeaters and new registrants.
Customer satisfaction could be increased
through events subsumed under these
rides.
Getting to know the supplier.
Threat:
Customer’s perception of management
which is showing less concern for them.
Should the posse ride be continued?
Benefits (for customers):
Bonding with fellow riders.
Sense of belongingness, freedom.
Becoming a tradition for the riders
Social status
Benefits for the company:
Increase in brand value and brand recognition
A common interaction point for company officials as well
Officials felt more in sync with their customers, their needs, and their experience.
Feedback from customers can be used for designing the product.
It was also a source of revenue generation (membership, merchandise, and other accessories.)
Yes, given the benefits posse ride should be continued to increase the brand value, customer engagement, experience, and knowing the customer better.
Role of Posse–
For customers:
Gave an avenue for freedom from their rather monotonous life.
A sense of brotherhood and togetherness which is critical to biker experience
A festival for the Harley customers, where they celebrate their love for riding.
Gave a sense of substantial achievement
For the company:
Getting to know customers’ needs and desires.
Help in product design
Brand image
Great customer value, thus positive marketing.