Angela Juang, Bo Brown, Daniel So
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Q&A
Negative effect on brand community
Lower customer
loyalty
Less active
membership
Less profitability
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Posse Ride Feedback Statistics
7
6
5
4
3
2
Pre-ride mean
Post-ride mean
1
0
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Posse Ride Feedback Statistics
7
6
5
4
3
2
Pre-ride mean
Post-ride mean
1
0
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Posse Ride Feedback Statistics
7
6
5
4
3
2
Pre-ride mean
Post-ride mean
1
0
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
• Harley Owner’s Group (HOG)
• Facilitate lifestyle experience based on Harley-Davidson
• Membership > 500,000
• Destination Rallies
• Rolling Rallies
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Build a strong
brand
community
Increase brand
loyalty
Raise average
satisfaction with
HOG
Background & Issues
Objectives
Increase
customer
communication
Raise active
membership
Opportunities
Recommendation
Raise post-event
survey scores
Action Plan
Risk Mitigation
Occupational / Geographical
Segmentation
Multiple Posse Rides per year
Increased member satisfaction
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Benefits
• Increased satisfaction in multiple member segments
• Increased customer-management interaction
• Increased ease of coordination
• Increased member participation while retaining
exclusivity
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Risks
• Decreased member interest with loss of overall
exclusivity
• Decreased member interest with loss of novelty
• Increased planning costs
• Increased strain on management
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Eliminate
managementcoordinated Posse
Rides
Set up hierarchical
structure to rank
members
Background & Issues
Objectives
Opportunities
Provide activities to
bring local chapter
members together
Recommendation
Action Plan
Risk Mitigation
Benefits
• Increased customization
• Increased integration of Harley Davidson in
customer’s daily lives
• More Active Membership
• More brand loyalty
• Less discontentment among members
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Risks
• Disregarding the need of members who want
exclusivity and prestige
• Lack of interaction among members from different
geographical locations
• Absence of management interaction with
members
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Eliminate Posse Ride
Empowered members define the brand
Procedural Restructure
Organizational Restructure
• Chapters organize their own
“Posse Rides”
• Chapters register & publicize
rides with HOG
• Redesign survey
• Hierarchical chapter organization
• Point system based on
participation
• Rewards for visiting other
chapters
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
0
2
4
Months
6
8
10
12
14
Develop specifics on membership levels &
rewards
Notify dealers and chapters
Create survey
Initial survey
Evaluate survey results & implement changes
Chapter officer elections
End of year survey
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
• Uniqueness and exclusivity through the original
• Nature of events organized by local chapters
• Achievement through recognition in the Hogs Tales
magazine
• Awarding of points for visiting other chapters
• “Meet the Management” events at key-city chapters
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
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Building Brand Community on the Posse Ride