Case Study Analysis: Harley Davidson (HD) Posse Ride

Harley Davidson (HD) Posse Ride-Case Study Analysis

Group 6 – Section B

NOTE: For the case of Harley Davidson-Posse Ride, we have discussed the major problems, solutions and recommendations based on the discussion amongst us and in the class. We have intentionally left out background and history portion in the interest of space and brevity. It may be noted that these are the major qualitative aspects about the case, while the quantitative analysis (ROI of event, possible additions and cost analysis etc), though possible has not been included here.

Problems: Hindrances and Issues faced by Harley Davidson in organizing and managing the Posse Ride

• Logistical Issues: Being an event spread across several days and geographies, and involving a

HOG events are aimed at providing new experiences and a feeling of belongingness amongst existing Harley-Davidson owners. It tries to build the spirit and brand image of HD and its owners. HOG events also furnish the role of being a platform for the management and the customers to interact closely and understand each other. Given all these, Posse Ride should and does play a pivotal role in the HOG event mix. It fulfills all the above said criteria and hence happens to be novel in the manner of not being a rolling rally or other such short-term events. The Posse rides bring a sense of spontaneity and a strong sense of community amongst the riders. It offers a chance to rekindle old friendships, a challenging endurance ride and a nice vacation. The event also helps in attracting new buyers, and “Maverick” riders; and helps convert them to long-term, loyal customers. Overall, the Posse rides focus more on the love of riding and getting HD closer to the

• Involve customers in deciding the routes – A lot of people may be left out because of the routes that are decided by the company executives. Involving customers in the process could result in more number of people signing up for the rides.

• Develop an online community for the HOG – Beyond events that the company or local chapters organize, the HOG should work upon creating an online social community where the HOG members can connect and interact with each other. This will facilitate even more positivity about the brand.

• Focus more on Rolling Rallies rather than destination rallies as they enhance the entire Harley Davidson experience.

• Managing the participants – The participants come from across age groups, both young and elderly. However, the two groups might not gel well together, so the company must ensure that the sub-groups of 25 people are formed in such a way that contains people from similar backgrounds to avoid any