“The Harley-Davidson Community”
I. Problem Statement
In 1983, Harley-Davidson established the Harley Owners Group (H.O.G.) in the United States. This group was established because of the developing interest of Harley owners in participating in organised activities with other Harley enthusiasts. Harley Owners Group (H.O.G.) continues to grow in term of memberships because H.O.G. goes international. The researcher of this study seeks to answer this question: How can Harley Owners Group (H.O.G.) maintain & increase their rider’s level of involvement with their products, and enhance a loyalty towards the brand?
1. To be able to know the level of involvement which the Harley rider’s felt towards the brand and their main product; the Harley motorcycle. 2. To be able to know the “Posse Ride” that the Harley Owners Group (H.O.G.) enacted in order to gain brand loyalty among the members of H.O.G. and their involvement with the Harley brand. 3. To be able to establish an actions in order to maintain/to increase more the rider’s level of involvement with the Harley products, and enhance brand loyalty. III. ACA’s
1. Harley Owners Group (H.O.G.) should focus in the “Posse Ride,” they should put more resources into the touring rallies since they are a valuable opportunity to get close to their main customers. Pros – H.O.G. will know the concerns of their customers and also get an idea on how to improve their motorcycles and attendant service. For the rider, membership in the brand community only serves to strengthen their relationship with the brand and with his/her co-riders. This turn leads to increased involvement and a more positive attitude towards Harley. Cons – The destination rallies are very expensive to administer and it requires up to 100 employees to assist with the smooth running events.
2. Harley Owners Group (H.O.G.) should focus on promoting the Harley-Davidson lifestyle experience and bringing the company...
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