Angela Juang, Bo Brown, Daniel So

Building the Harley-David-son Brand Community

Background & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

Q & A

Agenda

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The ProblemHarley wants to know:•How to truly understand what the customer wants and needs from HOG

Harley Riders:•Don’t feel that Harley understands them•Don’t believe that Harley is an integral part of daily life•Aren’t overly content with HOG

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The Problem

Wou

ld sig

n up a

gain

Wou

ld bu

y ano

ther

Har

ley

Harley

unde

rstan

ds ri

ding

Feel

a sen

se of

kins

hip

Have m

ade l

ifelon

g frie

nds

I und

ersta

nd H

arley

Wou

ld re

commen

d a fr

iend

Satis

fied w

ith H

OG

Harley

repr

esen

ts me

Harley

is pa

rt of

my l

ife

Unique

ly Har

ley ev

ent

Harley

care

s abo

ut m

e

Harley

unde

rstan

ds m

e0

1

2

3

4

5

6

7

Posse Ride Feedback Statistics

Pre-ride meanPost-ride mean

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The Problem

Wou

ld sig

n up a

gain

Wou

ld bu

y ano

ther

Har

ley

Harley

unde

rstan

ds ri

ding

Feel

a sen

se of

kins

hip

Have m

ade l

ifelon

g frie

nds

I und

ersta

nd H

arley

Wou

ld re

commen

d a fr

iend

Satis

fied w

ith H

OG

Harley

repr

esen

ts me

Harley

is pa

rt of

my l

ife

Unique

ly Har

ley ev

ent

Harley

care

s abo

ut m

e

Harley

unde

rstan

ds m

e0

1

2

3

4

5

6

7

Posse Ride Feedback Statistics

Pre-ride meanPost-ride mean

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The Problem

Wou

ld sig

n up a

gain

Wou

ld bu

y ano

ther

Har

ley

Harley

unde

rstan

ds ri

ding

Feel

a sen

se of

kins

hip

Have m

ade l

ifelon

g frie

nds

I und

ersta

nd H

arley

Wou

ld re

commen

d a fr

iend

Satis

fied w

ith H

OG

Harley

repr

esen

ts me

Harley

is pa

rt of

my l

ife

Unique

ly Har

ley ev

ent

Harley

care

s abo

ut m

e

Harley

unde

rstan

ds m

e0

1

2

3

4

5

6

7

Posse Ride Feedback Statistics

Pre-ride meanPost-ride mean

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Objectivesasdf

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 1: Expand Posse Rideasdf

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 2: Eliminate Posse Rideasdf

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Recommendationasdf

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Action PlanDevelop 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

0 2 4 6 8 10 12 14

Months

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Risk Mitigationasdf