This website uses cookies to ensure you have the best experience. Learn more

Harley Davidson Posse Ride. Essay

2888 words - 12 pages

Outline* Posse ride II History/development* Current marketing method- Holistic marketing approach- Radical marketing policies* Evaluation of Relationship marketing in the posse ride* Improvements for the posse ride* Conclusive summary* Exhibits and referencesExecutive Summary:A Harley-Davidson motorcycle is more than just a mode of transportation. So, while Harley Davidson is dedicated to continuous innovation, it has to opt for evolution to preserve the features that make a Harley Davidson exclusive - Posse ride is one of the key features.The Posse ride builds resonance between different members of the HOG community. The stories narrated by riders attract non Harley and HOG members alike. The Posse ride presents an opportunity to gain feedback from customers in an environment of intimacy. The Posse Ride links riders together into a broad community. The rite of passage provided during various rallies legitimizes the exclusivity of the Harley Davidson brand. Brand reinforcement leads to more sales and profits. In addition, it provides dealers avenues to generate more revenue.Only 1 of every 2000 members took part in the Posse ride. Repeating successful routes attracts new riders who have heard stories from other HOG members. Using the same route leads to greater efficiency and builds better relationship with dealers. Harley Davidson should also utilize the experience of existing riders in ironing out rough patches on existing routes and building new routes. This would lead to active participation from members in creating new rallies and increasing participation as well. Harley Davidson needs to follow up with Posse participants after the rally as well. This would provide Harley Davidson with well settled views and input for improvement on the rallies in future. Harley Davidson should also add spontaneity to each event. This would provide the riders with flair of expecting the unexpected. In order to understand and gel with the customers Harley Davidson should increase the involvement of employees in Posse rides. The involvement should not be from outside but they should actually ride with HOG members and experience the same feeling. This would enable employees to build lasting relationship and gather feedback from riders.Through the Posse Ride we can target three critical areas - Retention, Customer Satisfaction and Brand Equity. By retaining existing customers Harley Davidson can count on them for future rides. In addition, satisfied customers will return to buy bikes from Harley-Davidson and refer friends and family to the bike and Posse. The Posse enables riders to build life long relationships which in turn increases brand value and loyalty. The Posse ride is a way of Harley Davidson making its customers feel more special and gather feedback from them. In addition it enables Harley Davidson to build a brand image and connect directly with customers strong emotional feelings towards their product.The Posse Ride History &...

Find Another Essay On Harley Davidson Posse Ride.

Marketing of Harley Davidson Essay

2435 words - 10 pages . "A prime reason company executives and employees connect so well with their customers is because they are one in the same - their market research begins with themselves! Rich Teerlink, Harley-Davidson, Inc.'s president and CEO, says, "For us, it's a way of life." It's not surprising to walk through Harley's headquarters and see motorcycle helmets lying on top of file cabinets. Harley people ride their bikes to work and spend vacations touring and

Harley-Davidson Inc Essay

2800 words - 11 pages runaway with there market. Another opportunity that has help Harley-Davidson, is when owning a motorcycle gives people a sense of family among riders. This allows people to feel a part of something. Because most of the riders seem to have something in common, and that is owning and riding with other Harley owners. And finally, many states have been repealing helmet laws. Allowing more people to want to ride motorcycles, so they have a sense of

Harley Davidson International Management

5869 words - 23 pages other, shaking hands and talking… So, the message of this ad will be the pleasure to ride with a Harley, without stress and relaxed. So, at the end, the message could be “Ride without stress, let yourself be guided by your instinct”. And above it we could see the slogan “The Eagle Soars Alone”. Other promotions could be present in specialized magazines. Indeed, this strategy could ensure Harley-Davidson to touch more people in the target. This idea

Harley Davidson case study

2434 words - 10 pages OVERVIEW/PROBLEM STATEMENTThe following are the problems of Harley Davidson1. Declining market2. Poor economic climate3. Competition from Japanese manufacturers4. Poor quality of products5. Young Generation not buying the productCOMPANY PROFILEThe Davidson brothers, William D., William S., Walter and Arthur founded Harley Davidson, Inc. in 1903. In the first year, only three motor cycles were produced. In 1904 production increased to eight

Lynna's Portion

689 words - 3 pages our world today. There are a lot of women who love motorcycles and love to ride motorcycles and this is the time for Harley Davidson to gain a bigger female customer base. Women are not seen has the “homemakers” anymore. They are just as independent as a male is and in some cases they are the only parent in the family. By recruiting more women as customers, this could potentially help Harley Davidson in a bigger way by bringing in more men

Harley Davidson Case Analysis

2088 words - 8 pages Harley Davidson Case Analysis In 2007, Harley Davidson was the world’s most profitable motorcycle company. They had just released great earnings and committed to achieve earnings per share growth of 11-17% for each of the next three years. Their CEO of 37 years, James Ziemer, knew this would be an extremely difficult task seeing Harley’s domestic market share recently top off at just under 50%. The domestic market was where Harley’s

Strategic Audit of Harley Davidson

1932 words - 8 pages regarding the brand, as well as determining ways to improve their existing product lines. Seeking to extend growth to the new rider segment, Harley Davidson has partnered with the Motorcycle Safety Foundation to offer Rider’s Edge courses. These courses, offered to new and current motorcyclists, provide the ability for customers to build and enhance their skills and safety of enthusiasts. Riders may participate to learn how to ride a motorcycle, to

Harley-Davidson Marketing Strategies

1306 words - 5 pages In 1903, 21-year old William S. Harley and 20-year old Arthur Davidson the first production Harley-Davidson motorcycle that was hand-built in a small garage in Milwaukee. Today, Harley-Davidson, Inc. employs more than 8,200 people and has 1,110 dealership worldwide. Its corporate headquarters are still located in Milwaukee, Wisconsin. The domestic production facilities are in the Milwaukee area, East Troy and Tomahawk, Wisconsin; York

Harley Davidson

2391 words - 10 pages their employees to facilitate these partnerships.How does Harley-Davidson put partnering with stakeholders into practice? For starters, purchasing a Harley is not the end of the customer relationship at Harley. It is just the beginning. Harley-Davidson has a club, the Harley Owners Group (HOG). It boasts over 600,000 members worldwide and provides its members with reasons to ride such as special events (www.harley-davidson.com, 2004). Harley

Harley Davidson-Marketing Principles

3742 words - 15 pages Davidson is seen as an American Idol and people from India and China don't welcome it in their country. Economic -price increasing for many key raw materials -Harley Davidson was affected by the global economic crisis -confidence in economy is strongly related with the purchase Social -masculine, biker image -aging customer base -Academy of Motorcycling for those willing to learn how to ride a motorcycle -about 10% of the sales go to women

Harley-Davidson

2497 words - 10 pages Harley-Davidson Introduction. Harley-Davidson produces motorhomes, other recre-ational vehicles, and certain components for defense contracts. But by far the largest part of its production is devoted to mo-torcycles, from which it derives its fame. In 1990, motorcy-cles contributed 69% of sales (which were $865 million), and 96% of profits, which were $38.3 million. There are 5,000 employees [S3, p. 1097D]. Target Market. Harley

Similar Essays

Recommending Continued Sponsorship Of The Posse Ride

554 words - 2 pages Satisfaction and Brand Equity. By retaining our existing customer we can count on them for future rides. In addition, satisfied customers will return to buy bikes from Harley-Davidson and refer to friends and family about the bike and Posse. The Posse enables riders to build life long relationships which in turn increases brand value and loyalty. The Posse ride is a way of Harley Davidson making its customers feel more special and gather feedback from them. In addition it enables us to build a brand image and connect directly with customers strong emotional feelings towards our product.

Market Research Implementation Plan: Problem Identification And Project Outline

1468 words - 6 pages Market Research Implementation Plan: Problem Identification and Project Outline From humble beginnings in 1901 to current day, Harley-Davidson strives to build and provide not only a mode of transportation but also a lifestyle. According to Harley-Davidson (2001-2011), the company mission reads “We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders” (Company

Harley Essay

683 words - 3 pages I am recommending that we continue sponsoring the posse ride for the coming years. I am also suggesting we keep enrollment to 400 for at least a couple more years in order to maintain a sense of exclusiveness. A close relationship with our customers is very important in order to create a strong brand image and a loyal customer base. Our customers are a unique group of people, and the posse ride gives them an opportunity to bond with other Harley

Harley Davidson Inc Essay

6910 words - 28 pages " theme. Consistent with this theme adds often show business men taking a ride on a Harley, "just to escape". The company also offered free membership to H. O. G. and other incentives to create the Harley experience. The overall message generated by IIaiiey, was that if you own a Harley you own a piece of American Heritage.Harley Davidson believes in "Compete in Value, Not Price". Harley Davidson is trying to compete with the Japanese bike makers