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 1 0 Pre-ride mean Post-ride mean

Background & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

Posse Ride Feedback Statistics

7 6 5 4 3 2 1 0 Pre-ride mean Post-ride mean

Background & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

Posse Ride Feedback Statistics

7 6 5 4 3 2 1 0 Pre-ride mean Post-ride mean

Background & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

 Harley Owners 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 Increase customer communication Raise post-event survey scores

Raise active membership

Background & Issues

Objectives

Opportunities

Recommendation

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

Provide activities to bring local chapter members together

Background & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

Benefits
Increased customization
Increased integration of Harley Davidson in

customers 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
Chapters organize their own Posse Rides Chapters register & publicize rides with HOG Redesign survey

Organizational Restructure
Hierarchical chapter organization Point system based on participation Rewards for visiting other chapters

Background & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

0 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

Months 6 8

10

12

14

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