Harley David

1. Should HD continue to sponsor the posse ride? Why or Why not? What role should the posse ride play in the HOG events mix?

Yes HD should continue to sponsor the posse ride.

Here are some specific reasons

* In line with the company’s “close-to-the-customer” philosophy, this is a great opportunity for the HD management team to understand the needs/desires of the consumer by actually being the customer(management team members riding along with other participants) The Posse ride is a way of Harley Davidson making its customers feel more special and gather feedback from them. In addition it enables them to build a brand image and connect directly with customers strong emotional feelings towards the product.

* This event further bonds all the Harley customers from different geographical locations who share a common passion and culture. They feel very proud about the this culture which is expressed though memorabilia such as T-shirts bought on the ride as a token of participation or shared tattoos of the HD or emblem of the Posse ride

* As these events are routed through the dealers it is great opportunity for the dealer to sell their merchandise, spare parts and generate more revenues. The management will use this as opportunity for dealer visits and to see what’s in their mind and that sort of thing.

* Also it generates lot of excitement in the neighborhood of these rallies to see what this is all about, show up and talk interesting things

Posse ride links riders together into a broader community, offering riders the opportunity to ride greater distances, to meet new and different people, to learn about motorcycling, and to add to their personal repertoire of riding accomplishments

2. How should the posse ride be designed to maximize its effectiveness and profit making potential, should you decide to keep it?

* Having consistent surveys after the rally is over (say in about 2-3 weeks’ time) and feedback mechanisms from the...