Case Code : CLCB023
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
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Harley Davidson, Motor bikes, Harley Owners Group, Brand Community and HOG membership
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Harley-Davidson, Inc. the USA-based motorcycle manufacturing company founded in 1903, is one of the oldest motorcycle manufacturers in the world. In 1983, the company started a brand community named the Harley Owners Group (HOG), which went on to become one of the largest factory sponsored motorcycle communities in the world. The caselet describes the various activities organized by HOG and the role HOG played in helping the company come out with innovative designs.
The quality of the product suffered and it faced a severe competition on its home turf from Japanese companies like Honda and Yamaha who were launching their motorcycles with superior quality standards...
Questions for Discussion:
1. What are the factors which led Harley-Davidson to form the brand community, the Harley Owners Group?
2. How did the formation of Harley Owners Group, help Harley-Davidson to become one of the successful motorcycle companies in the world?