1.How does Harley-Davidson build long term customer relationship? As a company who sold more than 900,000 units of motorcycle, Harley Davidson must be made a very good relationship with its customers, especially the long-term customers. We all know that Harley-Davidson users are not only men, but also women. Even in some products, they make teenagers ride them too. So that, the company needs to keep their relationship in the right ways. In a case, Harley-Davidson Company builds a good relationship to the customers by shortening the distance between the company and its customers.
They make a community in every genre or style, by website especially. For example in an area or in young executive forum, and also Harley-Davidson make the community for the female users. Those people often make a touring event with all the community members. Harley-Davidson also make a gathering event to celebrate the Harley-Davidson anniversary in every single year until now. The informations are available in the website. Included the gathering date for the communities and events that will be held by Harley-Davidson Company.
Usually, the communities had been included in a group that facilitated by the company, it called Harley-Davidson Owner Group (H.O.G). Everyone who joins in this group can get a lot of benefit.
There, they can share every experience they got when ride the motorcycles. In the other side, the company can reach the advantages too. They give the members the information about the newest Harley-Davidson product to the customer. This way will help the company to promote, so they can expand the market of Harley Davidson selling. In the same time, if the customers have a problem about their ride, Harley-Davidson Company can help to solve. It is going to make the costumers feel satisfied.
Thus, the good relationship between both of them will be existed, because the key of Harley-Davidson Company’s long-term relationship is about customer satisfaction. Harley-Davidson boasts the largest, and arguably the most loyal, company-sponsored owner’s group in the world. It recognizes that its most important marketing tool is the network of individuals that ride Harleys. For this reason, Harley-Davidsonengages its customer base through company-sponsored travel adventures, events, and other things such as clothes and accessories both for riders and for those who simply like to associate with the brand.
2.What is Harley-Davidson’s value proposition? Harley Davidson offered the customers the luxurious of riding. Harley-Davidsongives them many choices of product so the customer could choose based on what they want as a Harley Davidson buyers. Harley-Davidson is not only sell the product for man but also for the woman, this company make many new inovations with create a product with the female style. After that, harley davidson also produce the accesories for the owners such as jacket , leather jacket, helmet, gloves, eyewear and so forth. It makes the rider style are more sophisticated than others can.
The greatest thing of all is the customer can decide and design by them self of their Harley-Davidson. Price that the company make to the customers is equal with the quality and the features that Harley Davidson give to the customers. It is very suitable for the people who looking for the experiences, because they will never feel like they ride the other motorcycle because every product has an exclusive appearance and design which will make the owner feel the special atmosphere when they using Harley. It stands for independence, freedom, individuality, expressing one’s self, adventure on the open road, and experiencing life to its fullest.
3.Relate the concept of customer’s equity to harley davidson. How does harley davidson’s strategy focus on the right relationships with the right customers? Harley-Davidson Company had managed the customer equity well because they had been successes building the right relationship with its customers. The company created a potential profitability like a “True Friends” so that they could make high profitability. As we know before, the customer of Harley-Davidson got the taste and strong fit that the company offered, because of HD Company gave all of the customer’s needs in the right way.
With more than 900,000 motorcycle units of motorcycle sold, it proves that there had been built a long-term relationship. There are continuous relationship between the company and the owners. HD Company really changed its customer become loyal customer, so they turn into “True Believers”. The Consumer will always back to buy the products because they felt satisfied about the services. In addition, the websites that facilitating the interaction between HD Company and the customer, or the customer with other customers, also supports to continue the relationship between all of them.
They can shared own experiences, tell about the feeling when using HD products, gather with the other people, HD company also can give some advices when the customer get their problems, and then many activities, so the company and the owners can attract each other to build further the right relationship. It will more increase the profit potential caused of the communities or H.O.G must be loyal. For example, sometimes, people will buy all of the Harley-Davidson company’s products not only the motorcycle, because of the good relationship.