case analysis ..

Harley-Davidson Few brands engender such intense loyalty as that found in the hearts of Harley-Davidson owners. Long ago, Harley-Davidson realized that the best way to create lasting relationships with its customers was to understand them on their own terms. The company spends a great deal of time and money in pursuit of that goal. It wants to know who its customers are, how they think and feel, and why they buy a Harley. That customer-centric strategy has helped build Harley-Davidson into a multibillion-dollar company with the largest company-sponsored owner's group in the world. Harley-Davidson has learned that it sells much more than motorcycles. The company sells a feeling of independence, individualism, and freedom. These strong emotional connections have made Harley-Davidson ownership much more of a lifestyle than merely a product consumption experience. To support that lifestyle, Harley-Davidson recognizes that its most important marketing tool is the network of individuals who ride Harleys. For this reason, Harley-Davidson engages 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, After viewing the video featuring Harley-Davidson, answer the following questions about managing profitable customer relationships:

1. How does Harley-Davidson build long-term customer relationships?

2. What is Harley-Davidson's value proposition?

3. Relate the concept of customer equity to Harley-Davidson. How does Harley-Davidson's strategy focus on the right relationships with the right customers?