- ASSESSMENT 1: CASE ANALYSIS REPORT (15 marks)
The goal of case analysis is to allow you to consolidate what you have learned in the class and from the book chapters and to apply the knowledge in a written analysis of a real world case. This is an individual assessment. For this assessment you should focus on the core issues underlying the case and illustrate the analysis with appropriate and relevant arguments, logic and theoretical frameworks to demonstrate your mastery and knowledge of the case subject matter and alignment with the chapter topics. Background research, analysing the case based on unit relevant topics, models and frameworks as well as strong arguments backed up by credible and relevant data and facts will be crucial in achieving a good mark. In constructing the case analysis, a report format is preferably advised over an essay format.
Q1.What kinds of things have Harley-Davidson done well with its Harley Owners Group (H.O.G.) program to create an extraordinary customer experience that is unique and valuable to its members? (approximately 300 words)
Q2. To enlarge its customer base, what kinds of things would you recommend Harley-Davidson do to cultivate long-term relationships with a younger audience, e.g., aged 18-34? (approximately 500 words)
