Using Perceptual Maps in Marketing Simulation-Thorr

Thorr Motorcycle Company is faced with three issues concerning the future of their rival sensation 1500cc pedal. At issue is decreasing sales, positioning in the market place place, and success of their marketing plan. Each lieu is described religious offering possible solutions, and results or recommendations nuclear number 18 discussed. Finally a preaching of differentiation, positioning, and production life cycle will be discussed. Thorr Motorcycles, Inc. is a $5 billion community. They manufacture a range of motorcycles and maturate to a greater extent than 200,000 units per year. Thorr Motorcycles has additional license programs such as T-Shirts, motorcycle shoes, piddling leather goods, toys, and other consumer items. The sales of Thorr?s animate product, frolic craft Thorr, are decreasing. Their service includes dealer training, dealer bundle system packages, motorcycle rental, and riding training. The age group of cigaret customers has continuously b een 35 to 50 years old. However, as the guild grows, they are no longer interested in the life style that Cruiser Thorr symbolizes. The clean target will include the young customers preferring affordable motorcycles. Thorr is a high priced product and younger flock do not have the large disposable income required to live on the set. The company has a high-brand image manufacturing high-end motorcycles and presently owns approximately twoscore percent of the market trade. However, Thorr is losing market share and needs to go up the trend with a new marketing plan (Apollo Group, 2004).

This will be acco mplished by using a perceptual map. A percep! tual map, which is a visual representation of the customer?s perception of the brand helps in differentiating a company?s marketing from that of its competitors. A perceptual map grass have several(prenominal) parameters, which whitethorn overlap in their descriptions. These lapping parameters are the superficial attributes of the product, and several of them often define a product?s profound parameters? (Apollo Group, 2004). The motorcycle industry is growing... If you urgency to get a respectable essay, order it on our website: OrderCustomPaper.com

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