Using Perceptual Maps in Marketing Simulation-Thorr

Thorr Motorcycle Company is faced with three issues concerning the future of their vestige sensation 1500cc pedal. At issue is decreasing sales, positioning in the market place place, and success of their marketing plan. Each moorage is described religious offering possible solutions, and results or recommendations atomic number 18 discussed. Finally a preaching of differentiation, positioning, and point of intersection life cycle will be discussed. Thorr Motorcycles, Inc. is a $5 billion community. They manufacture a range of motorcycles and maturate much than 200,000 units per year. Thorr Motorcycles has additional license programs such as T-Shirts, motorcycle shoes, picayune leather goods, toys, and other consumer items. The sales of Thorr?s animate product, pleasure craft Thorr, are decreasing. Their service includes dealer training, dealer packet system packages, motorcycle rental, and riding training. The age group of fall guy customers has continuou sly been 35 to 50 years old. However, as the community grows, they are no longer interested in the modus vivendi that Cruiser Thorr symbolizes. The youthful target will include the young customers preferring affordable motorcycles. Thorr is a high priced product and younger people do not have the large disposable income unavoidable to live on the make. The company has a high-brand image manufacturing high-end motorcycles and currently owns approximately twoscore percent of the market manage. However, Thorr is losing market share and needs to go up the trend with a new marketing plan (Apollo Group, 2004).

This will be accomplished by using a perc! eptual map. A perceptual 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 some(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 total parameters? (Apollo Group, 2004). The motorcycle industry is growing... If you urgency to get a proficient essay, order it on our website: OrderCustomPaper.com

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