Using Perceptual Maps in Marketing Simulation-Thorr

Thorr Motorcycle Company is faced with three issues concerning the future of their opinion sensation 1500cc pedal. At issue is decreasing sales, positioning in the market place place, and success of their marketing plan. Each dapple is described religious offering possible solutions, and results or recommendations atomic number 18 discussed. Finally a preaching of differentiation, positioning, and mathematical product 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, downcast leather goods, toys, and other consumer items. The sales of Thorr?s animate product, cheer craft Thorr, are decreasing. Their service includes dealer training, dealer bundle system packages, motorcycle rental, and riding training. The age group of seat customers has cont inuously been 35 to 50 years old. However, as the familiarity grows, they are no longer interested in the life style that Cruiser Thorr symbolizes. The unused target will include the younger customers preferring affordable motorcycles. Thorr is a high priced product and younger bulk do not have the large disposable income indispensable to live on the firebrand. The company has a high-brand image manufacturing high-end motorcycles and presently owns approximately twoscore percent of the market constituent. 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 perceptual map. A pe rceptual map, which is a visual representati! on 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 may overlap in their descriptions. These lapping parameters are the superficial attributes of the product, and several of them often define a product?s of import parameters? (Apollo Group, 2004). The motorcycle industry is growing... If you urgency to get a across-the-board essay, order it on our website: OrderEssay.net

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