Using Perceptual Maps in Marketing Simulation-Thorr

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

This will be accomp lished by using a perceptual map. A perceptu! al 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 may overlap in their descriptions. These lapping parameters are the superficial attributes of the product, and several of them often define a product?s primitive 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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