Marketing

Perceptual Maps in Marketing
MKT/ 421

Perceptual Maps in Marketing
Thorr Motorcycles, Incorporated builds pedals and bike accessories. Thorr motorcycles currently produce more than 200,000 units (Apollo Group, 2004, p. 1). The company specializes in the police cruiser Thorr, its gamey-end motorcycle. The police cruiser Thorr helps the company maintain five billion dollar sales in its industry. Unfortunately, the current buyers are growing older, and the motorcycle is not attracting new buyers. The marketing team has decided beca call of the moderate in sales that it must make a last to change the marketing of the Cruiser Thorr or launch a new line referred to as the RRoth. The use of a perceptual symbolise volition be necessary to base this conclusion on the best move for the company. The perceptual map will be broken down into three sections.

Phase I
A new age group of consumers is entering the motorcycle industry. The younger age group (21 to 35 years of age) have little disposable income and are looking for a new symbolic representation of lifestyle with motorcycles (Apollo Group, 2004, p. 3). The former(a) factor affecting sales of the Cruiser Thorr is competitors entering the market and pulling sales from Thorr Motorcycles.




The Anazai made by Haruhiso-Daisetsu Motorcycles and Espritiques made by Michelin Motorcycles offer consumers more services and unhorse prices. The fun and safer image also attributes to the loss of sales. Marketing question shows that at the current level the Cruiser Thorr order high on a perceptual map in exactly three of nine areas. The other two motorcycles pull the other six categories. In the price, cool, engine capacity, and safety the Cruiser Thorr rates substantially lower.

The marketing manager for Thorr Motorcycle will use the information from the marketing research to set-up a perceptual map of the company and competitors. The areas needed for positioning strategy are lifestyle image, price, service offerings, and quality engineering. The lifestyle...If you want to get a to the full essay, order it on our website: Ordercustompaper.com



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