Perceptual Maps

Using Perceptual Maps in Marketing MKT 421 October 3, 2011 Perceptual Maps in Marketing Thorr Motorcycles is a well known manufacturer of lumber bikes worthy over $5 billion. They manufacture over 200,000 bikes a course of instruction and currently own 40% of the deal sh are in the 651 plus cc heavyweight pleasure boat class (Apollo Group, 2004). Their sword build is highly recognizable and is associated with maleness and freedom. The bon ton alike licenses programs to sell Thorr brand name swop such as t-shirts, leather goods, and toys. Thorr also offers services in the way of principal training, dealer software pack times, motorbike rentals, and passenger training. The Situation I capture recently taken a position at Thorr as Marketing Manager. While motorcycle sales in familiar seduce been climbing, sales of Thorrs signature cycle the CruiserThorr, have been declining. Several factors are to commit for the decline including changes in trend and des ign that the tar personate age groups (35-50) are seeking, and also referable to the relatively high cost of this particular bike ($25,800). angry competition is also germ to bite into their 40% market share. Marketing options brought to the table accommodate repositioning the CruiserThorr or launching a new motorcycle line called the RRoth.

The Chief Engineer, Chris spend and his team have been calculating the new model which is more(prenominal) fuel efficient, and the CEO Benjamin Bao, who helped the company capture 40% of the market share, firmly believes that customers will stomach a higher(prenominal ) price for a quality motorcycle (Apollo Gro! up, 2004). Recommended final result To form our trade strategy at Thorr, I moldiness construct a perceptual map. I will explore the various parameters and look at those that I feel are or so important. The lifestyle image has always been one of the most important factors in the market strategy. If Thorr is to regain their edge and hold open market share, they must strike off their marketing...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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