Perpectual Maps

Essay by DOUG1University, Bachelor'sA, September 2013

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Using Perceptual Maps in Marketing

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Using Perceptual Maps in Marketing

Thorr Motorcycles Inc is a multi-billion dollar company, which caters to 30 to 50 year olds. They manufacture motorcycles, producing over 200,000 units per year. They also offer other services such as; rider training, dealer training, dealer software packages and motorcycle rental service. In this paper, I will discuss the simulation I completed acting like a marketing manager.

In the first situation, the simulation explained how their sales have decreases gradually over the last few years and a lot of decrease has been noticed in the past few years. The reasons for the decrease sales is that the age they cater the lifestyle image to is getting older and they are not able to live the lifestyle due to their age, also the younger crowd is not interested in Thorr Motorcycles due to the style and price of the motorcycles.

Due to these reasons, a new marketing plan needs to be drawn up in order to put Thorr on the fast track back to the top of the motorcycle industry. The simulation asked me to select four fundamental parameters that relate to the industry and that Thorr will have the best potential out of.

The four fundamental parameters I chose were price, quality engineering, service offerings and lifestyle image. I chose price because out of all the competitors Thorr has the most expensive price and in order for Thorr to rise in sales again would be to make their motorcycles more affordable so they could cater to the younger crowd also. Also price is one of the biggest decisions makers when a customer decides...