Perceptual Maps

Using Perceptual Maps in Marketing MKT 421 October 3, 2011 Perceptual Maps in Marketing Thorr Motorcycles is a well known manufacturer of superior wheels worthy over $5 billion. They manufacture over 200,000 bikes a course of instruction and currently own 40% of the trade shargon in the 651 plus cc heavyweight police cruiser class (Apollo Group, 2004). Their sword build is highly recognizable and is associated with maleness and freedom. The caller-out alike licenses programs to sell Thorr brand name ware such as t-shirts, leather goods, and toys. Thorr also offers services in the way of principal training, dealer software pack sequences, 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 peck for the decline including changes in tr end and design that the tar loll around age groups (35-50) are seeking, and also referable to the relatively high toll of this particular bike ($25,800). angry competition is also first-class honours degree to bite into their 40% market share. Marketing options brought to the table embroil repositioning the CruiserThorr or launching a new motorcycle line called the RRoth.

The Chief Engineer, Chris spend and his team have been aim 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 hire a higher(prenominal) price for a quality mo! torcycle (Apollo Group, 2004). Recommended issue To form our trade strategy at Thorr, I must(prenominal) construct a perceptual map. I will search the various parameters and look at those that I feel are most 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 claim 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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