Thorr Motocycles

Using Perceptual Maps in Marketing - Thorr Motorcycles Inc

Using Perceptual Maps in Marketing - Thorr Motorcycles Inc
      Thorr Motorcycles Inc is a company that manufactures variety of motorcycles.   Company also holds license to sell T-shirts, motorcycle shoes, small leather goods, toys, and other customer goods.   Company also provides numerous services that include dealer training, dealer software, motorcycle rental, and rider training.   Company holds high brand image manufacturing high end motorcycles.   Currently company controls approximately 40% of market share (Apollo Group, Inc, 2004).
      Thorr Motorcycles, Inc is experiencing decrease in sales of its high-end product, Cruiser Thorr.   Basis of the decrease in sales is in changes in customer behavior.   The target customers of the high-end products are growing older, and younger customers do not recognize Thorr Motorcycles as brand with traditions.   In addition, Thorr’s Motorcycle is does not fit younger customer’s budget.   Thorr Motorcycle Inc goal is to maintain the lifestyle image, and influence the customers to purchase a company’s flag product, the Cruiser Thorr.   With the intention of regaining company market share and company’s image, Thorr Motorcycle Inc will develop a visual presentation that will plot company brands attributes on a perceptual map to determine how to proceed and bust sales.   Perceptual Map is “a marketing research technique in which consumer’s views about a product are traced or plotted (mapped) on a chart.   Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size, etc.   Answers are transferred to a chart (perceptual map) using a suitable scale and the results are employed in improving the product or in developing a new one www.BusinessDictionary.com (2010).   Lifestyle of Cruiser Thorr represents freedom, masculinity, and mobility.
      Thorr Motorcycles Inc needs to determine the market position of the...