Using Perceptual Maps in Marketing: Thorr Motorcycle

Thorr Motorcycles is a $5 billion company that manufactures 200,000 motorcycles a year. It also licenses T-shirts, shoes, leather goods, toys, and numerous other consumer items. The company also offers work which include: dealer training, dealer software packages, motorcycle rental, and passenger training. The company has a high- speck image manufacturing high-end motorcycles and currently owns approximately forty percent of the marketplace share.

Thorr Motorcycles Situation

The challenge for Thorr is that the industry is developing annually, precisely sales of its high-end product are decreasing. The reason for this loss of market share is that the target customers of its high end product is growing older and no longer identify with the lifestyle Thorrs strike off represents, and junior people do not identify with that tick image either. In addition, Thorr is a high priced product and younger people do not have the large available income necessary to support the brand. The simulation challenged you as the new trade Manager to ascertain CruiserThorrs position in the market and go up the downward trend.

Recommended Solutions and Results

The first step in the simulation is to tick off the positioning strategy of CruiserThorr using a perceptual map. at that place are four parameters that must be selected in the simulation.



I chose lifestyle image, because the companys brand is its strongest asset and it is important that we continue to build up and realize the power of that attribute. Lifestyle image is what influences people to demoralize into the image rather than the functionality of the product. Next, I suggested product design and styling because it builds brand loyalty and provides satisfaction by tapping into the customers emotional needs. Next, I suggested operate offerings because that is an easy to ensure customer loyalty while safekeeping dealers and distributors happy. Finally, I suggested price because price is what drives...

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