Using Perceptual maps in Marketing Simulation
March 11, 2013
University of Phoenix
Cruiser Thorr motor cycle is a virtual organization that envision a depiction of what consumer think of their motor cycle. Cruiser Thorr pride themselves on image and life style freedom, they are currently encountering a decrease in sale which is due to the price of the motor cycle and decline in their target market. Their target markets are older clientele between the ages of 35 to 50. The marketing departments at Cruiser Thorr reposition their product so they can engage the younger generation; they also need the younger generation 21 to 31 like speed, wants good looks and a motor cycle that is priced within their reached. Cruisers Thorr need to redesign the motor cycle with a new lustrous look and price the motor cycle lower so they can keep existing customer and attract potential customers. The Situation: Image and lifestyle freedom are influential quality to Cruiser Thorr motor cycle company, these elements influence customer to buy the motorcycle because of what it signify. Cruiser Thorr signify masculinity agility and freedom, these are attributes that the younger generation like, therefore Cruiser motor cycle need to reposition its high price to fit the market of the younger generation. Sales is already on the decline consequently marketing approach need to change the image portray to customers in order to stimulate sales that would enable Thorr motorcycle to help create and use a perceptual map to initiate an effective marketing approach for the motor cycle brand through a reposting tactic. The primary situation main the simulation is the decline in sale of Thorr motor cycle, therefore creation of a marketing method would change the stance of Cruiser Thorr against sending out a new motorcycle, and to identify market analysis findings to strategy Thorr’s brand qualities on a perceptual map. Recommend Solutions: Price, service offering...