Perceptual Mapping

University of Phoenix
Perpetual Mapping Simulation
MKT/421
Rhonda Brogan
November 8, 2010

Percepetual Mapping Simulation
Percepetual mapping is a graphic illustration of data by rating scales (University of Phoenix, 2010). Of course a percepetual map is only as accurate as the information given to create the map. The parameters must be fundamental to your product and it must be important to your customers (University of Phoenix, 2010). Perpetual mapping is considered one of the marketing techniques that can provide information directly for strategic marketing planning. Percepetual mapping allows the planner to see both the consumer and the competitor at the same time. Thorr Motorcycles, Inc. is a multi-billion dollar company that specializes in luxury motorcycles and motorcycle accessories.
Thorr Motorcycles currently produces over 200,000 motorcycles each year. The Cruiser Thorr is one of the company’s most well known motorcycles. It has taken over 40% of the market for similar motorcycles. The Cruiser Thorr has begun to decline in sales and it is believed to be because of the change in the customer base. The younger customers coming in to purchase a motorcycle are not looking for their parents’ motorcycle. The Cruiser Thorr is geared more towards an older customer. Also, the Cruiser Thorr has a higher price tag than other motorcycles and the younger generation are not able to afford it. Thorr Motorcycles marketing team created a percepetual map to look at the Cruiser Thorr and see what options are available tot hem to offset the declining sales.
Phase one of the percepetual mapping for Thorr Motorcycles is choosing four parameters for the Cruiser Thorr Motorcycle. The first parameter chosen was lifestyle image. This was chosen because lifestyle image is a crucial part of the buying decision for a motorcycle. Many customers are looking for the freedom of the open road rather than functionality.
The second parameter chosen was quality engineering.... [continues]

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