October 22, 2012
Perpetual MapsPage 2
Thorr Motorcycles, Inc. is a $5 billion company that manufactures different models of motorcycles. One of the high brand images in this company’s market is the CruiserThorr power cruiser model. Although this is a high brand, sales have begun to decrease. The company has blamed the declining sales on the high cost and the aging target market. A marketing plan must be enforced to revise the failing sales. The use of a perpetual map will be different from that of competitors. Perpetual maps in marketing can help a company to know what the consumer expects in relation to the product a company is marketing. The Situation
The perceptual map was helpful in regard to what the consumers preferred before and today. In its day, the CruiserThorr was stylish, powerful, and well-built. In past sales, older consumers showed more interest because of the motorcycles prestige. The target market has changed from the older generation to the younger. A decision has to be made regarding whether to reposition the CruiserThorr or market the RRoth. The RRoth is a less expensive brand of motorcycle but still maintains the coolness while maintaining a superior brand. The simulation has helped the company to make this decision. This decision is not one to take lightly because the success of the company depends on it.
The CruiserThorr is still sold, but pricing is affecting the decisions of many consumers. The RRoth shows a well-built, inexpensive, a superior brand, and yet maintains a coolness consumers are looking for. An issue that surveys have shown is consumers want financial services when purchasing a motorcycle. One possible outcome for financial services Perpetual MapsPage 3
would be the cost of the Thorr could potentially rise. Thorr’s market value has lost value over some time. Repositioning the...