Perceptual Maps in Marketing: Thorr Motorcycles
Thorr Motorcycles is a company plagued with waning sales of their products. Thorr must make some decisions to boost their sales. With the use of a perceptual map, Thorr will be able to develop a visual representation that will act as a guide to assist the company in regaining their sales and their place in the market. Thorr Motorcycles is suffering from decrease in the sales of the Cruiser Thorr. The company must create a market plan that would reposition Cruiser Thorr or launching a new motorcycle the RRoth, interpreting the market research findings. Company will plot Thorr's brands attributes on a perceptual map to determine how to proceed and increase the company's sales. Thorr insist on maintain their lifestyle image, this image set their motorcycles apart from all others in the industry. To reach a solution for the lagging sales the solutions that have been recommended are reformulating areas of Quality Engineering, Price, and Services. Quality Engineering is one of the principles was built on and a need to emphasize the quality engineering characteristics of the company's products. Some of the aspects Thorr has to capitalize on as part of the quality engineering is the design of the product, style of the product, the capacity and design of the engine, the unique qualities and a good manufacturing process. Quality Engineering reflects important quality is for an organization. If the organization has and maintains high quality in the products, it gives the organization credibility. Price is an important aspect to most consumers. Thorr's products are among the most expensive motorcycles on the market. Many of Thorr's customers are willing to pay the premium price to have the status of owning one of Thorr's motorcycles. The company has determined that price is a major factor of the younger customers who do not have the disposable income for a high priced motorcycle and affects the customer's decisions...
References: Kotler, P. & Keller, K.L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Perason/Prentice Hall.
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