Summary: Using Perceptual Maps In Marketing Simulation

Using Perceptual Maps in Marketing Simulation Summary
Inge Webster
January 18, 2014

Using Perceptual Maps in Marketing Simulation Thorr Motorcycles is a manufacturer of different range of motorcycles, which carries a wide variety of products such as shoes and toys. The image portrayed from the company provides its customers the freedom, masculinity, and mobility of all its products. Thorr Motorcycles is a company that offers a variety of services with dealer training, dealer software, the rental of bikes, and also provides training for individuals that would like to learn how to ride. This organization believes highly of their brand and takes full advantage of the market in which they target for the sale
The recommended strategies are to provide financing options and increase services. This resulted in a good move because it will attract new customers and satisfy what the current customers were already demanding. Financing also impacts the price parameter in a positive way when targeting the younger customers. The price was recommended to stay the same. This was also a good move because decreasing the price could also decrease the motorcycle’s high image. The marketing place should be with dealers, distributors, and internet web sites. The Internet was a good result because of the wide reach. As for promotions the recommendations are to provide giveaway merchandise, publicize through Hollywood films, and offer free test rides. Promoting through Hollywood films was a good result because they have films based on science fiction and technology; these factors can attract those audiences. Services offered should be training to dealers, club memberships, and financial services. Another good move was to offer training to dealer. Training dealers would be helpful because they interact directly with customers, and they can better sell the
The four stages of the product life style are market introduction, market growth, market maturity, and sales decline (Perreault, Cannon, & McCarthy, 2009). The effect the product life cycle had on the CruiserThorr was that the CruiserThorr was in the sales decline stage. The sales had declined because the young target customers could not afford to purchase high priced motorcycles and the older target customers were losing interest in riding motorcycles. Thorr Motorcycles designed and introduced a new motorcycle, the RRoth, in hopes to target a new age group of customers. After the new marketing plan was implemented and put in effect, it was determined that the best strategy was to reposition the CruiserThorr.
Conclusion
Customer expectations had an impact with the help of the perceptual map. The parameters determined exactly what the customer’s needs were and what they were expecting from Thorr Motorcycles. The elements of high image, quality engineering, service, and price developed by the perceptual map customer perceptions were restored and so were the high