Marketing Simulation

Marketing Simulation Paper

In the marketing industry, one has to be able to adapt quickly to continue having success. With an ever changing economy system, a corporation should be able to continue serving their customers and attract new customers as well. In this brief simulation summary, it will be explained how the company Thorr Motorcycles will be able to continue business successfully. With Suketha Evans as a marketing manager, she will formulate a positioning strategy, contrast a perceptual map and choose the perimeters that are fundamental to the product and importance of their customers. The motorcycle industry is growing annually, but the sales of Thorr Motorcycle’s existing product Cruiser Thorr are decreasing. The reason for the decrease in the company is because its target customers of ages thirty five to fifty years old are growing older and are no longer interested in the lifestyle that the company symbolizes. Other factors of the decrease include younger customers prefer low cost motorcycles because they do not have large disposable incomes. Moreover, younger customers do not identify with the companies image and competitors offer more of what the younger customers want. The company and the market manager goal are to reverse this trend with a new marketing plan. There will be assessments and an overview of what needs to take place in order for this goal to be reached.

The four parameters that will be chosen to ascertain the market position of Cruiser Thorr using the perceptual map will include: Product and Style, Price, Cool and Lifestyle Image. The reason the four parameters were chosen is because the market manager took a survey and these four parameters were what the younger customers concerns were. The main concern was the price of the product, due to customers just really wanted a product that was reasonable and cool. In order to attach new customers, the company must conform to what the competitors are offering. After looking at...