Using Perceptual Maps in Marketing

My recommendation was repositioning Cruiser Thorr by providing financing and more services to consumers. Providing financing and more services to consumers will open up the target market to younger customers without compromising the image of Thorr Motorcycles with consumers. The changes I suggested were simple and will not affect the lifestyle image or cause an increase in the price of the product.

Cruiser Thorr pricing needs maintained to not affect the lifestyle image of the product with consumers and avoid closing out the younger market. Promotion recommendations include publicizing through Hollywood films, organizing parties for owners, providing giveaway merchandise, and offering insurance and protection plans for consumers. My chosen promotional strategy will help to increase the span of the target market while broadening the publicity of Cruiser Thorr. Placing recommendations include the internet (manufacturer’s web site) and dealers. Including web site access about the product and services offered will help to extend the target market of the product and allow dealers another tool for directing potential buyers to accessible information about the product. The services recommended include provision of training to dealers, customization options, and financial services. Provision of more services to dealers will increase satisfaction and knowledge, thus increasing sales potential. Customization options and financial services will help to extend the target population to younger consumers while also retaining or increasing satisfaction with older consumers.

Results

The results of my recommendations increased the perception of consumers on considering the purchase of a Cruiser Thorr motorcycle. Lifestyle image was maintained by improving the services offered. Adjustments to the market strategy allowed for the organization to maintain high quality engineering thus portraying the engine of the Cruiser Thorr as the best. Pricing of the product is expensive and...