Kudler

Perceptual Maps

MKT 421

May 11, 2014

Perceptual Maps

“Thorr Motorcycles, Inc is a five billion dollar company, which manufactures a range of motorcycles, and produce more than $200,000 units each year” (University of Phoenix, 2004). In addition, to selling motorcycles Thorr also gives licensing to other programs to sell other products such as motorcycles shoes, t-shirts, small leather goods, and a plenty of other consumer items. They offer other services to consumers as well, which includes dealer training, dealer software packages, motorcycle rental, and rider training. The image that Thorr holds is of high quality and “controls 40 percent of the share in an oligopoly market” (University of Phoenix, 2004). For years Thorr has promoted the image of their motorcycles as masculine, mobile, and giving freedom. To get insight in this situation and determine why Thorr is going through a decline in sales, Thorr can utilize representation of the consumer’s observation of their motorcycles. Thorr must increase profits and sales so they will need to change the consumer outlook on their motorcycles.

Phase I- The Situation

Phase one show the declining sales of CruiserThorr. According to the readings the motorcycle industry is growing, but the sales of Thorr Motorcycle’s product CruiserThorr, which is a 1500cc power cruiser priced at $25,800 are decreasing (University of Phoenix, 2004). The reduction is because of the maturity of the customers aimed for. The lifestyles symbolized by CruiserThorr for those targeted customers are no longer the same as it was in the past. Furthermore, the younger age group of customers with less income interested in purchasing a motorcycle wants something more in a range they can afford. So to overturn falling sales, a new marketing plan is required. By selecting four fundamental parameters that are related to the business Students are expected to determine the market position of CruiserThorr using a perceptual map, selecting four...