Perceptual Maps

Perceptual Maps in Marketing Simulation

University of Phoenix

Dr. Mark Vitale

November 29, 2010

Abstract

The new market manager of Thorr Motorcycle, Inc. will discuss the decline in sales of the CruiseThorr motorcycle and make the recommendations from data obtained using perceptual maps, outlining the marketing mix, marketing and positioning strategies, the relationship between differentiation and positioning, and the life cycle of the CruiseThorr.

Perceptual Maps

The new market manager of Thorr Motorcycles, Inc., a $5 billion manufacturer of the CrusieThorr motorcycle, must outline a marketing strategy to increase Thorr's market position because of decrease in annual sales.

The determination of Thorr’s position in the industry results from comparisons of the CrusieThorr against competitor’s brand. The information collected shows Thorr’s decrease in annual sales is a direct result of consumers between the ages of 35 and 50 changing lifestyles and aging out of motorcycle purchases.

The results of the initial market research outline the perception of young adults between the age of 21 and 35 is that CruiseThorr is too expensive with limited service capabilities as the two main reasons for dissatisfaction with the brand. The marketing manager acting upon the data obtained chose four fundamental parameters of Lifestyle Image, Service Offerings, Price, and Quality Engineering to create a perceptual map to ascertain the potential of young adults to purchase the CrusieThorr.

The use of these parameters to create a perceptual map provides Thorr with a visual tool to identify opportunities to increase customer satisfaction among young adults with low disposable income. In addition, help Thorr define and understand customer perception, attributes of the brand important to consumers, rating of the company compared to competitors, and comparison of sales to determine the company’s market share and position in the industry.

Positioning Strategy...