Perceptual Maps in Marketing Simulation

Perceptual Maps in Marketing Simulation

Tina Basso

MKT/421

March4, 2013

David Rubenstein

Perceptual Maps in Simulation

The simulation of Using Perceptual Maps in Marketing, Tina acted as the marketing manager along with helping her is Benjamin Boa as the chief executive officer, Chris Winters as the chief engineer, and Meredith Killgore as the market research manager. The team is to help in constructing a perceptual map to help the business Cruiser Thorr. This is a very popular motorcycle company, and it is important to differentiate from the competitors. There are different things to consider when considering building a new motorcycle. Customers know what features he or she wants on a motorcycle, and some may just have an idea on what he or she wants.

The parameters chosen were the Lifestyle Image, price, quality engineering, and the product design and styling. Choosing the lifestyle image is important because people look at this to determine what to buy in a motorcycle. The price is important because if something is too expensive it will not be bought. Lowering the prices will affect the brand image so the prices will not be lowered. The product design and styling is important a person a person will not buy a motorcycle if it does not have what he or she wants on it. This is limited perspective using this. The quality engineering is important because if the product breaks down, people will not be riding it or sending friends and family to the store or website to purchase one. This covers almost every aspect of the motorcycle. The services the one parameter that should have been used because it is simple and time tested ways of ensuring the customers loyalty and keeping the distributers happy along with the dealers.

To help with the marketing strategy, the team thought it would be good to launch a new motorcycle, RRoth between the price ranges of $13,000 to $15,000. The team spent $12,200 this is a lower price, but it will be acceptable for the...