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Thorr Cruisers Paper

In: Business and Management

Submitted By mdelapena
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Thorr Cruisers Paper
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MKT/421
October 11, 2010 Instructor: Name

Thorr Cruisers Paper

In the Thorr Cruiser simulation, the sales of Thorr Cruiser have been decreasing steadily. This forced the need to redevelop the company’s marketing plan, which includes the determination of whether to introduce a new line of motorcycles. The simulation educates the student with the interpretation of the market research data using a perceptual map. “Perceptual mapping can be used to give you that additional insight into the current position of your product and its potential in the face of competition” (Outsourcing2India, 2010). The simulation uses this technique to analyze the perception of the Thorr Cruiser to ascertain the reasons for declining sales and to formulate a strategy for improvement in the positioning of Thorr Cruiser. The improvement of the positioning of Thorr Cruiser will rely on implementing changes in the company’s marketing mix. The marketing mix refers to the combination of product, place, promotion, and pricing strategies. The final marketing mix that will help reposition Thorr Cruiser.
While running the simulation the marketing mix used was price, services, engineering, and financial options. Price is important to position Thorr Cruiser as a premium product. Pricing affects the perceptions of customers and so lifestyle pricing has been used. In addition, lifestyle pricing will support quality engineering so that the Thorr Cruiser that rolls out as the best motorcycle with the quality better than that of any other motorcycle. Service offering is an important attraction. The level of quality will go a long way in improving the positioning of Thorr Cruiser and increase its sales volume. Another important factor selected is that of quality engineering.
Quality engineering on one level means that Thorr Cruiser will maintain its high…...

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