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Using Perceptual Maps in Marketing Simulation

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Using Perceptual Maps In Marketing Simulation

Using Perceptual Maps in Marketing Simulation Thorr Motorcycles manufactures a range of motorcycles. It also carries a wide variety of accessories and products from shoes to toys. The image Thorr Motorcycles perceive is that of freedom, masculinity, and mobility. Thorr Motorcycles offers various services, for example, dealer training, dealer software packages, rentals of bikes, and rider training. Thorr Motorcycles believes in having a high brand image in the market. However, sales have declined and therefore, a new strategy must be implemented. The situation The situation for Thorr Motorcycles is the number of the CruiserThorr motorcycles decreasing. The older target customers are growing older and losing interest in riding motorcycles. The younger target customers simply cannot afford the high lifestyle motorcycles. Decisions on the marketing strategy must be made to see what can be implemented to increase sales. Thorr Motorcycles must change the position of this product rather than opting to introduce a new designed motorcycle. Perceptual maps are used to compare attributes of products and services with the competitors to mark their position in the market and this is what Thorr motorcycles will use to find the attributes needed to reach customers again. Recommended Solutions To position a strategy, steps must be taken to choose the proper fundamental parameters. First, lifestyle image is recommended. Lifestyle image plays an important role because it brings out the motorcycle’s uniqueness, capacity, design, and style. This attribute will capture customer’s attention toward the image. The second recommendation is quality engineering. Quality engineering is what covers every aspect of the motorcycles; for example, their design, style, engine capacity, uniqueness, and the quality of

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