Thorr Motorcycles

Thorr Motorcycles is a 5 billion dollar company that manufactures various models of motorcycles. The Thorr Motorcycle company produces a motorcycle called CruiserThorr, in which we will take a look at a perceptual map simulation for. A perceptual map is a visual representation of the customer's perception of the brand, which helps in its positioning (University of Phoenix, 2013). This paper will also discuss the three major phases in the simulation, Positioning Strategy, which determines differentiation based on Product, Price, Promotion, Place and Services.

A motorcycle manufacturer power cruiser model, provides the company a high brand image in the market, but sales are decreasing. The company contributes the decline to the aging target customers who purchase the cruiser as a lifestyle symbol, and the high cost of the motorcycle. Thorr must reverse the falling sales by developing a marketing plan with the use of a perceptual map that differentiates from competitors, and clearly position the company (University of Phoenix, 2013).

The key to preparing a perceptual map for the CruiserThorr motorcycle is the selection of the proper parameters.

is a visual representation of the customer's perception of the brand, which helps in its positioning. A perceptual map can have several parameters which can overlap in their descriptions. These overlapping parameters are the superficial attributes of a product, and several of them often define a product's fundamental parameter. Based on the research the best four parameters for the CruiserThorr are lifestyle image, price, service offerings, and quality engineering. According to the University of Phoenix simulation (2004) , the parameters are a good choice for the following reasons: "Lifestyle image is the most significant role in the motorcycle trade. Lifestyle image, product uniqueness, engine capacity, product design and styling, and similar features represent the image of a brand. Elevation of these characteristics on a perceptual map indicates the product image is also high. Lifestyle image is the strongest attribute because it persuades customers to purchase the image instead of the operational attributes. Quality Engineering includes most aspects of a product from sourcing the best material to high quality production to superior styling. A motorcycle brand cannot maintain a high brand image without this attribute. Service offerings are time tested ways of ensuring loyalty among customers, dealers, and distributors. Customer loyalty is greatly enhanced