Using Perceptual Maps in Marketing Simulation Summary

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Using Perceptual Maps in Marketing Simulation Summary
Brenda Salima
MKT/421 – Marketing
February 27, 2012
Maureen Murphy

Using Perceptual Maps in Marketing Simulation Summary The situation that is being explained in the simulation states of the declining sales of Thorr Motorcycles’s product, the CruiserThorr, because of its previous customers that are aging and no longer interested in what the product stands for. Another factor for the decline includes their younger customers wanting the motorcycle at a lower price for the fact that they would not otherwise have high salaries as in the older age group. These same young customers cannot identify with the Lifestyle image of CruiserThorr because the bike
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A better quality engine, more finance programs and favorable service options are all on the list of what means more to the potential consumers. Once the organization can include customers’ needs into the market plan, the next step would be to maximize any and all promotion opportunities that can be found. How will this new motorcycle be different from the products in the same industry and how should the company position it? Differentiation refers to any uniqueness of a new product; in this case it will be the sleek and futuristic design that is incomparable to all other bikes. It will be designed with comfort in mind as well. It is imperative for Thorr to focus on what will make their product stand out from their competition. If it is one aspect of the motorcycle, then this one difference should be magnified and optimized in all phases of development. For example if it is a top of the line enhancing exhaust pipe, then it should be the main focus on the bike that buyers are interested in. This will prove to be the main factor to gain momentum in sales and market shares. Positioning is another important factor to creating anything new. Making the decision of placing the RRoth in the dealer showroom floor or exclusively at one particular dealer are marketing decisions that will influence the success or failure of this new product. If the sales approach is to

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