week 4 individual - Using Perceptual Maps in Marketing...

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Using Perceptual Maps in Marketing Simulation 1 Using Perceptual Maps in Marketing Simulation Fadi Fayad MKT/421 11/30/2010 Kenneth Peter
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Using Perceptual Maps in Marketing Simulation 2 Using Perceptual Maps in Marketing Simulation Lifestyle image is an important attribute to Thorr Motorcycles, Inc. because it can influence customer to purchase a Cruiser Thorr due to what it represents. The perceptual map is a visual representation of a customer's opinion of the brand. The Lifestyle Image that the Cruiser Thorr represents is freedom, masculinity, and mobility. With the decline of sales, Thorr Motorcycles will need to change the consumer image in order to bring profits to the Cruiser Thorr again. Because marketing is not only selling and advertising organizations must understand how it can affect the product and players in the economic system. The simulation helped to construct and use a perceptual map in order to create an effective marketing plan for the motorcycle brand. The major situations in the simulation where a decrease in the sales of the Cruiser Thorr, creation of a market plan that would reposition Cruiser Thorr versus launching a new motorcycle, and to interpret market research findings to plot Cruiser Thorr's brand attributes on a perceptual map. The solutions that have been recommended are reformulating areas of Quality Engineering, Price, and Services. Quality Engineering was chosen because it encompasses every characteristic of the product. It includes aspects such as the design of the product, style of the product, the capacity and design of the engine, the unique qualities and a good manufacturing process. Quality Engineering can speak volumes as to how important quality is for an organization. If the organization has and maintains high quality in their products, it gives the
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