Perceptual Map Marketing Essay

The purpose of this document is to illustrate the nurture contained within the Perceptual subroutine Marketing role model and relate to its information as practical and important. Contained in the simulation were three phases, each(prenominal) of significant importance. We get out include in this document the situation, the recommended solutions and the results.We exit treat the multiple marketing aspects that were revealed within the simulation and we will attempt to bring forth satisfactory responses to the various points which arise out of the relationships between differentiation and aligning of crossroads or services and what the impact of the product life cycle on marketing is. It is the hope that after reading this document there will be a clear concept of what the results of this simulation were and how they atomic number 18 pertinent to the papers mission. All good things energise a stage and cabin cruiser Thorr was no exception.We learned about the meaning behind the round. The simulation showed how to create and employment a perceptual map using the cycle per second as a primary example. When using the Perceptual Map it and then became clearly more evident which direction the marketing goals should take to necessitate on its back the heart and soul of the Morotcycle brand. In selling thousands of motorcycles a year the Thorr Motocycle company has created a client base satisfactory of supporting their imense variety of choice that is given to the consumer. Ein truththing from the type of engine to how many people can ride the bike.They sell accessories such as preventive gear, clothing and even little models for children. The services they offer to their customers ar that you would inquire from a first rate bike shop. Our task is to set up a positioning strategy, a perceptual map and create the parameters that will become vital to the product as it will be the customers sole(prenominal) information before making a major pur chase. For decades now the application of motorized bikes have been on the ries. Even with this evident truth plunk for by consumer research the top selling item that Thorr Motorcycles is creating representms to be dwindeling.The pellucid conclusion that we atomic number 18 coming to to is that their target customers are in the decades of their 30s work on almost 60s and through the proccess of life seem to have lost interests in what Thorr stands for. No longer are these men rebels or out to be wild as Steppenwolf would say. Any consumers who are younger are only non capable of affording the high price tag associated with a Thorr bike which ranges in the high 20 to low 30 thousand sawhorse range. Younger riders are more apt to buy less expensive, speedy riding bikes that are the exact opposite of the image that Thorr stands for.We are issue to solidify prowl car thorrs postion in the market by creating its Perceptual map. There are four basic parameters that are releva nt to the entire scheme of biking industry which reflect the highest chances for Cruiser Thorrs survival. These are the four parameters life-style image, product design and styling, service offerings, and price. The selection of lifestyle image is almost a no brainer as it is the backbone of the Cruiser Thorrs previous success. The entire bikes thriving enter is built upon a re installation that having their bike is a status symbol.The aforementioned(prenominal) reason that people buy Starbucks instead of simply brewing their hold coffee at home. Unlike other industries, transportation specfically speaks to the identity of the soul who has the item. They will spend much of their time utilizing their vehicle. In no vehicle type is this more relevant than in bikes where people will see the bike and there will be no windows, walls, or doors privacy the rider from the world. Everyone will see who the rder is and that is why Product Design nd Styling are so vital to its success. The bike and the rider are one.Man and machine moving along the pavement together. The service offerings are probably the most second important aspect to a vehicle other than the price. Maintanence and such can get very expensive very quickly. Assuring that you are taking care of you customers and looking out for their tumesce being is primary in the grand scheme of all things. At the end of the design of course is always the most important aspect. strive up and price. The price is affected by many, many things. Among these things is engineering, construction, materials, labor, transport of the bike itself.The tout ensemble purpose for this bikes creation is ot make funds. To make money you must have a clear marketing plan. Due to this distinct fact we have restructured Cruiser Thorr and decided to not create a new bike. It is imperative to keep the Cruiser Thorr in production if Thorr is passage to keep making motorcycles. It is the bike that has built their empire. It woul d be as if Levis stopped selling 501 Jeans. We instead create a financing resource that gives the consumers with less money an opportunity to own a Cruiser Thorr.With increase service options will be able to make rational hotshot of the high price that we will be able to keep at the same price. For advertising it would probably be a good belief to put some endorsements in race tracks, hook up with a popular drink brand like MONSTER and maybe make a Monster Bike that can ride around. We can likewise take a page out of the GM book and put our bikes into movies and on television for product placement. The menses straegy is based on price, product, location, current pomotions and services offered.With the goal of repositioning the product in an attempt to run into the competions hold on the market because we will move the parameters into concurrent thought forms and proccesses making us and our strategies the same as the competition. We spang that there are four key factors that are represented by stages in a products life cycle that are important for the marketing officer to know and understand. The four stages introduction, growth, maturity and decline. Once a product reaches the stage of its full maturity it is time to revisit it with the hope of making improvements.If this is not done the product will very quickly enter the declining stages of its life cycle. This is the reason that Cruiser Thorr started to drop its sales figure. Their product had reached its maturity. Their current customers were old and any knew ones had no idea what Cruiser Thorr, the brand, stood for. For this reason we had to reinven and improve their bikes. It was necessary to compete. It is the hope that we have together reached and address the various key points necessary to form a graps of the information that was provided. We have described the three major phases in the simulation.The situation and the recommended solutions have been intercommunicate along with what our resul ts were. We have talked about the different marketing aspects and answered the different question sthat were arisen between the relationships of differentiation and positioning for each of the products and services and its impact. It was the inclination of I to create a solid understanding of the purpose and use of Perceptual Maps in Marketing. References All information was taken from the Perceptual Map Marketing Simulation provided on the University of Phoenix website.