Situation
Thorr Motorcycles is a $5 billion company that manufactures 200,000 motorcycles a year. It as well licenses T-shirts, shoes, leather goods, toys, and numerous other consumer items. The company also offers service which include: dealer training, dealer software packages, motorcycle rental, and passenger training. The company has a high- sword image manufacturing high-end motorcycles and currently owns approximately forty percent of the mart share.
The challenge for Thorr is that the industry is exploitation annually, that sales of its high-end product are decreasing. The reason for this loss of market share is that the target guests of its high end product is growing older and no longer identify with the lifestyle Thorrs punctuate represents, and jr. people do not identify with that brand image either. In addition, Thorr is a high impairmentd product and younger people do not have the large expendable income necessary to support the brand.
The simulation challenged you as the new marketing Manager to ascertain CruiserThorrs position in the market and cabbage the downward trend.
Recommended Solutions, Rationale, and Results
The first step in the simulation is to trammel the positioning strategy of CruiserThorr using a perceptual map. in that location are four parameters that must be selected in the simulation.
I chose Lifestyle Image, because the companys brand is its strongest asset and it is important that we continue to confirm and realize the power of that attribute. Lifestyle image is what influences people to purchase into the image rather than the functionality of the product. Next I chose Product forge and Styling because it builds brand loyalty and provides satisfaction by tapping into the customers emotional and esthetic needs. Next I chose Service Offerings because that is an easy to ensure customer loyalty while keeping dealers and distributors happy. Finally, I chose Price because price is what...
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