Thorr Motorcycles

In: Business and Management

Submitted By j2thea
Words 958
Pages 4
Thor Motorcycles, Inc. xxxxxxx MKT/421
March 26, 2013

Thorr Motorcycles, Inc. Thorr Motorcycles, Inc. is a five billion dollar company that manufactures high-end motorcycles for a commanding forty percent of the market share. Viewed as a high brand image, Thorr Motorcycles, Inc. manufactures more than 200,000 motorcycles every year. On top of that, they also offer services including motorcycle rentals, dealer software packages, dealer training, rider training, and motorist riding apparel. In this simulation, the problem at hand is their line designed for the age range of 35 – 50, and the decrease of interest and sales for that particular bike. The reasons for the decline in sales is due to the age bracket it is designed for losing interest in the product and lifestyle, while the younger groups typically do not have the money available to purchase that style. This is a rising issue and is causing Thorr Motorcycles to lose market share although they are still a successful company. Thorr has realized this issue needs to be addressed immediately before too much of the market share is lost, therefore, they have brought me in as Marketing Manager in an attempt to create a perceptual map and re focus the marketing and advertising strategies. During my time at Thorr I am expected to establish parameters, decide whether to reposition the existing brand or launch a new product, and develop new parameters based on sales surveys of the new product. The CruiserThorr is the motorcycle that I am looking at to create a perpetual map and establish new strategies for. The four fundamental parameters I used for the perceptual mapping are: lifestyle image, service offerings, price, and quality engineering. Lifestyle image was chosen because of the important role it plays in the motorcycle industry, as it is what the consumer thinks about the product.…...

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