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Using Perceptual Maps In Marketing

Using Perceptual Maps in Marketing
Angela D. Nicol
University of Phoenix
MKT 421Marketing

“Using Perceptual Maps in Marketing” is a marketing simulation that dealt with Thorr Motorcycles. Thorr Motorcycles is considered a high brand image of motorcycles, manufacturing 200,000 motorcycles a year. The simulation clearly states that all companies have to differentiate their marketing strategy in a way that distinctively separates then from their competitors. Positioning and differentiation are the most important components of Thorr’s marketing strategy and tactics. One way that a company can gain help in this positioning is o use a visual representation of the consumer’s view of the product.
The image that Cruiser Thorr symbolizes is one of freedom, mobility, and masculinity. Thorr motorcycles are experiencing a decline of sales and a need to change the consumer’s view of their motorcycles in order to increase their profits. The main objective of this simulation is to allow students to apply information and construct a perceptual map that can be then used to develop an effective marketing plan for Thorr Motorcycles that will assist them in regaining their sales and position in the market. The simulation was broke down into three separate phases, and each will be discussed in detail in this paper.
Phase One: Where is thunder
The first phase of the simulation is to establish the marketing position of the Cruiser Thorr. This is done by constructing a perceptual map using four different parameters. The four parameters that the author chose to use for the perceptual map are service offerings, quality engineering, price, and lifestyle image. When choosing parameters the author began to notice that the polygon changes its size depending upon which parameters are selected. The simulation provides the user with a small definition as to why these parameters were a good choice.
Lifestyle image can be considered the most important role in the production of...