Perceptual Map

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Perceptual Maps in Marketing- Cruiser Thorr

Complete the simulation "Using Perceptual Maps in Marketing" and prepare a summary in which you address the following:

Formulate a differentiation strategy for Cruiser Thorr by changing the market mix at the Price, Place, Promotion and Services levels.

My Performances: Marketing Mix, Lifestyle, price, service offering and quality engineering. - repositioning, financial options- price parameter, increasing service

My Decisions: Maintaining price- Publicize through Hollywood Films- Internet (manufacturer's Web Site), Financial Service and Customization Options,

A. For each of the three major phases in the simulation, describe:
1) The situation
2) Your recommended solution(s), including why
3) Your results

B. Summarize the different marketing components addressed in this simulation by answering the following questions:

1) What is the relationship between differentiation and positioning of products or services? Is the repositioning of the product in the simulation as you had expected it to be? Why or why not?

2) What is the impact of the product life cycle on marketing? What impact did the product life-cycle have on the product in the simulation?

A. For the first major phase is to identify the parameters that are relevant to Thorr Cruiser. The first parameter is that of the extent of contemporariness of Thorr Cruiser. Thorr Cruiser is not perceived to be modern, apart from the old; there are few people that want to purchase Thorr Cruiser. So the parameter of contemporariness has been identified as important for Thorr Cruiser.

The recommended solution (by you) is that the price should be maintained, the bike should be publicized through Hollywood film and internet, financial services, and customization be offered will fail unless there are perceptible differences in the bike Thorr Cruiser is trying to reposition. The bike should have differences in design, in power, controls, and steering. In short the bike must be perceived as different by an average user, only then will it be repositioned.

If the product is ...