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Essay / Research Paper Abstract
This 5-page paper focuses on perceptual maps and uses for the simulation about Thorr Motorcycles Inc. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: AS43_MTpercmark.doc
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Unformatted sample text from the term paper:
program that sells T-shirts, motorcycle shoes, leather goods, toys and other consumer items. Along with motorcycles, Thorr offers dealer training and software packages,
motorcycle rentals and rider training. The company has a high brand image in the market, especially among the heavier weight segment, and controls 40% of the market share in this
highly oligopolistic market. However, as with all companies, Thorr can do much better. The writer is being asked to take on the role
of marketing manager, with the task of developing a new positioning strategy for the company by constructing a perceptual map. The situation were
facing is that Thorr is THE name in motorcycles - but sales of the companys existing product, the CruiserThorr, are decreasing. The target market is growing older and is no
longer interested in the lifestyle that the CruiserThorr represents. Younger customers, in the meantime, prefer the lower-cost, less-powerful motorcycles because theyre less expensive and dont want to drive their fathers
(or grandfathers) motorcycles). Recommended Focus The main goal here is to reverse the trend with a
new marketing plan. In creating a perceptual map, I focused on lifestyle image, price, the "coolness" factor and the products uniqueness. The simulation and I were on the same page
with lifestyle and price. I felt lifestyle was important because motorcycles live and die by their lifestyle images. The CruiserThorr appealed to the older target market, but doesnt have that
same appeal to the younger market. Price is also an important aspect - as the simulation points out, one reason why the
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