Cruiser Thorr Stimulation

Thorr Motorcycles is a productive business that saw decreases in their sales and customer contentment due to the inability of keeping of with its products life cycle. Ways in which to put together a positioning strategy and a perceptual map is formed in order to come to a decision on which areas are most essential to customers and develop those areas to increase sale and customer base. A few steps are involved in the process. Outlining these steps and analyzing the results of these decisions can help Thorr Motorcycles to regain its former customer attractiveness and open up to new customer bases.

Phase I

During part one, Cruiser Thorr motorcycle sales are currently declining. This is due in part to originally projected consumers out growing the style of the motorcycle; as people age, so does their taste in style. The younger generation of customers is interested in cheaper versions of motorcycles while the older generation (the targeted group) is not able to see how the Cruiser Thorr fit into their current lifestyles.

The four recommendations I chose through the perpetual map are lifestyle image, services offered, price, and quality engineering. The reason for lifestyle image is because the present image of the Cruiser Thorr is not attractive to the existing motor cycle consumers. If cruiser Thorr is given a face lift, the overall look of the motorcycle might appeal to more consumers. Services offered were chosen because offering many services to may increase the amount of dedicated customers by suiting all of their needs and some of their wants. Price was selected because it is part of the reason for the younger generation not taking an interest in the motorcycle and is one thing that all customers use to decide on whether to purchase or not. The last recommendation, quality engineering was chosen because Cruiser Thorr may not be capable of sustaining its image if the motorcycle does not include quality engineering.

My results were great because the four fundamental parameters chosen would work best for the Cruiser Thorr motorcycle.

Phase II

During part two, the market for Cruiser Thorr sales has not improved. Therefore, a new marketing plan must be created. Since the face lift given in part one did not reach the projected sales goals, plans to launch of a new motorcycle was made. The new motorcycle is called RRoth. RRoth is expected to catch the attention of younger buyers buy setting the retailed price between $13,000 and $15,000. The promotion and advertising will be done via sponsored events in Daytona, offering free test rides and merchandise giveaways, and offering insurance and protection plans. The places where the new motorcycle, RRoth, will be sold include dealers and exclusive showrooms, distributors, and manufacture websites (for viewing and details). The services that will be offered