Perceptual Map Simulation

Perceptual Map Simulation

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In today’s paper I will be discussing the outcomes of the perceptual map simulation of the motorcycle manufacturer, which produces a motorcycle known as “Cruiser Thorr”. This particular simulation assisted us in understanding a visual interpretation of what the consumers thought of our product. This assisted us in knowing where we needed to make changes and corrections in order to satisfy those consumers in our markets. While compiling a perceptual map it can be known to have in some cases, parameters which can overlap in their descriptions. These overlapping parameters are the apparent attributes of the product, and several of them often define a product’s primary restrictions. (University of Phoenix, 2012) The parameters that we were looking at while doing the simulation, lifestyle image, product design, product uniqueness, and the quality of engineering are key in the quality of which it is we aim to provide for our consumers. As being tasked with the duties of a Marketing Manager with organization I have been tasked with creating a new plan through this map in order to boost our sales with the consumers. By doing so my responsibilities in the first step was to formulate a positioning strategy by constructing a perceptual map, by choosing its parameters. (University of Phoenix, 2012) The situation that is presented to me as the marketing manager is that the demand for motorcycles is growing every year, however the sales within our organization are continuously declining. This is due to the target customers (the 35 to 50 year old age group) are growing older and are no longer interested in the lifestyle that Cruiser Thorr symbolizes. Another factor is the younger customers (age 21