Marketing (Simulation)

Marketing (Simulation)

The Situation

Thorr Motorcycles is a leading company that manufactures motorcycles and also sells clothing products and other consumer items. The company sells approximately 200,000 units per year and indicates continuing growth. They also offer services like rider training, motorcycle rentals, dealer software packages and dealer training (www.thormotorcycles.co). One of the significant attributes associated with Thorr motorcycles is its lifestyle image, which attracts consumers towards Cruiser Thorr purchasing. The perceptual map is basically refers as a visual representation of consumer's opinion regarding the brand. In case of Cruiser Thorr, the life style image is represented by masculinity, freedom, and mobility.

As far positioning and differentiation of Thorr Motorcycles are concerned, it is positioned as high price, as it differentiates itself in market from its competitors through its unique lifestyle approach. However, its existing customer base is getting older and the youngsters have dominated markets who are less attracted towards high priced motorcycles due to less consumable income. Therefore, Thorr does not fit for youngster and thus losing its market position. In order to make Cruiser Thorr profitable again to spur sales, Thorr Motorcycles need to change its image in the market by repositioning and differentiating itself. It is indicated in simulation that a decline in the profits of the Cruiser Thorr have urged the need of formation of new marketing strategy which can change the position of this product against dispatching new motorcycle.

Recommendations with Rationale

In order to reposition the Cruiser Thorr certain must be formulate again. The parameters which I have selected are Quality Engineering, Cost, and Services. Quality Engineering is important here because it comprises of every feature of the product such as style, design, and capacity. Quality Engineering is what the name of company suggests, therefore quality is one of the foremost important aspect the company should be focused on. As the market is comprises of youngsters mostly and they are price conscious due to limited disposable income, it is essential that they must want quality product for their money. Therefore, to gain customer base again Thorr motorcycles must focus on Quality Engineering with a quality product. Secondly, there is price, which is the main aspect of decision making of motorcycles buyer today i.e. youngsters. Therefore company must focus on it to attract new customer base. And thirdly, there is service, which can provide loyal customers. As if a company will provide best service with its product, ...