Perceptual Maps in Marketing
Kathryn Klein
MKT 421
April 4, 2014
Neisce Upshaw

Perceptual Maps in Marketing Marketing is not just about selling a product or service. There is a lot more than that involved. Marketing is a process of planning, decision making, and eventually utilizing the plan to make generate sales and make a profit. Thorr Motorcycles Inc. is a $5 billion dollar company that manufactures motorcycles and has licenses to sell t-shirts, motorcycles shoes, and other leather goods Thorr is no stranger to the marketing process and what it involves.
The Cruiser Thor is the bestselling motorcycle that Thor’s offers. This motorcycle is currently marketed towards middle aged men between the ages of 35 and 50 years old. This motorcycle currently offers a 1500cc engine and is priced at over $25,000. Even though the motorcycle industry is continuing to grow, Thorr’s sales on the Cruiser Thorr are dropping and continuing to drop. As the new marketing manager, there are several things to do to determine why there has been a decline in sales of the Cruiser Thorr. The biggest thing that needs to be done is to develop a new marketing plan. This plan will help to determine the best way to handle the decrease in sales. It will also help to determine what Thorr can do to increase their sales.
The first step in this new marketing plan is to do some marketing research. This was done using surveys to rate the Cruiser Thor with the competitors motorcycles. This survey would better help us to determine the customer’s needs and make the changes to the Cruiser Thor if needed. The survey determined that sales had dropped for a number of reasons. While the customer ranked the lifestyle image of the Cruiser Thor high, the safety, prices, and service offerings ranked low. Armed with the new data that the surveys provided Thorr will now have to make