Perceptual maps are a tool that provides input directly from marketing research to the strategic market plan. The perceptual map is graphic illustrations of the data that is collected. The map will only be valid for the parameters that are used to develop the map. There are many aspects of the company to explore, market research to analyze, and competitive intelligence to review. This information will help to identify the items for the perceptual map and the new marketing plan. This paper will explore the use of perceptual maps in marketing. In this paper, the situation, recommendation, and the results will be describe. The information from the simulation will show the relationship between differentiation and positioning of the products. “Thorr Motorcycles, Inc. is a $5 billion company.” (University of Phoenix, n.d). They makes motorcycles as well as sells licensed merchandise. Annually, the motorcycle industry is increasing but the sales of the CruserThorr are decreasing. The age group of the target customers are growing older and growing out of the motorcycles lifestyles. The younger generation are not intrigue with the Thorr lifestyle but they are interest in a less expensive motorcycle. The four recommendations are lifestyle image, product design and styling, product uniqueness, and quality engineering for the focus of the perceptual map. These four parameters are relevant to the motorcycle industry and reflect the highest potential for CruiserThorr. The lifestyle image is crucial in the motorcycles industry. The CruiserThorr has built its image and consumer base upon the brand of Thorr Motorcycles. The brand influence customers to make the purchase to have the lifestyle it represent. Product design satisfy the consumer physical need and the style cater to customer’s comfort. In the motorcycle industry, engine
