The company, Thorr Motorcycles have noticed that even though the sales in the motorcycle market are still high, the sales of the CruiserThorr are down. In order to turn this around, Thorr has hired a team of marketing experts to create a marketing plan beginning with a perceptual map, which gives a visualized idea of what the customers’ perception are of the product. After creating an optimized perceptual map, the marketing team has to decide whether to continue with their present strategy plan or deliver a newer, less expensive motorcycle, the Rroth, that will appeal to the younger crowd. After a year of sales, the marketing team then has to create another perceptual map for the decision they made to either stay with the current strategy plan or with the Rroth. The four parameters I chose for the simulation were lifestyle image, product design and styling, product uniqueness, and quality engineering. I chose lifestyle image because this is what a customer thinks of a brand and I feel this should be a high category. Product design and styling satisfies the customer physically and comfortably. Product uniqueness gives the customers something that only they would get when they purchase this brand of motorcycle, like engine sound. Quality engineering proves that the motorcycle was made with the highest quality of materials and overall the best aspects of manufacturing. According to the results, I should have chosen price and service offerings instead of product design and product uniqueness. For the second portion of the simulation I chose to launch the new less-expensive motorcycle, Rroth, that will appeal to the younger crowd. I chose to list the Rroth with a price of $13,000 to $15,000. To promote the item, I chose to have Thorr Motorcycles sponsor events like Daytona using Rroth, product giveaways, and publicize through Hollywood films. For