University of Phoenix/ Marketing 421 class.
Abstract
The simulation of the motorcycle manufacturer, Thorr Motorcycle, follows a marketing manager as he/ she tries to reverse the downward trend of Thorr's market share. This paper will review each part of the simulation (Where is the Thunder?, Revving up the Market, and Thundering Success?), and how I performed on my assessments in each section.
Where is the Thunder?
As a new marketing manager, I was asked to develop a marketing plan to reverse the downward sales trend of the CruiserThorr product. My first challenge was to develop a perceptual map of the CruiserThorr market compared to its competitors' products. For this map, I was given nine parameters and told to choose four that were relevant to the motorcycle industry.
I choose the following parameters for the following reasons:
1. Lifestyle ? the information provided in the simulation emphasized the fact that this brand was associated with a certain lifestyle.
2. Price ? once again the simulation provided information stating that cost played heavily into a consumer's choice of a motorcycle.
3. Service Offerings ? the market research showed that our competitors offered more service options than we did. Customers expect different service levels based on the amount of money they are spending. Our high price tag demands that we offer more services than we currently are doing.
4. Quality Engineering ? without a quality product, Thorr Motorcycles would lose most of it customer base. The consumers want a quality product for their money.
My choices were on par with the simulation's answers. I d ...