Introduction: The simulation of Thor motorcycles showed that the firm wanted to change its image. The motorcycle was considered by the younger generation as very expensive and a bike that does not fit their trendy image.
"Brand can be positioned against competing brands on a perceptual map. A perceptual map defines the market in terms of the way buyers perceive key characteristics of competing products."
The basic perceptual map that buyers use maps products in terms of their price and quality as illustrated below:
Perceptual and preference mapping techniques has been a basic tool of the applied marketing research profession for the past two decades. These techniques have been used extensively over a large number of applied research studies, and for a wide variety of product and service categories and have been subjected to extensive validations; there are still some issues as to the procedure's applicability and usefulness.
Thor's position in the motorcycle market was one that was high-priced and did not fit the market for youngsters.
Thor started losing its market position since the price was too high and the life style image represented was for the older generation. The competition brands represented cool styles that the younger generation would buy and the prices were low.
The first challenge is to change the image that Thor represented. The product design and style needs to be changed to appeal to the younger generation. The Anzai model manufactured and sold by HaruHiro Daistsu Motorcycles has a durable engine and represents a lifestyle image of and cool and fun. They also offer special services to the dealers. Thor has to change its service offerings and be more open to the deale ...