• What changes in Thorr’s target market have precipitated the marketing situation described in the case?
With the decline of sales, Thorr Motorcycles will need to change the consumer image in order to bring profits to the Cruiser Thorr again. The simulation helped to construct and use a perceptual map in order to create an effective marketing plan for the motorcycle brand. With the use of a perceptual map, Thorr will be able to develop a visual representation that will act as a guide to assist the company in regaining their sales and their place in the market. Thorr is that the industry is growing, but sales of its high-end product are decreasing. The reason for this loss of market share is that the target customers of its high end product is growing older, and younger people do not identify with the brand image of Thorr. In addition, Thorr is a high product and younger people do not have the large disposable income necessary to support the brand.
• Do you agree with the case’s analysis of the demographic factors affecting Thorr? Can you think of any other explanation? Does this seem counterto any actual data about actual companies that you can find that somewhat contradicts the factors outlined in the case?
Given the demographic factors affecting Thorr, I don’t not agree with the case’s analysis. Demographic trends are highly reliable for the short and intermediate run. There is little excuse for a company’s being surprised by demographic developments. The main demographic force that marketers monitor is population, because people make up markets. Marketers are keenly interested in the size and growth rate of population in cities, regions, and nations; age distributions and et ...