Week 3: Concept Generation – Simulation - Keller - A.Ras
• What do you think is the most appropriate marketing direction for Thorr…the introduction of a new motorcycle, or the repositioning of the current model? Justify your response as much as possible with data for the case and any other research you may choose to do.
o Given the option to elect either launching a new product line or repositioning the Thorr brand. I chose to revamp the Cruiser Thorr versus crossing over into the unknown territory of the new product because I felt it was still a viable product line that just needed some updating.
o Following my choice to reposition the Cruiser Thorr, I had to make choices about price, promotion, place, and services with a $13,000 budget. I came in under budget at $12,753, and the choices I made are as follows:
o 1. Maintain Price: Increasing or decreasing the price each have their advantages and disadvantages. I would have had to justify a price increase to the marketplace with upgrades. With complaints of a too-high price already, this was not an option. If I was to decrease the price, Thorr would have to counter the perception that it decreased its quality in order to sustain the price drop. I chose the middle of the road approach and kept the price the same.
o 2. Place : I choose to my distribution points as dealers, internet sales, and distributors. I chose not to go with exclusive showrooms in order to keep overhead down and to appeal to more of the marketplace. The internet sales option was a calculated risk to attract those that ...