9:00, Wednesday, May 28, 2025

Thorr Motorcycle

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 ...
Word (s) : 735
Pages (s) : 3
View (s) : 550
Rank : 0
   
Report this paper
Please login to view the full paper