¶ … Perceptual Maps
complete simulation login phoenix. username shannont7426 password 07071983st. click classroom tab page week 4 simulation complete assignment: Complete simulation, Using Perceptual Maps Marketing, located student website.
Simulation: CruiserThorr
The situation
The situation profiled in the case study is that of CruiserThorr, a motorcycle company that once had an illustrious reputation, but has since fallen upon hard times. CruiserThorr is known for its dominance of the 'luxury' motorcycle market, offering high-powered vehicles to baby boomers. However, these consumers are gradually 'aging out' of the motorcycle market. Either they are no longer riding at all, or they have decided not to acquire as many new vehicles as they did previously. This means that CruiserThorr must find a way to lure in younger consumers and encourage them to identify with its brand. However, these potential buyers are often a bit reluctant to purchase one of the company's vehicles because of price considerations. Also, the brand name of CruiserThorr is associated with an older generation. The case study suggests that CruiserThorr should focus first on the core considerations of the target purchase such as lifestyle image, quality engineering, services, and price. CruiserThorr must out-position its competitors in these key areas to remain solvent.
Recommendations
The decision which CruiserThorr faces is: should it completely reposition its brand, or should it launch RRoth, a lower-cost motorcycle designed to appeal to younger customers? The downside of launching the RRoth is that it may run the risk of diluting the company's brand image, which it has diligently crafted for so many years. However, repositioning is an even more risky...
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