Using Perceptual Maps in Marketing Simulation: Thorr Motorcycles - MKT/421 - UOP

THORR Motorcycles is a billion dollar company that manufactures motorcycles and also sells clothing products and other consumer items. They sell more than 200,000 units per year and shows continuous growth. They offer services including rider training, motorcycle rentals, dealer training and dealer software packages. The company is known for their high brand image in the market. The purpose of this simulation was to focus on three main objectives. The first objective was to choose the proper parameters and construct a perceptual map. The second objective was to create a marketing plan with a budget of $13 Million determining whether to reposition the company or to launch a new product. The last objective was to determine the parameter values for the future of the company. This simulation will show each of the objectives defined and the final outcome based on the decisions made.…