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Thorr Motorcycles is a motorcycle manufacturing company located in South Dakota This five billion a year company turns out over 200000 units per year APA Reference The market which Thorr competes is dominated by a small number of sellers or an oligopoly Wikipedia 2006 With such a small number of competitors Thorrs marketing department will need to know their customers One tool of evaluation is perceptual maps in marketing This paper will review a recent situation at Thorr Motorcycles which was recorded in a simulation The marketing department will need to need to choose four fundamental parameters that are relevant to the industry The department reviewed lifestyle changes product design and styling cool product uniqueness service offerings price engine capacity safety and quality engineering The department chose lifestyle image quality engineering product design and styling and product uniqueness Lifestyle was chosen to support the image Thorr is already associated with The Thorr name is one of high quality upper class motorcycle Quality engineering was chosen to support the lifestyle image With a motorcycle which is of high quality this will allow Thorr to ask a higher price and have the customer purchase Product design styling and uniqueness were chosen to support the brand With a style that the customer would want and uniqueness would build brand loyalty The marketing department discovered the choices made were not optimal The optimal choices were lifestyle image price service offerings and quality engineering The reason these are the optimal choices are price drives purchasing decisions and a high price is directly proportional to a high image Services are simple but time-tested ways of ensuring customer loyalty and keeping dealers and distributors happy Quality engineering covers almost every aspect of a product With high quality the company can maintain a high image Lifestyle image plays the most important role in the motorcycle industry and constitutes the image of a brand The second situation that is encountered is the need to
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