Using Perceptual Maps in Marketing

MKT 421

Thorr Motorcycles is a lucrative business that saw downturns in sales and customer satisfaction. This paper will discuss how formulate a positioning strategy a perceptual map is created to decide which areas are most important to customers and improve those area. Several steps are involved in the process. Outlining these steps and analyzing the results of these decisions can help Thorr Motorcycles to regain its former popularity and continue to satisfy its customers to the fullest.

Perceptual Map Parameters

Perceptual maps provide a visual representation of customer opinions relating to the brand. There are four areas that are most important to the customers of Thorr Motorcycles needed to be determined in order to provide the best...