Using Perceptual Maps in Marketing: Thorr Motorcycles

Thorr Motorcycles, Inc. is manufacturing over 200,000 units annually and has current worth in excess of a billion dollars. Thorr is a leading name and holds around 40% of the total market. It not only sells motorcycles but also offers dealer training, dealer software support and mechanical training. For customers, it offers motorcycle rentals and biker training. Projected image of CruiserThorr is of "masculinity, mobility, and freedom". Currently Thorr is experiencing decline in sales and wants to know the reason. Thorr can inquire from customers what they want to have in the motorcycle and then change it accordingly. Another way is to change the customer perception about the motorcycle.

Phase I: Where is the Thunder?

The first phase...