Perceptual Map Analysis

Perceptual Maps and Marketing
Karey Nickless
MGT/421
November 27, 2012
Jeff Bean

Perceptual Maps and Marketing
Marketing a product will run a life cycle and will have to be re-evaluated and the marketing strategy and make some changes (General Marketing, 2012). The targeted market was not buying the motorcycle anymore, so the company had to change the market strategy and target a new market (General Marketing, 2012). Cruiser thorr had targeted the middle upper age group and will need target the younger age group, through the simulation the target market it evaluated, and changed. The change causes the younger age group to purchase the motorcycle. There was a two things that needed to be added to the marketing strategy such as service,
Lifestyle image; 34% said it was expensive, 44% said it signifies power, and 57% said it was a stable motorcycle, and they enjoyed riding it (General Marketing, 2012). Reason for purchase; 44% said they loved the cruiser, 53% said it fit their lifestyle and 65% strongly agreed it was a status symbol. Product characteristics; 35% said it had massive capacity, 36% said most powerful in its market, and 54% said it was the best in its market segment (General Marketing, 2012). Perception about price; the consumer did not have a large amount of cash on hand just to buy a motorcycle, he or she would need some type of financing (General Marketing, 2012) . The consumers that took the survey had cash on hand of 9,000 to 23,000 (General Marketing, 2012). Thirty three percent of the consumers surveyed said they would buy if they would have financing options available to them. Perception about service; 41% of the surveyed men thought that the services provided from cruiser thorr were not sufficient or satisfactory (General Marketing,
When changing the market strategy, and the differentiation is geared toward another targeted market this will take the way the consumers think about the product and make the consumer see it in a different way (General Marketing, 2012). The consumer will not only think that the product is geared toward the older consumer but also because the differentiation change it is geared toward the younger consumer as well (General Marketing, 2012). It appeared to be that just changing one or two small things made a difference in the way the consumers in the simulation looked at the product, and how a simple thing like offering financing and a service package would bring the younger consumer in to purchase the motorcycle (General Marketing,