Motorcycle Case
Essay Preview: Motorcycle Case
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In the discussion on this paper will be the reflection of a simulation that explain how product life cycle is impacted by marketing. Perceptual maps are illustrations of information created by the decision being made that help with the understanding of the end result. During the decision making process all the uniqueness chosen must be of value to the customer. The simulation uses Perceptual mapping as a marketing technique, it is suppose to help visualize customers perception. This simulation will allow for a neutral party to analyze, “the vendor” and “the consumer” from their own point of view and make an effective executive decision to provide satisfaction.
The company has a production rate of 200,000 plus motorcycles per year. They have become world wide recognized for the 651+ cc CruiserThorr, allowing for a competitive 40% of similar motorcycles in the market. Throughout the passing years the sales of the CruiserThorr have steady declined due to change in demand for that motorcycles. Though their is still a large market for bikers, most of the people buying motorcycles are younger and are looking for year to date modern bikes. In addition it has been apparent that a younger crowd would not be interested in a motorcycle that is so expensive, a preferable low-cost motorcycle better fits their budget. As the company re-analyzes possible factors that have affected the reason why sales have decline, a hard look into marketing is explored. In the simulation Phase one, there were four parameters chosen for the perceptual map. The engineer chose Safety, Product Design; styling, price, and quality engineering.
Motorcycle riders have a firm believe that being on the road is freedom. Which is why quality engineering was chosen. Quality engineering represents uniqueness in the design and style, helps captivate that consumers eye. Once the consumer eyes has gasp an visual of them on a styling bike, the sale process can become an easier process.
Through all the economic struggles having a motorcycle that is over price and really put a set back on sales. In the simulation a budget of $13,000 was set for the markets new motorcycle, which are going to sold through dealers, internet, and show casing. This choices target all age groups: dealerships target all shopper that like going in to a dealership to view and tough the merchandise before buying. Show-casing allows for older collector to shop or browse, and the internet has a greater affect on the younger crowd.
Most importantly the services provided was chosen as one of the parameter in the simulation. Customer loyalty is the key to any future success of an organization. Being able to provide world class services that meet and go beyond customers expectation will help keep customers loyal. Along with customer loyalty comes safety, showing the customers that the organization has their best interest on safety speaks for itself. During Phase two the simulation has an idea to decrease the prices on the CruiserThorr and changing their complete marketing ways, or being able to produce a motorcycle that will appeal to the younger crowd. As the engineer a new motorcycle to be produced was chosen. The motorcycle will be in the price range of $13,000 to $15,000.
The new motorcycle model will be known as the RRoth and will hit the market the same as