Cruiser Motorcycles

In: Business and Management

Submitted By JJUOPH
Words 1061
Pages 5
Cruiser Thorr Motorcycles

Cruiser Thorr Motorcycles
In the case of Thorr Motorcyles Inc., the company’s dilemma was to figure out how to stop the steady decline of motorcycle sales. The company’s once successful motorcycle was now in the declining phase of the product life cycle. This paper will discuss the recommended solutions, the results, the relationship between differentiation and positioning of products or services, and the effect of the product life cycle with this particular product.
In order to revitalize the sales of Cruiser Thorr, there has to be market research conducted. The research was based on competitors with similar products and what was offered that helped the competition sustain sales. The competitors that were researched for Cruiser Thorr were Anzai and Espritique.
The parameter values that were compared were lifestyle image, service offerings, price, quality engineering, cool, safety, product uniqueness, and product design and styling. Based on these values, Cruiser Thorr was lacking in a few categories in comparison to its competition. As a new member of the marketing team and conducting quality research, the first call to action was to re-assign a couple of the parameter values that were previously a priority. The initial parameter values that sustained the Cruiser Thorr motorcycle success were lifestyle image, service offerings, price, and quality engineering. The four parameters that were decided upon were cool, price, safety, and quality engineering. The reason for changing to cool and safety versus lifestyle image and service offering were because of the marketing research and survey that were conducted against the competition. The Cruiser Thorr motorcycle was significantly behind in the two aforementioned categories. One of the objectives was to appeal to a younger rider and the marketing team felt that along with…...

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