Regardless of the organizational goal, there is no questioning the importance of effective marketing to the success of an organization. Marketing is crucial to the survival of a company. In order to gain an edge, a company must position itself distinctly and must differentiate its marketing from that of its competitors. A perceptual map is a visual representation of the customers' perception of the company brand which can aid in positioning. The following discusses a simulation in which I am hired as a new marketing manager for a motorcycle company. During the simulation I construct a perceptual map for the motorcycle brand and use it to create a marketing plan for the brand. Thorr Motorcycles, Inc. - An Overview Thorr Motorcycles is a $5 billion company that manufactures a range of motorcycles and produces more than 200,000 units per year. The company also licenses programs to sell several consumer items including t-shirts, motorcycle shoes, small leather goods, and toys. Thorr's services include dealer training, dealer software packages, motorcycle rental, and rider tra....

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