Thorr Cruiser Essay

1136 Words5 Pages
A. For the first major phase is to identify the parameters that are relevant to Thorr Cruiser. The first parameter is that of the extent of contemporariness of Thorr Cruiser. Thorr Cruiser is not perceived to be modern, apart from the old; there are few people that want to purchase Thorr Cruiser. So the parameter of contemporariness has been identified as important for Thorr Cruiser. The recommended solution (by you) is that the price should be maintained, the bike should be publicized through Hollywood film and internet, financial services, and customization be offered will fail unless there are perceptible differences in the bike Thorr Cruiser is trying to reposition. The bike should have differences in design, in power, controls, and steering. In short the bike must be perceived as different by an average user, only then will it be repositioned. If the product is perceived as different and is repositioned using price, service offering, quality engineering, Hollywood/internet advertising, and financial services, the results will be a successful repositioning among the critical parameter, namely contemporariness. The second major phase is to decide whether to reposition Thorr Cruiser or to launch a new motorcycle based on an analysis of the present products. The situation was that Thorr Cruiser was not able to differentiate itself from its competitors, it was making losses and its customers were leaving. In other words, the perceptions of Thorr Cruiser were such that they were causing a financial drag on the company, diluting the brand equity of Thorr Cruiser, and losing its market share. The question at this phase was if Thorr Cruiser should go in for a launch of a new product or should Thorr Cruiser be repositioned. Recommendation: Thorr Cruiser should go in for a new launch. The reason is that the lucrative segment of youth can easily be targeted
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