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Introduction: The simulation of Thor motorcycles showed that the firm wanted to change its image. The motorcycle was considered by the younger generation as very expensive and a bike that does not fit their trendy image.
"Brand can be positioned against competing brands on a perceptual map. A perceptual map defines the market in terms of the way buyers perceive key characteristics of competing products."
The basic perceptual map that buyers use maps products in terms of their price and quality as illustrated below:


Perceptual and preference mapping techniques has been a basic tool of the applied marketing research profession for the past two decades. These techniques have been used extensively over a large number of applied research studies, and for a wide variety of product and service categories and have been subjected to extensive validations; there are still some issues as to the procedure's applicability and usefulness.
Thor's position in the motorcycle market was......

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Approximate Word Count: 1121
Approximate Pages: 5 (250 words per double-spaced page)

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