Perceptual Maps in Marketing Simulation - Thorr Motorcycles

Situation
Thorr Motorcycles is a $5 billion company that manufactures 200,000 motorcycles a year. It also licenses T-shirts, shoes, leather goods, toys, and numerous other consumer items. The company also offers services which include: dealer training, dealer software packages, motorcycle rental, and rider training. The company has a high-brand image manufacturing high-end motorcycles and currently owns approximately forty percent of the market share.
The challenge for Thorr is that the industry is growing annually, but sales of its high-end product are decreasing. …