Thorr Motorcycles' characteristics are driven from the traits of the Lord of Thunder, Thor. Like the Lord of Thunder, Thorr motorcycles is said to be honest and strong. The motorcycles are said to have reliable product designs and have a loyal customer base. The company's marketing program has done a good job of promoting these high-end motorcycles as an essential element of an individual's daily life. By accomplishing doing so, this has established Thorr with a 40% market share (University of Phoenix, 2009). However, over the last several months, sales have been declining because of the changes in demographics within the markets. To gain an edge on the competition, companies must differentiate its marketing from that of its competitors and position itself distinctly. A visual representation of a consumer's perception of a brand and helps the company in its positioning in the market is known as a perceptual map (University of Phoenix, 2009). The perceptual map helped Thorr motorcycles to understand that the changes in demographics included a younger generation that is growing......

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