Introduction
I am using perceptual maps in this simulation. Perceptual mapping refers to a graphical technique in which a marketer can plot the brand of the competitor and find ways on how to develop hi/her own brands. The perceptions of the consumer about the brand to be marketed are the input for developing the new strategy. These perceptions can be shown on a two or multi-dimensional maps (Gilliland, 1995)
I am using perceptual maps which will assist Nguruma Motorcycles, a motorcycles company based in India, to improve the marketing strategy of its products by simply the mapping the expectations of the consumer in the product. The Nguruma Motorcycle Company will use the perceptual map in coming up with a strategy for marketing thus maintain the high brand image of its product-among its customers.
This paper shows the three major phases of simulation i.e. positioning of the strategy in which differentiation is determined with respect to the product promotion, pricing, services etc; analysis in which SWOT analysis is carried out and the market research in which consumer preferences are researched on and taken in to consideration. However, the situation, recommended solution and the results have also been discussed. In this paper the three phases of the simulation, the situation, recommended solution, and results will be discussed. Several vital parameters like uniqueness, image impression etc will be chosen to help in strategizing for the market.
Phase one: the sales of Nguruma cycle are on the decline. This is happening so because there are new make in the market and thus people have changing in order to taste the new brands. In addition to this, they are cheaper than Nguruma Motorcycles thus attracts very, many people. Therefore, this scenario is to determine the position of Nguruma motor cycles in the market by a adhering to two parameters which will be relevant in improving the image of the motorcycles and increase the sales as well.
For phase 1-(positioning of the strategy)
There were two parameters that were chosen to be used. These are: the prices and the quality engineering. Prices were chosen because the prices of Nguruma motorcycles were claimed to be a little bit higher than the rest. Quality engineering will be in our list of parameters was considered because some consumers claimed that most of the new arrivals in the market were not of good quality.
Phase 2- analysis
This stage requires analysis after collecting the perceptions of the consumers. This will enable you to carry out a SWOT i.e. strength, weaknesses, opportunities and the threats that may be facing your product in the market.
Strengths
Nguruma motorcycles realized that it is offering very limited services to its customers. Clients need to be kept closer daily. Some people just give up as long as the attention is withdrawn. It is fortunate that this simulation brought this to the attention of the company marketing department.
It also realized that the major difference coming in pricing was due to their making. The company, Nguruma motocycles, has mandated in its sales a percentage of profit that must be got. This creates the difference for some companies rely on the profit got from the sales and not the fixed one. Reforming this will mean that there will be blow to the competitors in the market; they will have reduced their prices which is their major undoing.
Opportunities
Nguruma motorcycles realized that not many customers had abandoned them. This is a rare opportunity in marketing. The company can move with speed to retain its customers within a short period by doing one or two adjustments. and yet they could move with speed and retain their customers.
It also realized that most of the new motorcycles in the market are not as durable as Nguruma, therefore, there is opportunity to capitalize on this. They are made of cheap material which makes them not to be expensive and yet the sellers hike their prices. This is also an opportunity to either bring market its product, widely and smartly in order to outdo the competitors.
Threats
The only threat in marketing to the Nguruma motorcycles is the possible price reduction on the motorcycles from the competing companies. Price reduction on the selling prices of the other motorcycles will mean an increased reduction on its side too or an extra quality on its motorbikes. buying prices of all other types of motorcycles
Results
Based on the results on Nguruma motorcycles were able to find new markets fo it found that people were coming from very far places to buy these motorcycles in town. There is need for them to open a new branch. From this map, Nguruma motorcycles can bring their products possibly at the centre of the map for it to be closer and create a cut throat competition.
There is also evidence high prices and very low quality from the competitors’ motorcycles which is an opportunity that Nguruma motorcycles can capitalize on. This is a weapon to the Nguruma motorcycles which they can really capitalize on and bring may be the same deigns at reduced priced.
It is evident from this map that manufacturers fear making quality motorcycles; this is why the boxes of high quality are not occupied. However, they like exploiting their customers by producing low quality motorcycles and selling at relatively high price.
Recommendations
I would recommend the Nguruma motorcycles to be look for strategic marketing places where they can give cut throat completion to their competitors. This means that they can even move closer to the customers or make a move that would create a feeling in the customers that they are closer to the company than the rest.
Refurbishing the motorcycle will also be a good move which will counteract the new arrivals in the market. This will enable them to move with speed and quality. This will create a new look in the product. Somehow it will have an impact on customers.
Lastly, they should be swift and know what is in the market. They should not wait until its customers start running away before carrying out a market research. However, they should do summative evaluation in marketing to help them know what is in the market. This is necessary for keeping the pace in business.
Summary
At all times, we should have it our minds that perceptual maps are only shaped by the views of the buyers on a certain product that should be marketed. Sometimes it sounds funny that some client views may not occur with the rest. There is always necessary to carry out a serious market survey to help the company get the real perception given to the product by user on the ground.
In using this simulation, we should remember that sometimes people’s perception can be flawed. There the person drafting this map should be very accurate in whatever the company wants for it to be accurate. It should be therefore understood that when the data is wrong, then the perceptions must also be faulty.
Perceptual maps can help a company to fine new markets; realize their gaps in the market. The organization/the company should ensure that have all their competitors in their list so that no one is let out of the list.
Other motorcycles
Reference
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Robertson, I. T. & Kandola, R. S. (1982). Work sample tests: Validity, adverse impact and applicant reaction. Journal of Occupational Psychology, 55(3), 171-183.
