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A perceptual map had to be constructed in order to devise the company’s positioning strategy by choosing parameters that were essential to the product and important to customers. This was the first phase of the construction of the map. CruiserThorr’s position in the market had not been helping sales. A decision had to be made regarding whether or not the positioning strategy be enhanced or changed completely and if a new product should be introduced to attract younger customers. The marketing director chose three of the four fundamental parameters that were necessary for plotting the map. Lifestyle image was chosen because of the influence that it had on customers to buy into the image of the product...
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