The perceptual maps in marketing simulation involved a company called Thorr dedicated to the manufacturer of motorcycles. The company’s target market is the high end market composed of customer between the ages of 35-50 years old. Some of the key strategies the company has utilized to market its product is focusing on lifestyle and the quality of the product to provide a superior motorcycle for its clientele. The company currently controls 40% of this oligopoly marketplace. In an oligopoly market structure there are a limited number of competitors (Varian, 2003). The purpose of this report is to describe the actions taken by the student during three phases of the simulation and to discuss important marketing concepts such as differentiation, positioning and product lifecycle.