Final case study Ivan Tomich

Introduction Background In response to Honda’s Acura line and Toyota’s Lexus line, Nissan developed the luxury Infiniti line Nissan’s Infiniti division introduced the G20 in 1990 as a third model to their line, with the intention of it being their entry-level luxury car Unfortunately, Lexus was destroying Infiniti in sales, particularly due to poor marketing and the fact that the available Lexus models were all good, and Infiniti’s coup model gave them a worse reputation

Marketing Goal Marketing Analysis Goal We are looking to understand consumer perceptions of the G20 model compared to other similar cars in the market based on multiple attributes which can show where the model is lacking and what could be improved We are also trying to find out how we can retarget or reposition the car to improve its market performance

Analysis Data Analysis Our group chose to use a perceptual map analysis because we are all very visual learners and it allows us to observe our data in a way that we can better understand and analyze. Also, the case that we chose compares market share of a product to that of other similar products, and perceptual mapping is the best way to do that because of the fact that you can actually view the position of the product relative to others in the market.

Data Available Customer perceptions of how well each model of car scores in the following categories 2) Ranking of each model in relation to the others

Complete Data Set

Current Position G20’s current position is located in between Honda and BMW at 0% market share

New Position G20’s new position located near the x axis New Market Share is 80%

Reason for New Position We decided to move the G20’s position based off our reliance of strong attributes of our car: Quiet, Overall, and Prestige Demand of our new position is high New position is very far away from any competition

Conclusion If G20 decided to keep in its current position, the car’s launch would assuredly have failed due to strong competition from BMW, Honda, and Saab This is evident considering their market share was at 0% if they did not reposition If repositioned to the new position on the map, at 80% market share, our product would have little competition, leading to a successful and profitable launch of the G20 The G20 relies heavily on it strong attributes of Quiet, Overall, and Prestige which will differentiate the car from its competitors