1. Final case study
Ivan Tomich

2. 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

3. 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

4. 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.

5. 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

6. Complete Data Set

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

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

9. 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

10. 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