Positioning the Infiniti G20 Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Positioning the Infiniti G20 Case Solution

Question 06

The segment to be targeted for the Infinity G20 is segment 3, because the most important attribute for segment 3 is the attractiveness and G20 has scored the highest average in this attribute. Therefore, the most suitable segment to be targeted for the G20 is segment 3. G20 should further improve the attractiveness in order to capture a large market share and for better positioning of G20 in the targeted segment.

Question 07

The market segment 3 should be chosen by Infiniti G20 due to the highest average amongst the remaining segments i.e. 8.6. The company should put its relentless efforts in improving the attractive attribute in order to get the market share and high average score, additionally the company would be able to move to a better position.

The marketing program that would be used for the chosen segment i.e. segment 3 to improve the product attractiveness should involve profound marketing research about the customer preferences towards the product. The individual differences of the customer have to be observed closely and kept in mind that most likely provides different customer perception towards the product, which are quite significant in the decision making process. The customers’ perception can be improved by creating the brand voice. The company should develop marketing plan corresponding to the advertising plan, it would result in perceived value that a customer would ascribe to Infiniti G20 brand. The image of prestige and exclusivity of the brand requires promotion strategies which includes visual social networks, building website that combines functionality, user experience and style.

Question 08

Taking brand repositioning involves changes in marketing strategies in order to shape the perception of the end customer. Highlighting the most powerful attributes would increase the demand of product at larger and wider scale.

It is suggested to market the infiniti G20 in segment one attribute of high prestige, because by doing so, the company would gain more customers and would also encourage the target in the segment for choosing the company’s brand.

Question 09

The segment targeted before the repositioning of G20 was segment 3. As the people of the segment 3 prefer attractiveness as the most important attribute while selecting the car. G20 has now repositioned itself as a high prestige brand to gain more customer and to motivate the targeted segment to prefer G20 over its competitors.

The segmentation scheme that is now being targeted, differs on the basis of preference and attributes of the individuals in each segment. The segmented that was encountered before including the individuals who prefer attractiveness while choosing a car. Now the segment that is being selected for the repositioning of the brand include high class individuals who prefer high prestige cars over other attributes.

Question 10

Infiniti G20 has been competing with the strong market rivals, the brand has been perceived as an attractive and successful brand amongst the customer base. The direct competitors of infiniti G20 includes BMW, SAAB and Honda due to their very close position which can be seen in positioning map. There is a need for company to increase the brand awareness to expand the customer base since the prestige of infiniti G20 is lower than BMW. From the respondent preferences, it has been more concerned about success and attractiveness. The company should have to develop some marketing strategies including visual social network, building websites and promoting plans to increase the brand awareness.............

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