I’m working on a marketing case study and need guidance to help me study.
1. Based on the perceptual map, which competitors are the most similar and dissimilar to the Infiniti in customers’ minds? Why?
2. Which attributes are the most and the least relevant (important) attributes in interpreting this perceptual map? Why?
3. Describe the two dimensions (axes) of the perceptual map that you generated. How would you label these dimensions? Explain specifically how you decide on the label of the Dimension I and Dimension II.
4. How much of the variance does each dimension explain? What is the total variance explained by two dimensions? Do you think this is satisfactory? How would you increase the explained variation in perceptual maps?
5. How do customers perceive the positioning of Infiniti among its competitors? Which brands have more distinct positioning according to the perceptual map?
6. On which attributes is G20 a stronger or a weaker competitor? Why? Please include as many attributes as possible in your analysis to explain the whole competitive landscape.
7. According to the preference vectors, for which segment(s) is INFINITI a highly popular alternative and for which segment(s) is it not? Why?
8. Based on your analysis, what is the next step for INFINITI? Which re-positioning route should INFINITI choose? Why? Write a “positioning” statement for the INFINITI by using the template below.
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