8-13-Portfolio Project: Extra Credit Opportunity (Case Study Sample)
Answer 8-13 on page 244 in your textbook. This must be APA formatted and NOT exceed 4 pages of content. No abstract needed, but title page, content, and references are required. Title page and references DO NOT count in your 4 pages. You must include a minimum of 2 references outside of your textbook.
It is a single question:
8-13. PORTFOLIO PROJECT: Examine SUVs at the following websites: www(dot)lexus(dot)comLinks to an external site., www(dot)infiniti(dot)com, and www(dot)mercedes-benz(dot)com. Based on what you find on these sites, compare the positioning strategies for these top-of-the-line SUV models. Analyze the product features, competitive advantage, and points of differentiation. Draw two perceptual maps that reflect your insights.
8-13-Portfolio project: Extra credit opportunity
The premium automotive sector is competitive including in the sport utility vehicle (SUV) and crossover SUV segment. The SUVs are four-wheel drive and are the preferred choices for those traveling in tough trains, but the marketers draw attention to the luxurious aspects of driving the brands. Mercedes-Benz markets the SUVs a safe and reliable, and scores highly on these features when compared to Infiniti and Lexus. Mercedes-Benz has the higher reliability and safety as well as perception of luxury.
Infiniti is the luxury brand of Japanese carmaker Nissan, and the company has created various videos to show the target market the various model. In 2014 the company changed its branding structure and models are no longer G and M models, as there are Q for the small cars and QX for the SUVs and vans. The marketing campaigns highlight that the vehicles can be driven in diverse terrains like the countryside or through a tunnel. In doing so the marketing strategies are relevant to communicate the benefit of the various models. The vehicles are ultra- equipped with technology and the automatic transmission cars are popular compared to the manual versions.
Infiniti developed the first variable-compression engines a smaller displacement engine than those existing. For the VC-Turbo engine there is focus on air to internal combustion engines, and adapting the compression according to the requirement. There has been more focus on improving the engine power in the latest models such as the QX 80 with powerful V8 engine that is associated with high tow and acceleration. The vehicles also have cruise controls on steering wheel, passenger and side airbags (Infiniti, 2019).
The brand has a growth potential and Infiniti has emphasized the importance of customer perception. Infiniti has increased its and points of sale section allowing the bran to reach more customers with a network that can sell the brands to various locations in the North American market and other places. Infiniti has been marketed as a new and innovative brand that is able to adapt to the new times more easily compared to the older America and European brands. This has been strengthened by focusing on technological development to make the cars unique
When compared to Lexus and Mercedes-Benz Infiniti has emphasized horsepower and price for comparable SUV models, but the challenge remains that the competitors have better name recognition. In the U.S. the 2019 QX 30 costs from $30,150 and the most expensive SUV the 2019 QX 80 model costs $ 65,400 (Infiniti, 2019). The company emphasizes that it is redefining luxury with the top range performance vehicles and the QX 70 is a sport-crossover a and the marketing strategies highlights the sleek design
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