In April 1990, Nissan’s Infiniti division planned to introduce the G20 in the United States, adding a third model to the existing Infiniti line. Existing sales data as well as survey data is used to gain insight of the perception of the G20 vs its competitors and evaluate which attributes are most significant in driving purchase decisions. Students are challenged to make recommendations for future segmentation and targeting efforts.
A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.
A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.
Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.