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You are in charge of all marketing activities in North America for the Initial luxury sports car manufacturer Maserati. Maserati has just introduced a new model that will be competing directly against some other well-known luxury sports cars such as Porsche, Ferrari, Jaguar, and the BMW Z8.

What would be your positioning on strategy for the new Maserati model? What would you do to support and establish this positioning strategy? Keep in mind that although Maserati is as good as its competitors in terms of car performance and design, it is a small company and it does not have the same amount of money for heavy promotions as its competitors.

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