Segmentation, Targeting, Differentiation and Positioning Strategy Essay Example
Table of Contents
1.1. Background. 3
1.2. Market Segmentation. 8
1.3. Target Market. 9
1.4. Differentiation and Positioning Strategy. 12
Reference List. 13
Shebah is all female ride-sharing activity in Australia. The project is the most innovative, enhancing safer women transportation in the process of earning female drivers income in a conducive environment. Georgina McEncroe founded Shebah Pty Ltd that provide ladies with a non-harassment journey. She found herself as a victim once and heard the violence, assault and pestering that her fellow mates on public transport system were experiencing. She then decided to utilize the opportunity to help women as well as boys below twelve years except men to secure better and comfortable travel. Vetting occurs through signing up as a rider or driver through application procedures.
Market segmentation refers to the process where a potential customer market divisions into groups take place-based on different characteristics. Segmentation base occurs in numerous consumer features which if utilized by Shebah could result into functional market segments. The segmentation variables/bases are:
Include dividing market by state, city, region, neighborhood or villages. The approach of geo-clustering uses both demographic and geographic data to make a better profile of a particular customer (Bruwer and 2007, pp.19-34). Due to female insecurity in areas like Melbourne, Brisbane, and Sydney. After segmenting these areas and using female-driven vehicles to gather the terrified customers to their homes is a good criterion.
In this variable clients, grouping occurs based on the understanding of values, social class, lifestyle and personality and opinion. According to concerns raised by several women about sexual harassments, it was a proper place to explore.
Includes dividing market based on the population features such as marital status, age, gender, nationality, religion, race, and education. Customer wants are closely related to items like income and sex, and because the data is present concerning the female abuse, it was the best segment group.
The approach segment clients based on the benefits they seek from particular products which include value, status, and convenience. Based on the Shebah the female customers sought protection from harassment hence the market segment.
Involves separation of market considering the relationship of clients with the products and they include right or heavy users, brand switchers and brand royal. The customers are segmented considering their attitudes towards, knowledge of and use of particular products. How the clients behave is the best segmentation criteria to consider.
Shebah can divide the customers based on the times they use the product, whether they use it in a group or alone and again whether it is bought for personal use or as rewards. In this case, Shebah is useful for safe traveling activity hence proper to the segment.
|Market Segmentation Bases|
Based on the sexual and physical assaults female are the best market segment due to their vulnerability and lack of physical strength. According to the attractiveness of women market segment who sought protection the opportunity, they portray required manipulation. The female was similar meaning they were all from the same gender hence they were similar. They would respond positively from the marketing mix (Beirão and Cabral 2007, pp.478-489). The market segment was heterogeneous in that they were different from other market segments. The division needs were significant hence economically profitable. The dimension offers perfects identification criteria to locate female and young boys who required targeting. It offers small competition making it attractive for exploration, and it was accessible and in line with the goals of Shebah limited. The ideal customers based on the Shebah are females of all ages who may or may not be married as well as 12 years old boys all of who need protection from road miss-handlers.
Differentiation and Positioning Strategy.
Market development involves the use of identification procedures to develop a new market division for new products. It targets unavailable customers in the targeted segments as well as focuses on new clients in the new sector.
It involves adding a new service or modifying the older one or combining the two. It includes easiness of ordering which means the customer’s sign into the application system which an easy task. After signing in the client become in contact with Shebah who then provide their service by ensuring that they drive them safely to their destination (Vanderstraeten and Matthyssens 2012, pp.656-670). The company guarantees the safety of the clients by treating them with care.
Shebah can gain competitive advantage through the provision of training to drivers who then show characteristics such as competency, respect, trustworthiness, reliability, responsiveness and finally should understand and their customers and address them appropriately.
Position statement involves all females and young boys who sought for safe travel from Shebah, a female ride service, unlike the public transportation that promises women a safe journey without harassment. Considering fear faced by women as they use other means of transport such as taxis and public vehicle, Shebah guarantees more reliable transportation which makes it competitive with other transport provider services.
Beirão, G. and Cabral, J.S., 2007. Understanding attitudes towards public transport and private car: A qualitative study. Transportation policy, 14(6), pp.478-489.
Brewer, J., and Li, E., 2007. Wine-related lifestyle (WRL) market segmentation: demographic and behavioral factors. Journal of Wine Research, 18(1), pp.19-34.
Vanderstraeten, J. and Matthyssens, P., 2012. Service-based differentiation strategies for business incubators: Exploring external and internal alignment. Technovation, 32(12), pp.656-670.
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