"SHEBAHASSESSMENT 2MMK101 TRIMESTER 2SEGMENTATION, TARGETING,DIFFERENTIATION ANDPOSITIONING STRATEGY Contents1. Background ................................................................................................................................... 22. Market segmentation .................................................................................................................... 23. Market targeting and consumer profile ...................................................................................... 34. Differentiation and positioning .................................................................................................... 35. Reference ....................................................................................................................................... 41 1. Background Shebah is an Australian company which provideswomen a safe and convenient transport. It is acompany established on the international women’s dayby George McEncroe. This considered to be a company for women driven by women. Shebahdrives women and the children upto age 12 and boy at ages 12 to 18 only if they areaccompanied by a female guardian (Shebah, 2017). Further understanding, Shebah now operates in Melbourne Geelong, Sydney, Brisbane, GoldCoast and Sunshine Coast. Shebah has already developed an app which could be downloadedfrom the App Store (Shebah, 2017).2. Market segmentation Market segmentation is identified as a method to divide the market into well-definedpartitions (Lynn, 2011). Accordingly, a market segment comprises of a group of customerswho share a similar set of needs and wants. It is the duty of the marketer of the organisationto identify the appropriate market segment in order to achieve his sales targets. Further,segmentation supports the organisation to define their market in to smaller groups (Bhasin,2016). As identified by the experts, to recognize the segments, marketers would look intodescriptive characteristics such as geographic, demographic, and psychographic (Kotler andKeller, 2012). Understanding what market segmentation is Shebah should look into the characteristics suchas geographic, demographic, and psychographic. As Shebah is only female driven company,both demographic and geographic is considered to be vital as Shebah should identify whichareas to target for customers who are ready to use this type of taxi service. Identifying segments Shebah could look into smart phone users, customers who value time,safety and convenient, young female professionals, customer groups who always get use of ataxi for their ride. Further, Shebah could determine a segment as the customers in the rural2 areas.When Shebah identifying the market segments, it is crucial to recognise the facts thatthe customers would look into when selecting a taxi service.Thereby, the characteristics ofShebah such as safety and convenience could be stressed out for segmentation. Most of the customers today look more for safety, convenience and on time delivery of theservice as the customers are struggling with their busy schedules. 3. Market targeting and consumer profile Once the organisation has determined the market segments, then the marketers should decideon how many and who are the customers that the organisation should target (Lynn, 2011). Inorder identify smaller, well defined target groups, marketers of the organisation increasinglycombining several variables.Accordingly, the organisation could target their markets at fourmain levels namely, mass, multiple segments, single segment and individuals(Kotler andKeller, 2012). Targeting and consumer profiling is where the organisation should identify to whom theyshould introduce their benefits. Among the segments the Shebah identified, the target marketscould be the housewives, teenagers, young female employees of a company, school childrenwho do extra activities, families who have infants and children below the age five years.Further, Shebah should create awareness of their characteristics.On the other hand consumer profiling is where the organisation gives point out on the goalsof the customers and indicate them that the respective product or service would meet theircustomer goals (Khan, 2013). Accordingly, Shebah could reach their target groups and createa thought that Shebah would provide them with the safest and convenient transport option totheir busy schedule.4. Differentiation and positioning Positioning is considered to be the act of designing organisation’s offerings and the image tooccupy a distinctive place in the minds of the target market. The objective of positioning is to3 locate the brand in the minds of the consumers in order to maximise the potential benefit tothe organisation. Accordingly, a good brand positioning would guide the marketing strategyby way of clarifying the brand essence, identifying the goals it helps the consumer achieveand showing how it does so in unique way(Kotler and Keller, 2012).SecurityIndividual TaxiConvenienceChart 1: Positioning of ShebahUnderstanding the cabs services in Australia, there are many cabs services which have beenestablished compared to Shebah. Shebah is considerably a new entrant and also a newconcept to the Australian market. Thus with the characteristics such as security, Shebah is inhighest level. This could be recognised where their drivers are female, well experienced.Accordingly, Shebah as a cab service could be positioned in highest point where bothconvenience and security is high.While considering differentiation for Shebah, Shebah could introduce colours for theircategories of services and also they always could point out its safety, convenience and theopportunities given to the female for both passengers and their employees.5. Reference4 "