Segmentation, Targeting and Differentiation and Positioning Strategy

Running head: Assignment 2-SEGMENTATION, TARGETING AND DIFFERENTIATION
AND POSITIONING STRATEGY
SEGMENTATION, TARGETING AND DIFFERENTIATION AND POSITIONING
STRATEGY
Name of the Student
Name of the university
Author Note

1
SEGMENTATION, TARGETING AND DIFFERENTIATION AND POSITIONING
STRATEGY
Table of Contents
Background......................................................................................................................................2
Market Segmentation.......................................................................................................................2
Market Targeting and Consumer Profile.........................................................................................4
Differentiation and Positioning........................................................................................................5
References:......................................................................................................................................7

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SEGMENTATION, TARGETING AND DIFFERENTIATION AND POSITIONING
STRATEGY
Background
The plastic pollution is emerging at an alarming rate in the beautiful city of Sydney in
Australia where there are a growing population and additional environmental pressure to keep
clutter in check. The concentration of microplastic pollution has led to the contamination of
Sydney Harbour. Around 60-100 particles per 100 mL of wet sediments are found which is
higher than anywhere else in the world (Montoya 2015). Plastic wastes including thin plastic
fibres, balls, flakes, etc. were the most common ones. Plastic Whale is the company that will
help in combating the issue. It is the professional fishing company in Amsterdam founded in
2011 (Plastic Whale 2019). Its mission is to tackle the plastic pollution problem and create value
from the wasted plastic. It took a challenge to build a boat and furniture using the plastic wastes
from the city’s canals and harbours.
Market Segmentation
Frequent Travelers Nature Lovers Young Professionals
Geographic
Density Urban Urban Urban
Region Lives outside Sydney
state
Lives in Sydney Lives in and outside
Sydney
Demographic
Age 30-55 25-50 22-40
Gender Male & Female Male & Female Male & Female