Report on Marketing Strategy and Plan of Organization

Added on - 21 Apr 2020

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Running head: Marketing Strategy and Plan 1MARKETINGSTRATEGYRECOMMENDATIONSASSESSMENT 3 MMK101 TRIMESTER 2SHEBAH
Marketing Strategy and Plan2ContentsBackground......................................................................................................................................22.1 Target market and positioning statement...................................................................................22.2 Marketing strategy recommendations........................................................................................32.2.1 Marketing mix: Product strategy........................................................................................32.2.2 Marketing mix: Price strategy............................................................................................32.2.3 Marketing mix: Place strategy............................................................................................42.2.4 Marketing mix: Promotion strategy....................................................................................42.3 Conclusion.................................................................................................................................5Reference List..................................................................................................................................6
Marketing Strategy and Plan3BackgroundShebah is the first and the only rideshare service in Australia which is completely femaleoriented as its offers ride services to the women and children and the service providers i.e. thedrivers are also female members of the society. The service was launched in the year 2017,March on the occasion of International Women’s Day which worked through a mobileapplication and is one of the most popular and used applications in Australia. The servicesstarted with the aim of offering a convenient and safe transportation to female members of thesociety (Shebah, 2017). The report will present the marketing strategy and recommendations forthe marketing plan for the selected organisations, Shebah highlighting the target market andpositioning statement, marketing strategy recommendations and a brief conclusion.2.1 Target market and positioning statementTarget marketThe target market of Shebah is Australia as there are several regions of Australia which are stilldeprived of the services of Shebah. The key target market is the female customers as the mainaim of the company is to offer ride services to only the female members of the society as well asthe children. The target market comprises of those female individuals who are in a need of cabson an instant basis for their day to day work. Therefore, the key target market so the female usersand various regions of Australia including Perth, Darwin and Adelaide and may more regions(Chan, et al., 2016).Positioning statementThe positioning statement of Shebah is to evolve the manner in which the world moves formaking the destinations more accessible and offering a more secure and safe rides to the femalemembers of the society by having female drivers at first time in Australia. Thus, the positioningstatement of Shebah is not only to offer transportation services to the females but also to have abetter society with decreased rate of crimes by providing a secure travelling experience to thewomen of Australia (Sharma and Das, 2017).
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