A Comprehensive Report on Shebah's Market Segmentation Strategy

This report analyzes the market segmentation strategy of Shebah, the first Australian female rideshare service. It explores the geographic, demographic, and behavioral segments targeted by Shebah. The geographic segment focuses on women and children in isolated areas, while the demographic segment targets working women and children. The behavioral segment considers consumer decision-making. The report identifies Shebah's primary target market as working and middle-aged women and children, and its secondary target market as college-going women in the outskirts. Furthermore, it highlights Shebah's differentiation and positioning strategy, emphasizing female drivers and women empowerment. The report concludes that Shebah has set a positive example in the rideshare industry through its innovative strategies and initiatives.

Running head: MARKET SEGMENTATION
Market Segmentation
Name of the Student
Name of the University
Author Note

1MARKET SEGMENTATION
Table of Contents
Background:...............................................................................................................................2
Market Segmentation:............................................................................................................2
Geographic Segment:.........................................................................................................2
Demographic Segment:......................................................................................................2
Behavioural Segment:........................................................................................................3
Target Market:........................................................................................................................3
Differentiation and Positioning Strategy:...............................................................................3
Conclusion:................................................................................................................................4
Reference:..................................................................................................................................5

2MARKET SEGMENTATION
Background:
Shebah is the first Australian female rideshare service that offers safe and peaceful
ride to the women and children. The organization provides its service to the various parts of
the country and its outskirts, such as- Melbourne, Geelong, Sydney and Brisbane and so on.
The organizational leaders are putting their tireless effort to expand their area of service.
Shebah has started its journey in March 2017 (shebah.com.au 2017).
The following article has concentrated on the market segmentation and target market
of Shebah.
Market Segmentation:
The market sector of Shebah can be segmented in three different sections, such as:
Geographic Segment:
Geographic areas of the rider plays major role in this aspect. Women or Children who
live in the outskirts or isolated areas need to rely on the normal cab to reach to their
destination at night, which often lead them to meet many deadly consequences (Hietanen
2014). The Shebah service will be beneficial for them. They can easily rely on this service
and reach their home safely on time.
Demographic Segment:
Secondly, market sector can be segmented o the basis of the age, gender, income as
well. Shebah is mainly started to provide service to the women and children. Women and
children often become the victims of various kinds of criminal activities. Thus, working
women who rely on the unknown cab to return home from their workplaces can easily avail
the service of Shebah. At the same time, kids who travel alone or return from school alone

3MARKET SEGMENTATION
can easily avail Shebah. The service of Shebah is reasonable for the working class of the
society. They can easily avail its service and enjoy a safe ride.
Behavioural Segment:
The final segment is Behavioural Segment. The decision-making capabilities of the
consumers plays vital role in this aspect (Smith 2014). People often avail normal cab service
in an odd time, which is not suitable for the women and kids. Thus, consumers often look for
safe cab service within an affordable price. Such decision of the consumers plays vital role in
this section.
Target Market:
It is important for every business organizations to identify their target market in an
appropriate manner to provide quality service to their consumers (Kim 2014). In this
scenario, the primary target market of Shebah is the working and middle-aged women and
kids who travel alone. They often face various difficulties to find cab while returning home
from their office and schools (Nykiel 2016). Thus, Shebah aims at providing them a safe and
peaceful cab service to them.
Secondary target market of Shebah is the college going girls and women who live in
outskirts of the city. It is difficult for them to reach to their home at night. No cab agrees to
help them out. Thus, Shebah has provided assurance to them about their service. The
responsible and experienced cab drivers of Shebah are aware of their role and duty towards
their consumers and they make sure that every customer reaches home safely every day.
Differentiation and Positioning Strategy:
Shebah authority has designed its service and organizational structure in such a
manner that it is capable of drawing the attention of the large number of consumers. Along
with all other modern facilities, Shebah is known for its women drivers. In order to ensure a

4MARKET SEGMENTATION
safe ride for their customers they appoint female drivers who have efficient driving skills. It
helps the consumers to rely on their service of Shebah. It has distinguished Shebah from
many other cab service companies. There are many rival companies in the industry that
provides all kind of modern support to the consumers like app, discounts. However, female
driver facility has enhanced the competitive advantage of Shebah in a significant manner
(Teece and Linden 2017). It has brought revolution in the industry by this practice.
On the other hand, the aim of women empowerment has also grabbed the attention of
the large number of consumers. The organizational management allow their drivers to keep
85% of total fair. It plays major role in making women financially stable. At the same time, it
has created a job opportunity for the women of the society. It attracts the attention of large
number of consumers.
Conclusion:
As per the previous discussion, it can be concluded Shebah has set an example for
other cab companies by adopting modern and efficient strategies and notable initiatives. It has
led the organization to achieve the immense respect from the society. At the same time, the
profit margin of the organization is also growing high day by day.

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Reference:
Hietanen, S., 2014. Mobility as a Service. the new transport model, pp.2-4.
Kim, G., 2014. Why BIG DATA for the Smart City?.
Nykiel, R.A., 2016. Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.
shebah.com.au. (2017). shebah.com.au. [online] Available at: http://shebah.com.au [Accessed
1 Sep. 2017].
Smith, R., 2014. Digital delivery of legal services to people on low incomes. The Legal
Education Foundation.
Teece, D.J. and Linden, G., 2017. Business models, value capture, and the digital
enterprise. Journal of Organization Design, 6(1), p.8.