Marketing Strategy Recommendations for Shebah - MMK101, Trimester 2

This report provides a comprehensive marketing strategy analysis and recommendations for Shebah, a ride-sharing service targeting female customers in Melbourne. The report begins with an analysis of Shebah's target market, identifying partygoers as a key demographic and positioning the service as a safe and secure transportation option. It then offers detailed marketing strategy recommendations, including promotion strategies such as discounts and offers, pricing strategies like penetration pricing, and product and place strategies like expanding services and improving amenities. The report emphasizes the importance of understanding competitor tactics, adapting pricing to attract customers, and spreading services to other states and countries. The conclusion reiterates Shebah's commitment to providing safe transportation and suggests strategies for achieving a strong customer base, including expanding service offerings like bike rides and other packages. The report also includes a reference list of supporting literature.

SHEBAH
ASSESSMENT 3
MMK101 TRIMESTER 2
MARKETING STRATEGY
RECOMMENDATIONS
Student Name:
Student Number:

Table of Contents
2.1. Target Market and Positioning Statement................................................................................3
2.2. Marketing Strategy Recommendations.....................................................................................4
2.2.1. Promotion Strategy............................................................................................................4
2.2.2. Pricing Strategy.................................................................................................................5
2.2.3. Product and Place Strategy................................................................................................5
2.3. Conclusion................................................................................................................................6
Reference List..................................................................................................................................7

2.1. Target Market and Positioning Statement.
Target Market: The target market can be the party goers as the pubs, nightclubs along
with the bars are in high demand among the females in Australia. The
demand for different kinds of public transport is huge on the weekends.
As per Leonidou, Katsikeas and Morgan (2013), there are huge number of
females who prefer walking long distances and using sharing rides and
taxis as well. Furthermore, there are harassments that usually take place
when the female partygoers are intoxicated and they come home late night
on the weekends (Khan 2014).
Around the entire world, various taxi services are becoming popular
among the urban areas that are intended only for women. There have been
different kinds of harassments around the world regarding harassment and
grouped in different kinds of public transports such as buses, subways as
well as taxis. The most harassment and violence faced by the women in
the world are different public transportations (Schlegelmilch 2016).
Therefore, it can be suggested that Shebah is the safest kind of service
that can be provided to the female customers who are partygoers in every
part of the world (Huang and Sarigöllü 2014). Therefore, it can be
analyzed that Shebah is the safest service provided to the female
customers and it can build loyal and strong customer base in Melbourne.
Positioning
Statement:
Both positioning and differentiation are related to the strategies of marketing
(Helm and Gritsch 2014). The level of the fear that has been reported in
Melbourne is higher than men (Mintz and Currim 2013). This helps in
understanding that the different products and services in the entire market.
Shebah has the utmost opportunity to thrive in the entire competitive market as it
can help in differentiating based on the products, services, channels, image and
features (Davari and Strutton 2014). Shebah has a USP (Unique selling price)
in terms of various products as well as services that are only for the women

customers in the Shebah has created a positive environment for the women
customers to travel with them as the features differentiate them from other
services in the market. Shebah is working for the welfare of the female
customers by providing them a safer environment to travel with them. Shebah
works for the empowerment and safety of the women customers as they feel
safety is first for the women in any part of the world (Barrett and Weinstein
2015). These are the differences and values looked by the customers and Shebah
is offering them with proper safety and precautionary measures as well.
Therefore, Shebah is trying to thrive in Melbourne and offering safety measures
to the women as this will help them in reaching to more customers all around the
world.
Therefore, Shebah can be suggested to all female customers in Melbourne as it
provides safe, convenient along with secure form of transportation to the women
(Bahadir et al. 2015). These kinds of services help in providing betterment and
empowerment to the women and the market offering is safe and secured in
nature as well. For the female customers who are partygoers, Shebah is the best
option that can be availed by them that will help in ensuring safety and security
to the riders in Melbourne (Andaleeb 2016).
2.2. Marketing Strategy Recommendations.
2.2.1. Promotion Strategy
Shebah is offering safe, secure and accurate driving facilities to the female customers in
Melbourne. It can be recommended that Shebah can start offering discounts to the customers or
other offers like share and ride that can grab the attention of more customers in Different parts of
the world. Shebah needs to provide benefits for the customers who are travelling alone and want
reasonable fares at peak hours or late at night such as the partygoers. This can make Shebah
more popular in nature as this will help them able to compete with the other companies such as
Uber.

Lastly, it can be recommended that Shebah is a new brand in the market that is developed for the
females and children in different parts of world. To promote the brand Shebah it is necessary for
the officials of Shebah to understand the tactics of their competitors and provide necessary
benefits as that can make their brand image stronger in nature. Shebah needs to keep the prices
lower in nature to attract all groups of female customers and it can be affordable to them as well.
2.2.2. Pricing Strategy
The strategy of pricing that has been done by Shebah has to be such that it can generate huge
revenue and profit in the near future. Shebah must follow and apply penetration pricing
technique as this will help in exploitation of the travellers who are female that are created by the
local transportations. Shebah needs to adopt strategies that will help them in increasing the
number of cars in the roads of Melbourne. As pricing is the integral part of all the companies, it
is recommended that Shebah introduces huge number of cars in the market as to provide safety
and security to the women in the odd hours of the rides taken by them. It is also recommended to
Shebah that they can introduce different options for the customers such as women who want to
travel in SUVs; there can be different options for the passengers who want comfortable rides
with low fares as well.
2.2.3. Product and Place Strategy
The product strategy of Shebah helps in understanding the requirements that are required to be
added to make the strategy successful in nature. It is recommended that Shebah needs to adopt
strategies related to improvement in the product and places as well. Shebah needs to spread their
services to other states and countries as well as this will help in lessening the harassments that
are faced by women customers in rest parts of the world as well. Proper Wi-Fi can be added to
the facilities of Shebah as it will make the car more successful and it will provide customers a
different feeling riding Shebah.
Shebah can bike rides to the women in future that will be exclusively for female customers as
well. Shebah can adopt this kind of bike services, as it will help in making the services popular
among the women who have problems and issues travelling in cars or the ones who wants cheap
and affordable rides to their office or other important places as well. Other attractive packages
can be provided to the customers in the future such as on hire basis for the female customers who

want to ride the car for the entire day and they can book the app within a reasonable rate as well.
Similarly, for the places Shebah can cover certain other places other than Australia, as this will
be great opportunity for them to increase their popularity in the other cities and countries as well.
The female customers are desperately in need of such kind of services that can provide them
safety and security while travelling. In the recent era, there have been different incidents of
harassment of women in various regions and countries as well. Therefore, it can be
recommended that they can work with the help of different tiers in the different parts of world, as
it will help them in gaining success and profitability in future as well.
2.3. Conclusion
Therefore, it can be inferred that Shebah is providing proper, safe and secured services to the
female customers in Melbourne. Shebah can adopt other marketing strategies as well that can
attract other groups in the society as well. Shebah has targeted the female customers specially the
partygoers who desperately require transportation when they are intoxicated. Shebah provides
safe, secure and proper transportation to the women as the other public transports and subways
are not safe and secured at late nights and it can be harassment for the women as well.
The product, pricing as well as promotional strategies has to be implemented in such a way that
products that can meet the requirements of the individuals in the competitive market by
providing proper services and meet the desire of the female customers in Melbourne. Proper
strategies of promotion of the services delivered by Shebah have to be changed in such a way
that it helps the female customers ride Shebah without any fear. The customers can hire Shebah
for the entire day, as this is comfortable for the women riders and can feel safe in Shebah as well.
Lastly, the strategies related to product and place have to be applied in such a way by Shebah
that it will help them in gaining strong customer base in all parts of world. Shebah must acquire
other products such as bikes that can be applicable to the women in all parts of world in future
while they are riding and they want cheap and affordable rates while travelling to their college or
schools as well.

Reference List.
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Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. “Greening” the marketing mix: do
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Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics
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