Marketing Plan Final. Business & Marketing Essay. Segmentation

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Segmentation
Market segmentation is a critical process to segregate the customer base strategically. In general, products and services offered by companies require a particular customer segment that would gain maximum utilisation from the consumption. A market segmentation process would subdivide the customer base into subgroups, which would further allow the organisations to manage the distribution of product or service effectively. Through the market, segmentation organisations tend to break down the customer base into manageable groups. The segmentation is a critical process of reaching out the right set of people and generating substantial market returns in an organised manner (White, 2019).
In the case of Uber, the company is a service-oriented business, offered to the public at a broader spectrum and convenience. Hence, a single segmentation strategy would not suffice the strategic requirement of Uber. As a result, Uber is recommended to follow three marketing strategies to reach the customer base more effectively. The company would utilise the three suggested segmentation strategies systematically. Uber could anticipate experiencing a synergic outcome from the integrated implementation of proposed segmentation approaches in the business. It would allow the company to sustain the market return while securing the market growth in an uncertain global service sector.
Demographic
The primary segmentation tactic for Uber is demographic. The demographic segmentation is the division of customer base according to age, income, gender, religion, and related aesthetics that specify fundamental characteristics of an individual. Demographic segmentation is compulsory to identify the right set of consumers at a primary level (White, 2019). The segmentation approach allows the organisation to integrate census data, which is essential to address the fundamental questions of economic sciences, namely ‘What’, ‘Where’ and ‘How’ to produce a product or service. The demographic segmentation is primary segregation that Uber would integrate as its market segmentation strategy.
Demographically, Uber would focus on the following aspects while segregating the customer base:
* Gender: Both Males and Females
* Age: 16 years to 60+ years
* Income: From USD1,000 and above
* Religion: Any
* Education: Primary education at minimum to function the smartphone application for understanding the interface and servicescape offered by Uber
The above characteristics of demographic segmentation would mitigate complexities for the company in dividing people into appropriate subgroups. The role of demographic segmentation is critical to support the other two strategies in the latter stages of the market segmentation process. The company would integrate demographic characteristics initially in the marketing plan primarily.
Behavioural
Once Uber fulfils the demographic segmentation of the marketplace, the company would make subsequent progress by dividing the customer further through behavioural segmentation. By definition, behavioural segmentation divides consumers based on the behavi...