UBER Market Segmentation

Identify the market segmentations of Uber (geographic, demographic, behavioristics, psychographic). Describe how each element is being implemented.

Every organization needs effective market segmentation. Effective segmentation helps the management of the company to target customers in a lucrative manner.  UBER is an American multinational transportation network, which deals with peer-to-peer ridesharing and taxicab.  This organization is in the limelight due to the expansion process in different countries. In different countries, including the United States of America, this company has identified and implemented several segments. The illustration of these segments is as under.

Geographic

Uber targets the customers and grabs the market in different regions. For Instance, the firm management has grabbed the market of America, Asia, New Zealand, Europe, and Africa. The firm has identified the need for public transportation in these regions or geographical areas. Interestingly, both rural and urban areas have been targeted by this company to grab the immense range of customers. The geographical segmentation is a need of this company. The potential markets, in need of quality transportation, are the main targets. Uber seems quite successful in this segmentation (Dudovskiy, 2018).

Demographic

The age of customers of Uber Company is 18 to 65. Further, several segments have been made by the company. For Instance, for Uber X, Uber-MOTO, Uber AUTO Uber XI, and Uber pool, the company identified the segment of makes and female. These customers contain the age of 18. On the other hand, for Uber premium and Uber Go, customers containing the age of 25-65 are the main customers. From young adults to senior citizens, this segmentation is identified and implemented in both rural and urban areas. Students, employees, and professionals are included in this segment (Dudovskiy, 2018).

Behavioral

The behavioral segment has been implemented effectively as well.  People who are willing to take a ride at the low price and want to save their money are targets of the company for all kinds of services. People usually want to take benefit of comfort and quality transportation. Thus, Uber has designed its taxi service. Uber attracts first time users, non-users, regular users and potential users.  Interestingly, integrating with the behavior of customer has helped the company grab the wide range of customer. People depict the changed behavior when integrating this service (Richter, 2018).

Psychographic

Lower, middle and working class of people want the cost-efficient transportation service. It has been revealed that the Uber Company integrates with the psyche of the customer. For Instance, people who want to explore region are targeted effectively. Travelers around the globe find Uber the best option to move on and explore the world.  Interests, activities, and behavior of people are the main elements of this segment. For Instance, the group, including three to 4 members wants to move. They want a cheaper ride to move together and share the fare. It also depicts the lifestyle and interest of people.  The most important thing for this company is to engage the preferences. Based on the Psyche of customers, services can be shaped and expanded (Richter, 2018).

In the end, it is to conclude that the Uber has increased sales and revenue streams due to the effective implementation of this segmentation. However, it is a good time to evolve with the time and integrate with some new transportation trends to make more segments.  In the marketing process, Uber usually makes the customer-focused strategies to enhance the visibility of positioning. Thus, the role of effective segmentation and execution is quite visible. In the competitive landscape, lucrative segmentation can open ways for this transportation company to gain and sustain the sustainable competitive advantages.

References

Dudovskiy, J. (2018, March 24). Uber Segmentation, Targeting, and Positioning. Retrieved from https://research-methodology.net/uber-segmentation-targeting-and-positioning/

Richter, W. (2018, July 30). Uber and Lyft are gaining even more market share over taxis and rentals. Retrieved from https://www.businessinsider.com/uber-lyft-are-gaining-even-more-market-share-over-taxis-and-rentals-2018-7