Justifying the value of proposed target segment

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Reference no: EM132831698

As the Uber case reveals, the company's primary challenges are associated with gaining competitive advantage in mainland China, where Didi controls most of the market. According to the case, Uber's (organizational) goal is to establish itself in China, increasing its sales and earnings.

1. Come with an alternative target segment (one that hasn't been mentioned in the presentation) for Uber in China. Define that segment in terms of its demographic and psychographic profiles. Next, explain why you believe the alternative target segment is lucrative for Uber. You may refer to the size of the segment, its purchasing power, and so forth. Please use any data you believe is relevant in justifying the value of your proposed target segment.

2. Once the alternative target segment is proposed, briefly (a few sentences) state how you would position Uber toward that target segment (e.g. For 35-45 y/o upper-middle class college educated time-sensitive business professionals/achievers who are stylish and care about environment, we would position Uber as...)

Reference no: EM132831698

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