MKTG 3012 Week 4 Pre-workshop activity PDF

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Pre-workshop activity notes for MKTG3012 week 4...

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MKTG3012 Week 4 Pre-workshop activity 1. How does GoGet’s value proposition fit with the target segments profile? GoGet has implemented itself in Australia as a car-sharing service, similar to Airbnb, with the service being the sharing of one’s private car to others. GoGet aimed to remove the need for individual car ownership and instead share with neighbours and like-minded individuals. By using Goget, there has been a decrease in environmental damage and traffic. This is because many drivers don’t frequently use their car for long-distance travel and only travel for a necessity such as for work and grocery. GoGet’s also targets singles or couples with one child. As consumers with multiple children will be required to travel frequently with their car during the child’s growth period. Therefore, GoGet’s value proposition fits well with its target segment as its reasonably cheap compared to car ownership, the multiple travel frequency required to make it worthwhile and help decrease the environmental damage and traffic congestion. 2. Considering the target segments, what makes the GoGet business model different from car rental and car ownership? Car ownership is financially more expensive from Goget, as users will have to frequently use their cars multiple per week, with insurance, maintenance, paperwork for licences plate and drivers’ licence. Car rentals are different in a sense that There is multiple difference that stands out Goget from others, these include - Has their own private sharing fleet of cars - Having a dedicated parking space and pod space for their cars and service - Having a personal swipe card - The condition required when the car returns back...