By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest-growing internet startups. They sought to match suppliers of assets for rent, physical products, or services with customers demanding them. Among the most notable two-sided platforms, in terms of their tremendous early growth, were Airbnb, Etsy, and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. As two-sided markets grew to scale, network effects kicked in as more consumers bred more suppliers and vice versa.

Adapted from HBP resources for educators

QUESTION:

Critically evaluate and demonstrate the benefits of developing a segment profile before deciding on the brand’s marketing mix. Justify your answer with, at least, two potential segment markets and their traits relevant to Uber.

Answer rating: 100% (QA)

Developing a segment profile before deciding on a brands marketing mix is crucial for effective targeting and maximizing the impact of marketing efforts By understanding the characteristics needs and ... View the full answer