The purpose of this assignment is to understand market segmentation and how to position products to market segments with relevant and appropriate messaging. Marketers never work with unlimited resources, so it’s important to develop marketing initiatives for population groups with the best opportunity to yield a return on investment (ROI). Marketing segmentation classifies populations into groups, market targeting identifies ideal segments out of many, and market positioning creates the appropriate messaging for that segment. Each of these steps is essential for a successful marketing strategy. Electric scooter rental companies like Bird, Lime, and Spin have become pervasive around the world. Select one scooter rental company and discuss how they have selected their market segments, how they describe their target market, and the positioning they use to grow their business within these market targets. Using one specific geographic market as an example explain whether they have been successful or not. Utilize business journals and online media outlets for your research.
Limit the assignment to three pages double spaced. The page limit does not include a cover page (optional) or references which should be listed at the end of the assignment. Use APA or MLA styles to properly reference citations. Note that footnotes are acceptable but do not replace the need for a reference section at the end of each written assignment.
