Unique Selling Proposition includes a differential factor that distinguishes a business from its competitors influencing customers to switch brands. Regarding this, the proposition must be distinct from the competitor's, as well as be adequately strong to convince masses. On the other hand, market segmentation involves market, and customer division into subgroups depending on shared characteristics. This aspect allows the organization to identify customer's needs, resolve on how to meet the desires, and execute best marketing strategies to gain competitive advantage. Therefore, market segmentation plays a vital role in developing a Unique Selling Proposition since a marketer must understand the market, as well as prospective customers. Concerning this, the new application that read, record and tracks the temperature information target America; thus there is need to understand consumer market using various segmentation variable, recognize rationale for selecting the market, as well as evaluate the market in terms of anticipated growth, revenue opportunities and past performance.
Since America is the target market for the mobile application that can read the record and track temperature information without using data, it can be described using segmentation variables such as demographics, psychographics and geographies. In demographic segmentation, a business considers various aspects such as age, gender, location, income, family situation, ethnicity, family situation, as well as education ( Dolnicar, Grün & Leisch, 2018 ). Regarding this, one of the major symptoms of an individual having COVID-19 is higher temperatures and anybody can be infected with the virus irrespective of age, sex, religion, and ethnicity. Therefore, demographically the application targets individuals across all ages, gender, ethnicity, income and family situation without any group being left out. In psychographic segmentation, prospective customers can be classified depending on their personalities and characteristics such as personality traits, values, attitudes, interest, lifestyles, priorities, as well as psychological influences ( Alt & Iversen, 2017 ). In this respect, this kind of segmentation is more subjective and due to this the reason, the application is targeting everyone regardless their values, lifestyle, interest and psychological influences since the pandemic are not discriminative at all. Behavioural segmentation concentrates on how customers in a particular market act including various aspects such as purchasing habits, spending habits, user status, as well as brand interactions ( Dolnicar, Grün & Leisch, 2018 ). Regarding this, the application targets mobile users who are can utilize them and prioritizes their health. In geographies, the business classifies customers based on geographical borders depending on various aspect such as ZIP code, city, country, climate, rural or urban ( Alt & Iversen, 2017 ). In this respect, the product will be focused on the American boundaries considering that the country has fifty states and among the developed countries with a high population. The segmentation variables put the application in a position for success in the marketplace due to technological advancement across the globe.
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The rationale for selecting Target Market
America is the most attractive target market due to the high population especially the middle-aged and has a high number of mobile users. According to the Worldometer updates on United States population, the country has three hundred and thirty million, seven hundred and ninety-five thousand, eight hundred and thirty-seven (“United States Population”, 2020). The data implies that the country has a high number of prospective customers and it is ranked in position three depending on population. The United States of America contributes to 4.25 per cent of total populace across the globe with 82.8 per cent living in urban areas. Moreover, in America 96 per cent hold cell phones with 81 per cent having smartphones; hence the majority can comfortable utilize the application since it is free of charge. Over the past years, the world has experienced technological advancement where the majority can acquire everything at the press of a button. Regarding this, the application is freely accessible at Goggle Play Store to Smart Phone users making hence prospective buyers can download the App at the comfort of their homes.
Moreover, America is the most attractive to the marketer due to the high registered cases of COVID-19 attributing to approximately one hundred deaths as of 24 May 2020. According to the Worldometer, United States has registered one million, six hundred and sixty-six thousand, eight hundred and twenty-eight cases of Corona Virus (“Corona Virus Cases,” 2020). This data illustrates that the country has been the most affected by the pandemic, and individuals require being more cautious as a way of protecting their loved ones. Therefore, considering that the country’s family setting facilitates interactions, the temperature application will act as a cautious mechanism to show love to the beloved ones.
America in Terms of Revenue opportunities, anticipated growth, and Past Performance
America is among the developed countries in the world and statistics implies that the country is anticipating growth for the next years. Research indicates that the United States has experienced an increment in revenue opportunities, as well as economic growth rate. Relating to this, changes in lifestyle and regular exercise are the major contributors to the health problem, especially in developed countries such as America. Therefore, the majority consider their health crucial to an extent they monitor their progress to make adjustment where appropriate.
Conclusion
In developing the Unique Selling Proposition, one requires to understand the market to facilitate making sound decisions. In deciding the target market, segmentation can be done geographically, psychologically, and demographically. America is the most attractive market for the marketer due to the high population, a high number of smartphone users and mostly affected country by Covid- 19. The country has been ranked position 3 in terms of the population across the globe with eighty-two individuals utilizing Smart Phones. Moreover, the country is anticipated to have high revenue opportunities growth as compared to past experiences.
References
Alt, J., & Iversen, T. (2017). Inequality, labour market segmentation, and preferences for redistribution. American Journal of Political Science , 61 (1), 21-36.
Corona Virus Cases, Worldometer, https://www.worldometers.info/coronavirus/
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market segmentation analysis. In Market Segmentation Analysis (pp. 11-22). Springer, Singapore.
United States Population, Worldometer, https://www.worldometers.info/world-population/us-population/
