Identifying the challenges:

Due to the one-of-a-kind nature of its business model, SHEBA.XYZ has enjoyed success right
from the start, but it has far more potential than this. The fact that the general public is either
unfamiliar with the SHEBA.XYZ brand entirely or does not know too much about it is one of the
issues the company is experiencing. They are unaware of the kind of services that can be
provided by SHEBA.XYZ, as well as the total number of services that can be provided. During the
course of our market research, we discovered that fifty percent of the people we questioned
were unaware of what SHEBA.XYZ is, and that fifty percent of the people who were aware of
SHEBA.XYZ were unaware of the variety of services that can be offered by the company. In a
nutshell, the primary obstacle consists of disseminating information about the brand.

Current target market:

SHEBA.XYZ is an online market place for services that connects customers with vetted service providers
on an as-needed basis. The city of Dhaka is the primary focus of this program. If we examine the market
that it is now aimed at, we can see that it is aimed at numerous subsets of consumers while also
functioning as a platform for a wide range of different types of services. Because any person at any
moment may find themselves in need of home or other services, each service is available to a diverse
range of customers. SHEBA.XYZ takes into account the characteristics shared by such needs of their
customers and offers services that are more comprehensive.
Because the services offered by SHEBA.XYZ are not low-cost items, their target market does not include
those with incomes lower than the middle class. They aim their attention at a variety of social classes,
specifically the middle class, the upper middle class, and the higher class. In addition, they focus on
people at various stages of the family life cycle, such as persons in the bachelor, honeymooner, and
parental stages of life. The regional sectors concentrate on residential locations, areas with a large
number of bachelors, and areas with a high profile.

Current ad practices:

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The commercials for SHEBA.XYZ that are currently running can be found on a variety of social
media channels. Also engage in marketing via SMS. During the preliminary phase, they have
also disseminated flyers.

Methodology:

The primary purpose of our study was to conduct an analysis of the market as well as the behavior of
consumers in regard to the brand. Both main and secondary studies were carried out by our team so
that we could finish the project.

The following table presents the findings of our investigation along with our interpretations of those
findings:

Primary research-
In preparation for the campaign, we developed an online questionnaire that allows us to collect
primary data from our clients.
In addition to this, we personally interviewed 15 participants for the survey as part of our
research. This poll assisted us in determining who our target audience is as well as their level of
familiarity with our brand and the products it offers.
A few essential inquiries, together with the relevant data and conclusions:

1. Which social class do you belong to?

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 Interpreta
tion: People from the higher, upper middle, and medium classes on the social class spectrum
are the folks who make up SHEBA.XYZ's target market, and we have been successful in reaching
those people for our survey.

2. Where do you belong in family life cycle?

Interpretation: This indicates where our target customers belong in the family life cycle.

3. Have you heard of “SHEBA.XYZ”?

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Interpretation: This shows if the people from our survey knows about the existence of
SHEBA.XYZ or not. We can see that more than half of them know about it.

4. Do you know what kind of services “SHEBA XYZ” provides?

Interpretation: This indicates to the fact that even though more than half people know about
SHEBA.XYZ but they do now know what services SHEBA.XYZ provides.

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5. Have you ever seen any advertisement of " SHEBA.XYZ "?

Interpretation: This graph shows us that many of our target consumers have not seen any kind
of advertisement of SHEBA.XYZ.

6. If you have, where did you see or heard about it?

Interpretation: Again, a lot of people has not seen any advertisements but those who have
seen some, saw it in social media or heard it from somebody.

7. If you can have " SHEBA.XYZ " in a reasonable price, would you like to use it more

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often?

Interpretation: This shows that the targeted customers are interested in using SHEBA.XYZ; so,
SHEBA.XYZ needs to get them used to online service purchasing behavior and become more
trustable.

Suggestions from the respondents: Many of the respondents have requested that SHEBA.XYZ
increase the amount of promotion that is done for their services since they are unsure of the
kinds of services that can be provided by SHEBA.XYZ. They have also requested price reductions
because the majority of people in the middle class believe that the services are expensive
purely because of their online presence, and they have trust difficulties regarding the providers
of online services. It would be possible to tackle this problem by providing them with incentives
to sample the items and experience the benefits for themselves; doing so might also assist
them in becoming accustomed to the behavior of acquiring online services.

SWOT Analysis:

Strength

1.One of the first companies to pioneer the industry for online services.
2. A comprehensive range of service options.
3. A positive perception of the brand.

Weakness

1. It is difficult to maintain a consistent level of quality.

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2. In order to use the app, a connection to the internet must be established and maintained at
all times.
3. The cost may present a challenge.

Opportunities:

1. Untapped market.
2. The increasing reliance on technological devices.
3. First mover advantage.
4. The expectation of receiving high-quality service.

Threats:

1. A general lack of faith in the reliability of online service platforms

2. Customers who are not accustomed to the behavior expected of internet service.
3. Additional on-demand service providers available online, such as Handymama.

Identifying TG:

There is not a new market segment that SHEBA.XYZ is focusing on. Persons from the middle
class all the way up to people from higher classes can afford it, and people from all different
stages of life are targeted because everyone could have a need for housekeeping and other
services at any time. The qualities are broken down into four categories: geographic,
demographic, psychological, and behavioral.

Geographic
Inside Dhaka City, focusing on residential areas, bachelor prone areas and high profile areas.

Demographic:

Age 18-55
Income Medium to high
Gender Both Male and Female
Occupation Students, Service holders, business men and housewives.
Psychographic:

Lifestyle People from bachelorhood, honeymooners and parenthood of the

family life cycle.

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 Social Class Middle class, Upper middle class and Higher class.
Behavioral:

Frequency: Our consumers can be both heavy users and light users. Bachelors
may depend
on the services who have less time for household chores hence
becoming heavy users and the
light users will use it for their own personal conveniences.

Customer Driven Service Marketing Strategy:

Customer analysis

Competitor analysis

Company analysis

Service Positioning Strategy STP