Evaluation of business proposition

The business will be evaluated using the STP model to segment the customer,
choose a target market, and consider positioning strategy.

STP Analysis

Segmentation Analysis:
Firstly, the customers can be segmented into the following four groups based on
demographic, psychographic and behavioural segmentation (Weinstein, 2004).
1. Students
Demographics:
 Age: 18-30 years
 Local and international students
 Varying academic disciplines and backgrounds
Psychographic Needs and Preferences:
 Textbook delivery
 Food and meal delivery
 Personal item delivery
 Convenience and time-saving solutions
Behavioural Traits:
 Frequent use of mobile apps
 Tech-savvy
 Value convenience and speed
2. Campus Staff
Demographics:
 Age: 25-60 years
 Professors, administrative staff, and support personnel
 Diverse educational and professional backgrounds
Psychographic Needs and Preferences:
 Office supplies and document delivery
 Personal item delivery
 Efficient and secure service
Behavioural Traits:

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  Busy schedules
 Concerned about data security
 Value efficiency and reliability
3. Delivery Personnel
Demographics:
 Various ages and backgrounds
 Independent delivery workers
Psychographic Needs and Preferences:
 Safe and secure handover of items for on-campus deliveries
 Familiarity with campus layout
Behavioural Traits:
 Frequent interactions with delivery platforms
 Concerned about item security
 Value simplicity and reliability
4. Corporate Clients (Future Expansion)
Demographics:
 Varying industries and sizes
 Organizations and corporations based in Suzhou
Psychographic Needs and Preferences:
 Efficient on-campus deliveries for employees or clients
 Bulk item delivery
Behavioural Traits:
 Cost-conscious
 Concerned about service reliability and efficiency
 Potential for long-term contracts

Targeting Analysis:
Based on the segmentation analysis, there will be a multi-segmented targeting
approach which identifies the primary and secondary target audiences as the
following:
Primary Target Audience:
 Students and Campus Staff: This group represents the core user base for the
in-campus smart delivery service. They have frequent needs for on-campus

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 deliveries and can benefit significantly from the convenience and security our
service offers. Moreover, Medley (2021) observed that college students are
well-acquainted with complex operating systems, making them ideal users.
Secondary Target Audience:
 Delivery Personnel: While not the primary audience, delivery personnel can
also be a valuable segment to target, particularly for situations where they
cannot enter the campus or need assistance navigating the campus grounds.

Positioning Analysis:
To effectively position our in-campus smart delivery service in the Chinese market,
we will focus on 4 key positioning strategies of benefit positioning, product features
positioning, price positioning and user positioning. Each strategy is sub-divided as
follows:

1. Benefit Positioning
1.1 Convenience:
First, position In-Campus Smart Delivery as the ultimate convenience for students
and campus staff. This can be done through highlighting how it makes lives easier by
providing on-campus delivery options for a wide range of needs, including textbooks,
meals, and personal items. Furthermore, the simplicity of ordering and the time
saved through the service can be shown (Indriyati et al., 2022).

2. Product Features Positioning:

2.1 Safety and Security:
Secondly, emphasize the product features positioning in terms of the safety and
security features of In-Campus Smart Delivery by marketing the code-based item
handover process, which ensures that items will not be stolen during transportation
(Yaratze, 2020). This can assure customers that their belongings are safe and
secure while in transit.
2.2 Eco-Friendly:
Additionally, advertise the service as environmentally friendly and in alignment with
China's sustainability goals (Mersy, 2020). It can be emphasized that autonomous
robots are an eco-conscious choice, reducing carbon emissions and promoting

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green, sustainable delivery solutions.
2.3 Tech-Savvy:
There should be a market focus on In-Campus Smart Delivery as a leader in
innovative, tech-driven solutions, emphasized through the advanced technology
behind the autonomous robots and their integration with the local tech ecosystem.
Consequently, it is important to showcase commitment to delivering cutting-edge,
tech-savvy solutions.

3. Price Positioning: Affordability:

Price positioning is important with a price-sensitive target market like college and
university students, position the pricing strategy should be promoted as competitive
and budget-friendly. As such, the 3-time free use for each month should be
advertised to encourage trial and adoption of the service. It is important to make the
pricing transparent and easy to understand.

4. User Positioning: Local & International

Finally, highlight the user positioning in that the service is tailored to both the local
and international market. This includes offering the app in multiple languages with
multilingual customer support, cultural sensitivity, and an understanding of local
needs. Therefore, this can assure customers that the service is designed with their
preferences in mind (Pink, 2018).

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Recommendations
To make a successful entry into the delivery service market, a strategic approach is
recommended based on the STP analysis. Firstly, customization is key, so tailoring
marketing messages and user experiences to meet the specific needs and
preferences of diverse demographic segments, such as students and campus staff
with different languages is key. This level of personalization can significantly
enhance the relevance and appeal of our service. Additionally, behavioural insights
should be harnessed continually. For example, analysing and monitoring the usage
patterns and preferences of the target audience will allow adaptation and
improvement of the service and marketing strategies effectively. Moreover, the main
focus should be on the primary target audience, including students and campus staff,
to establish a strong presence and gain momentum. Simultaneously, exploring
cross-selling opportunities to the secondary target audience, such as delivery
personnel, can expand our reach. In terms of positioning, we recommend positioning
our service as user-centric, emphasizing its convenience, reliability, and security.
Technology leadership should be highlighted to showcase the innovative features
that set us apart. Emphasizing our eco-friendly attributes aligns with the growing
emphasis on sustainability in China, while localized marketing, multilingual support,
and culturally relevant messaging will enhance the brand's appeal. Lastly, pricing
transparency should be ensured, promoting the affordability of our service through
occasional free-use offers and discounts to attract new users. These
recommendations will help to tailor the strategies to meet the needs and preferences
of the target audience and establish a strong presence in the market.

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Conclusion
In summary, In-campus Smart Delivery is am automated delivery robot service that
helps students and college staff to transport their various goods on campus,
responding to the current market needs in these area. The STP analysis provides a
strategic roadmap for the in-campus smart delivery service's successful entry and
growth in the Chinese market. It identifies key segments, including students, campus
staff, delivery personnel, and potential corporate clients, each with unique traits and
preferences. Prioritizing students and campus staff as the primary audience and
delivery personnel as secondary aligns the service with their specific needs.
Positioning strategies focus on convenience, safety, eco-friendliness, technology
leadership, affordability, and user-centricity. These positions underpin In-campus
Smart Delivery’s differentiation in the market. The recommendations, such as user
education and technology leadership, guide a strategic approach, preparing the
business for success. Looking to the future, by following these guidelines and
understanding the intricacies of the service delivery market, In-campus Smart
Delivery aims to address diverse audience needs and establish a compelling
presence moving forward.