SheTaxis: Women on Wheels


This case study investigates the key competitive advantages, marketing strategies, and challenges of SheTaxis, a taxi service in the United States that began operations in 2014. Niche marketing is an approach that has been applied successfully by SheTaxis, with the specific target audience being women. Women, who are concerned with their safety, would generally prefer to ride in vehicles driven by women drivers. SheTaxis is currently the only company that addresses their concern. However, SheTaxis may face fierce competition from international players in the market, mainly Uber. This case highlights how SheTaxis is focusing on various strategies, specifically to (1) focus on women passengers only by understanding their needs, (2) provide women drivers to address safety issues, and (3) be more aggressive in regard to their competition by focusing on the niche market. What steps can SheTaxis take to establish its presence and so sustain itself in the niche market it has chosen?

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2023 Sage Publications, Inc. All Rights Reserved

You are not authorized to view Teaching Notes. Please contact your librarian for access or sign in to your existing instructor profile.
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles