https://link.springer.com/chapter/10.1007/978-3-030-13020-6_20

Read the Case Study 'Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada'

then use it to help with the question

Using the Sheth/Frazer Matrix, Transtheoretical Model (Stages of Change Model) or Climate Change Segments select and justify your choice of a target market for BEST if it were to introduce its initiative for residents of the Wollongong City Council area (or a local council area nearby to where you currently reside).