Marketing Management and Digital Communication (pdf)
Added on 2021-06-17
16 Pages3704 Words66 Views
Marketing
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Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONMarketing Management and Digital CommunicationName of the Student:Name of the University:Author Note:
1MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONExecutive SummaryThe study develops the sturctured marketing and digital communication plan for IngogoCompany, which is a unique cab operation business based in Sydney. It provides the online taxibooking services for the people who like to avail taxi services for their daily commutes. Thesituation analysis provides idea that the company has been facing direct competition with Uber.Therefore, it became necessary to identify the external market opportunities that could bringmore profits for a sustainable position. Maintaining the environmental law and availing the opportunities of the stable political scenarioare quite helpful for the company to offer such services to the customers. In fact, the customersare more likely using the innovative apps that are making their searches quicker. Therefore, thecompany is targeting business professionals, university and college goers, and the old peoplewho would like to ask for the services for a daily basis. The fixed rates have been selected for the taxi ride. Ingigo has adopted the social mediamarketing and other digital communication strategies to develop awareness. The structuredbudget is allocated to invest the capital resources appropriately.
2MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONTable of Contents1. Introduction..................................................................................................................................32. Situation Analysis Recap.............................................................................................................33. Discussion....................................................................................................................................5a) Problem Statement...................................................................................................................5b) Discussion of the Potential Market Segment..........................................................................5c) Discussion of the Target Market and Positioning...................................................................64. Marketing and Financial Objectives............................................................................................6a) Marketing Objectives and Goals.............................................................................................7b) Financial Objectives and Goals...............................................................................................85. Marketing Mix Strategy...............................................................................................................8a) Marketing Mix.........................................................................................................................8b) Marketing Strategy Implementation......................................................................................106. Budget Allocation for Promotion Mix.......................................................................................117. Conclusion.................................................................................................................................11References......................................................................................................................................13
3MARKETING MANAGEMENT AND DIGITAL COMMUNICATION1. IntroductionBusiness marketing procedure requires a unique strategic implementation that couldgather a number of customers and create a sustainable brand image. Current business world issupported by the advanced technologies due to which the business marketers are adoptinginnovative ways to promote their product to the target customers (Siguaw & Simpson, 2015).Digital communication is one of those most innovative promotional strategies that help inattracting a larger number of customers and creating the brand value while launching any productto the market (Huang & Sarigöllü, 2014). The study would be discussing the marketing anddigital communication process of Ingogo Company, which is a unique cab operation businessbased in Sydney. The study would be analyzing the marketing strategy implementation that canhelp the business to achieve the target customer base. Identifying the situational prospects andappropriate marketing as well as financial objectives, the study would provide the clear ideasabout the appropriate marketing management procedures undertaken by Ingogo Company.2. Situation Analysis RecapIngogo is a unique app used by the daily commuters, who prefer to travel in taxis inAustralia. This innovative app is designed to provide relief to the daily commuters and developeconomic benefits. The situation analysis unfolds the fact that the consumers are more likelytravelling to the taxis in Australian City. This app would provide them the necessary facilities tohire a cab for their daily transportation (Grubb, 2014). It is noticeable that the economic scenarioin Australia is rapidly changing due to which the Australians need to stay away from their homefor their official purposes (Hanssens et al., 2014). Therefore, most of them try to hire a commutefor their daily transportation. The political scenario indicates that the taxi operation business
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