Ingogo: A Situational Analysis and Marketing Strategy

This presentation provides a situational analysis of Ingogo, an Australian company offering online taxi bookings and payments platform. It includes information on their competition, stakeholders, and marketing strategy. The presentation also includes a PEST and SWOT analysis of the company.

Marketing management and digital communication
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 Ingogo is Australian company whose main area of specialization is to offer an online taxi bookings and
payments platform. The company offers customized mobile applications both on Android and iPhone phones to
help cab drivers process fares.
 Apart from cab services, the company also offers other transportation services to its clients for a fixed fares.
Contrary to other companies offering taxi services in Australia, Ingogo’s system offers to its users an opportunity
to book a taxi two days in advance.
Background Information

Problem Statement: In Australia, the taxi and public transport remains very competitive.
Ingogo does not operate in isolation and it faces a stiff competition from other key players.
Stakeholder Analysis: there are three crucial stakeholders: tax derivers, Ingogo and the customers
Taxi Drivers Ingogo Taxi Users/Customers
 Ingogo’s system act as a link between the taxi drivers and the tax users.
 Tax users will use their phones to book for a taxi service through the Ingogo’s system.
 Three main stakeholders dictate the existence of the company.
Situational Analysis

Customer analysis: The company does not have a consumer age bracket and it serves a wide range
of customers .
The first group involves individuals or families engaging in recreational.
Competitor analysis: The company does not operate in isolation in the taxi service market.
It means that Ingogo works under stiff competition from Uber and public transport means.
However, the company is striving to counter the competition and remain the key player in the transport
sector.
continuation

Opportunity Statement
With the existence of Uber since 2009, the company has been facing a threat of losing their drivers due to a
greater percentage of commission they charge their drivers. Unlike Uber which charges between 22.5% and
30% of the commission of the payment the drivers receive, Ingogo is charging only 15 percent. Thus, the
company has an opportunity beating its competitors. Also, the company offers a fast and automated way of
transaction with a fixed and affordable price thus taking an opportunity of going past its competitor. Finally,
with the launch of other services like Ingogo now, the company has an opportunity of growing their revenue
ahead of their competitors like Uber who rely only on taxi service only.
continuation

Political
The political situation in Australia is very stable. Due to this, there is ease in doing business within the country.
Thus, Ingogo enjoys a conducive working environment.
Environmental
An example of the environmental factor favoring business in Australia is improved security. With the high
security within the country, the establishment and growth of companies like Ingogo is assured.
PEST Analysis

Social
In Australia, the culture of the people is that they spend on quality and cheap services which are pocket
friendly. Thus, the company has been able to offer quality, accessible and affordable services through the
mobile app platforms at a fixed price (Business insight, n.d).
Technological
With the growth in technology, the company has invested in a user friendly system integrated with mobile
applications to help the users’ access taxi services through their mobile phones. Hence, more clients are able
to access the Ingogo’s services easily.
continuation

Strengths : Innovative nature of the company and launch of new services
Experience in offering services through accessible mobile applications
Weaknesses : Ingogo offers its services in a few cities in Australia
The company has no means of helping those without phones to enjoy their services
Opportunities : company enjoy a large number of customers due to its fixed prices.
 The company is growing at a higher rate due to its accessible services
Threats :Strong and stiff competition from other companies offering taxi services.
Possible entry of new competitors in the market (Chaffey & Smith, 2013, pp.49).
SWOT Analysis

 Ingogo has grown to maintain its position as the third largest company in the taxi mobile payment space.
 The company offers the cab drivers an opportunity to process fares through mobile platform.
 Ingogo has strived to maintain the competition by offering a fixed price to its clients and also allowing the user to
book a taxi two days in advance (Smith & Zook, 2016, pp. 52).
 The company is also striving to expand its services away from the taxi payment services to other services through
launch of Ingogo Now, an accounting system to help small and medium companies to grow.
 Ingogo has also invested heavily on digital marketing to enable the company grow and maintain its brand
awareness (Chaffey & Ellis-Chadwick, 2016, pp.23).
Conclusion

References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia,
pp.32- 35.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing
communication perspective. McGraw-Hill Education, pp.12-18.
Business insight (n.d). Strategic business plan and market assessment . [Online]. Retrieved from:
http://www.planware.org/salebi_report.htm . [accessed on 11 March 2018].
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Prentice Hall, pp. 21-27.
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital
marketing. Routledge, pp. 47-51.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and participation.
Pearson, pp. 19-23.
Queensland government. (N.d), business Queensland, example of SWOT analysis, [Online]. Retrieved
from: https
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. [accessed on 11 March 2018].
Smith, P. R., & Zook, Z. (2016). Marketing communications: offline and online integration, engagement
and analytics. Kogan Page, pp.51-56.