Ingogo: A Situational Analysis and Marketing Strategy

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