Organizational Analysis of Ingogo: Macro Force, Customer, Competitor, and SWOT Analysis

Ingogo
*Marketing
Management
and digital
communication

*Background of
Ingogo
Organizational analysis
*Ingogo offer taxi booking and payment services to
their specified consumers and drivers.
* It also offer mobile app to their driver and business
consumers .
*It is established in 2011 Mascot, Australia.
Industry definition
Organizations that offer many kinds of travel services
like travel agencies, tour operators, internet
reservation, and travel industry report (Ingogo, 2018).

*Situation analysis
*Situation analysis consider the following
points:
*a) Macro force analysis
*b) Customer analysis
*c) Competitor analysis
*d) Other stakeholder analysis
*e) SWOT analysis
*f) Problem and opportunity statement

*Macro force
analysis
Political
• Deregulation
• Stable political
atmosphere
• Foreign ownership
regulation and rules
• Open Skies
Economic
• Global financial crisis
• Rising currency
• Higher unemployment
• Rising in the fuel cost
Technology
• Use of Internet
• Transport investment
Social
• Modification in the
customers
• Enhancing travel
Legal
• Legislative Complain
requirement
• Anti competitive behaviour
Environmental
• Noise control level
• lack of appropriate
infrastructure