Marketing Plan for Ingogo Taxi Service

Running head: INGOGO TAXI SERVICE
INGOGO TAXI SERVICE
Name of the Student
Name of the University
Author Note

1INGOGO TAXI SERVICE
Executive Summary
The marketing plan forms an essential aspect of any organization. The report is based on the
marketing plan of the company Ingogo taxi service application which is based in Australia. The
marketing plan follows a structured format whereby the introduction has been provided, which
has then been followed by the Situational Analysis. The second section of the report lays down
the STP Approach of the marketing strategy followed by the Marketing mix strategy and the
action plans. The financial budget of the plan has also been provided along with the time frame.
The theoretical concepts have been supported by practical references.

2INGOGO TAXI SERVICE
Table of Contents
Introduction......................................................................................................................................3
STP Approach..................................................................................................................................5
Objectives........................................................................................................................................7
Detailed marketing strategy mix and Action plan...........................................................................8
Budget allocation...........................................................................................................................13
Conclusion.....................................................................................................................................17
References......................................................................................................................................19
Appendices....................................................................................................................................21

3INGOGO TAXI SERVICE
Introduction
The marketing plan of an organization forms an essential part of the marketing strategy.
A marketing plan goes a long way in helping the organization to plan for the future and to decide
the manner in which the specific product will be launched in the specific market and which
consumer group will it be targeting at large (Armstrong et al., 2015). The given report is based
on the marketing plan of the company Ingogo. The assessment is a continuation of the previous
assessment whereby the situational analysis of the service was done and the blue print for the
marketing plan had been laid down.
Ingogo is an Australian company which has a specialization in online booking of taxi as
well as payments. The system runs on an Android application on the smartphones. The
application is customized for the riders as well as the drivers. The company has its services in
different cities like Brisbane, Adelaide, Perth, Melbourne and Sydney. The report will lay down
a recap of the Situational Analysis which will then be followed by a Segmentation, Targeting and
Positioning Approach and the marketing as well as the financial objectives (McDonagh &
Prothero, 2014). The third part of the report will lay down a detailed strategy mix and an action
plan along with certain budget allocations based on the same (Kim & Mauborgne, 2014). The
brand aims to make the service more popular throughout Australia in order to increase their
market share.
Situational Analysis
In the previous assessment, the given situational analysis had been done.
SWOT Analysis
Strengths:

4INGOGO TAXI SERVICE
Ingogo has the following strong aspects which makes it unique:
 Low fixed investment: The fixed investment which is required to be made is minimum.
 Emphasizes on customer satisfaction: The firm looks out to seek customer satisfaction
which then assists in the achievement of various objectives.
 Dynamic pricing strategy: The pricing strategy of Ingogo is dynamic in nature which
makes it competitive against its competitors (Coombes & Nicholson, 2013).
 Adaptive in nature: The business model is adaptable in nature and can be changed easily.
Weaknesses
The main drawbacks of the business are as follows:
 Dependency on Man power: The business is highly dependent on man power which
might increase their power.
 Dependency on the Internet: The business is dependent on the internet connectivity which
can stall the operations (Ingogo.com.au. ,2018).
 Caters to Tech Savvy target market only: The target market of the brand is quite limited
in nature.
Opportunities
 International expansion: Ingogo can expand internationally.
 Alternate transport modes: It can come up with alternate modes of transportation.
 Poor government transport: The brand can take advantage of the poor government
transportation system (Czinkota & Ronkainen, 2013).
Threats

5INGOGO TAXI SERVICE
 Brand switching: The customers can change their preferences easily as the brand
switching cost is quite low
 Low profit margins: The profit margins of the company are comparatively low.
 Competition: Ingogo faces competition from various international players like Uber.
STP Approach
In order to form a well-developed marketing plan, it becomes extremely important for the
business to have a strategic STP Approach. The Strategic STP Approach goes a long way in
helping the firm to target the correct customers and use the correct positioning strategy for the
firm. Ingogo currently operates in five different cities and hence, it would like to expand in more,
for this reason it has to undergo a specific Segmentation, Targeting as well as a Positional
approach (De Mooij, 2013).
Segmentation
The segmentation can be rightfully described as the procedure of segmenting the market
into homogenous groups which share the same characteristic and the same features (Kotler,
2015). This goes a long way in making the entire procedure of business very easy and goes a
long way in assisting the firm to concentrate on specific groups so that it becomes easy for them
to carry out their marketing activities.
The Ingogo taxi services segments the market based on the following:
1. Based on geographical segmentation: Based on geographical segmentation, the Ingogo
taxi company targets the metropolitan cities. This is because, it wants to cover the
metropolitan areas first and then move forward towards the other areas. By using this