Ingogo Taxi Service Marketing Plan: Targeting Australian Customers

Assessment 2: Marketing Plan
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Executive Summary
This marketing plan is written for Ingogo. This is the organisation that is providing taxi
service that can be booked online. The current market situation is analysed in this marketing
plan with a specific industry. Segmentation of the market can be accomplished by this
company in an effective manner is analysed in this assessment. There is a different type of
marketing objectives of this organisation. According to that objective in the marketing plan is
designed for this organisation. The Strategies for implementing the marketing plan in the
effect is interpreted in this assessment.
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Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................4
Situation Analysis Recap...........................................................................................................5
Segmentation, targeting and positioning approach....................................................................6
a) Problem Statement.............................................................................................................6
b) Potential Market Segments................................................................................................7
c) Target Market & Positioning.............................................................................................9
Marketing and financial objectives..........................................................................................11
a) Marketing Objectives and Goals......................................................................................11
b) Financial Objectives and Goals.......................................................................................12
Formulation of a detailed marketing mix strategy...............................................................13
a) Marketing mix – how are they to be applied?..................................................................13
b) Marketing strategy proposed implementation.................................................................15
Budget allocation for promotion mix.......................................................................................16
Conclusion................................................................................................................................17
References................................................................................................................................18
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Introduction
Ingogo is a taxi service that can be booked with the help of a smartphone. This organisation is
having its own GPS enabled booking system by which a customer can book a taxi service.
This organisation is based in Australia. This organisation is helping its valuable customers in
getting taxi services at the time. ENT assessment a marketing plan is made that that is
accomplished in the direction of organisational objective (Luan & Sudhir, 2010). Targeting
the market with the help of segmentation is accomplished in this assessment. This will help
Ingogo in implementing a marketing plan in an effective manner. Implementation of the
different promotional mix for accomplishing of a marketing plan can be known from this
assessment.
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