Market Opportunity Report for Ingogo in India

Running head: MARKET OPPORTUNITY REPORT
Assessment item 2: Market Opportunity Report
[Ingogo]
Name of the student:
Name of the university:
Author note:

MARKET OPPORTUNITY REPORT1
Executive summary
The main purpose of this project was to construct a “Market Opportunity Report” for Ingogo in
India. In the course of serving the purpose, the paper conducts a PESTEL analysis of the ride-
hailing taxi industry in India. The analysis identifies opportunities in the form of changing
consumer behaviour and unique selling points for Ingogo. There are mainly positive trends for
ride-hailing services except for the surge pricing technology and drivers' ethical behaviour. For
the drivers’ ethical behaviour Uber has faced criticism in the past. Ingogo does not ask for surge
prices, which is an opportunity for the company. The biggest strengths of Ingogo is its ability to
avoid surge prices and maintain fixed fairer fares. The critical success factors (CSFs) for the
company in India will be its business model, and capability to satisfy both the commuters and
drivers.

MARKET OPPORTUNITY REPORT2
Table of Contents
1. Introduction..................................................................................................................................3
2. The Company Background Information......................................................................................3
3. Introduction to chosen country (India)........................................................................................4
3. PESTEL analysis.........................................................................................................................5
3.1 Economic / Financial Analysis..................................................................................................6
3.2 Political & Legal Analysis.........................................................................................................7
3.3 Social, Cultural and Ethical Analysis........................................................................................8
3.4 Technology issues......................................................................................................................8
3.5 Environmental issues.................................................................................................................9
4. SWOT analysis............................................................................................................................9
5. Conclusion.................................................................................................................................11
References......................................................................................................................................12

MARKET OPPORTUNITY REPORT3
1. Introduction
The app-based cab services since its inception are creating troubles to the traditional taxi
model while, on the other hand, creating opportunities for both drivers and passengers. Drivers in
the form of app-based cab services have found this an easier and efficient way to earn more
money, which is least realisable and feasible with traditional taxis. Earlier before the inception of
taxi apps, customers were relying on traditional taxi model, which included paying the fares
based on the fare receipt generated after the competition of the trip. The customer service
standard in the traditional taxi model was not very good. Drivers sometimes used to refuse from
going to certain places due to reasons, which may be their own as well. Moreover, the fares were
also higher than boarding with a bus. Due to these two reasons, many people preferred using
buses over taxis as their daily riding mode (Davison, Enoch, Ryley, Quddus & Wang, 2014).
Loopholes, which existed in the traditional taxis created enough space for others to occupy. As a
consequence of this, innovative companies such as Uber, Ingogo and Ola came to the existence
and entered this particular market segment.
The main purpose of this project is to develop a market opportunity report for one of the
most widely popular taxi app in Australia. Ingogo is not the only taxi app in Australia. Rather,
the country is occupied with the likes of taxi app companies ranging from Uber and GoCatch to
the more recently introduced Ola (Su, Fang Xu & Huang, 2018). Ingogo is quite different from
other taxi apps in many regards. These differences are being found later on in this paper. In this
paper, a market opportunity report is being created for Ingogo to provide the company with a
journey map to follow to enter India. The journey map broadly includes the PESTEL and SWOT
analysis of the taxi app industry in India.
2. The Company Background Information
Ingogo is all about providing a fair platform to all that includes the drivers and customers.
It is a technology company that has mounted to popularity for many distinct qualities as
compared to other taxi apps like Uber. These distinct qualities are fixed fares, safety,
convenience, professionally trained drivers, frequent flyer points and competitive business
model. On the contrary, Uber follows a surge pricing technology to be imposed on the fares
under certain circumstances like during heavy rainfall (Standing, Standing & Biermann, 2019).
On the other hand, Ingogo offers rides on fixed fares. Ingogo does not employ college students as