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Market Research and Marketing Planning on Information Technology

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Added on  2021-05-30

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The report includes the discussion about different marketing aspects like segmentation, positioning, target market and marketing mix strategies. Introduction 4 Situational Analysis Recap 4 Segmentation, targeting and positioning approach (STP) 5 Segmentation 5 Target Market 6 Positioning Statement 7 Marketing Objectives 7 Financial Objectives 8 Formulation of a detailed marketing mix strategy 8 Marketing Strategy Proposed Implementation 10 Budget allocation for promotion mix 11 Conclusion 12 References 13 Introduction Marketing plan is one of the most significant documents for a company as it helps to develop awareness about its products

Market Research and Marketing Planning on Information Technology

   Added on 2021-05-30

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Running Head: MARKETING AND DIGITAL COMMUNICATIONS 1Marketing and Digital Communications:Ingogo Company
Market Research and Marketing Planning on Information Technology_1
MARKETING AND DIGITAL COMMUNICATIONS 2Executive Summary Marketing research and marketing planning are two important aspects which each and every firmpractices to introduce its products and services in the market. The primary objective of this reportis to conduct market planning on information technology based taxi booking firm i.e. Ingogo PtyLtd. The marketing plan includes different aspects of marketing regarding Ingogo. However,Ingogo is the first online transportation company in Australia but it is unable to establish a strongbrand image in the country and worldwide. So, organization needs to implement more efficientmarketing strategies and tactics. The report includes the discussion about different marketingaspects like segmentation, positioning, target market and marketing mix strategies. The below-marketing plan recommends the organization use a promotional budget plan to approach a largepopulation.
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MARKETING AND DIGITAL COMMUNICATIONS 3Table of ContentsIntroduction.................................................................................................................................................4Situational Analysis Recap...........................................................................................................................4Segmentation, targeting and positioning approach (STP)...........................................................................5Segmentation..........................................................................................................................................5Target Market..........................................................................................................................................6Positioning Statement.............................................................................................................................7Marketing Objectives..................................................................................................................................7Financial Objectives.....................................................................................................................................8Formulation of a detailed marketing mix strategy......................................................................................8Marketing Strategy Proposed Implementation.....................................................................................10Budget allocation for promotion mix.........................................................................................................11Conclusion.................................................................................................................................................12References.................................................................................................................................................13
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MARKETING AND DIGITAL COMMUNICATIONS 4Introduction Marketing plan is one of the most significant documents for a company as it helps to developawareness about its products in the market place. Each and every organization needs to create amarketing plan when it thinks to bring new products and services in the market place. Beforepreparing this, the company conducts a situational analysis that evaluates all the external andinternal factors which affect its growth and success (Hollensen, 2015). The major aim of this report is to prepare a marketing plan for Ingogo Organization whichspecializes in online taxi bookings and payments. The report includes different marketing aspectslike segmentation, targeting and positioning statement in relation to Ingogo organization. Thereport comprises of both marketing and financial objectives of the company which it aims toattain in the timeframe of next 3 years. A detailed analysis about company’s marketing mixstrategies are provided that is used by Ingogo to promote its services in the market. Afterestablishment in the year 2011, the organization is becoming very famous due to its advancedtechnology services. It has established an effective mission and vision so that it can attain itsobjectives in transportation industry. Situational Analysis Recap Ingogo is an Australian based organization that specializes online taxi bookings and payments.Taxi drivers process the fare by using the android smartphones and mobile applications.Currently, it offers its services in Brisbane, Adelaide, Sydney and Perth. Ingogo has its GPSenabled booking system that allows any nearby cab service to pick a fare irrespective of that taxiservice they work for (Bloomberg, 2018). Ingogo was one of the oldest transportation serviceorganizations in Australia that provides riders with the fixed fares. This fare includes all thecharges, tolls and no surge pricing due to traffic jams. The system of Ingogo enables the users tobook a taxi up to 2 days in advance. The situational analysis of Ingogo indicates that Australia provides a favorable environment tothe company. The political environment is very stable that shows that political factors have greatimpact on this transportation company. The rise of Ingogo has had disruptive impact on thebusiness of traditional taxi services. The organization needs to take the license from government
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