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Marketing Management and Digital Communications of INGOGO Taxi

   

Added on  2021-06-16

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Running head: INGOGO TAXIAssessment 2: Marketing Management and Digital Communications[INGOGO TAXI]Name of the student:Name of the university:Author note:
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1INGOGO TAXIExecutive summary This study is aimed at delivering a strategic marketing plan for the chosen company Ingogo inAustralia. Ingogo is one of the most popular options in online taxi booking services in Australia.The paper identifies the concept of booking taxis from different service providers with the helpof mobile application as a potential strategy. Ingogo has so far been good to exploit the numberof cities where it operates. However, the services are limited only to a few cities which meansopportunities at a bigger platform is yet to be touched. Additionally, Ingogo does not own thecabs; hence, in this regard differ from other key players like Uber. It is important that thecompany continually expands to a larger market and deploys innovative thoughts, so that,unrivalled success is attained in the online booking services. To serve the purpose, the studyconstructs a marketing plan for Ingogo, so that; possible outcomes of the plan could beestablished.
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2INGOGO TAXITable of Contents1. Introduction:................................................................................................................................32. Situation Analysis Recap:............................................................................................................33. Problem Statement:......................................................................................................................44. Potential MarketSegments:.........................................................................................................55. Target MarketPositioning:..........................................................................................................66. Marketing Objectivesand Goals:................................................................................................77. Financial Objectivesand Goals:..................................................................................................78. Marketing Strategyand Marketing Mix:.....................................................................................89. Implementation andControl:.......................................................................................................810. Promotion Mix:..........................................................................................................................910.1 Budget allocation for promotion mix:...............................................................................1011. Conclusion:..............................................................................................................................10References......................................................................................................................................11
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3INGOGO TAXI1. Introduction:Ingogo is an Australian based company which provides opportunities for booking the cabservices to customers. It was founded in Sydney in the year 2011 by Hamish Petrie, the founder& CEO of the company. It now operates in many major cities in Australia that include Adelaide,Perth, Brisbane, Melbourne and Sydney (Ingogo, 2018). The company is not the one serviceoperating in the country. There are rather many other services as well like Premier Cabs, YellowCabs and Uber (Verikios & Zhang, 2015). Hence, this is of prime importance that Ingogocontinually deploys innovative ideas to present a much better experience to both customers &drivers and also that it is able to promote it as a leading service provider. Such actions make thedifference. The main purpose for this study is to construct a strategic marketing plan for Ingogohelping it to promote its brand image as the best options for customers and also for the drivers.This is necessary to help it emerge as the leading online booking service providers in Australiaand maintain a progressive trend for profits. 2. Situation Analysis Recap:Overview of the company, the market and competitors: Ingogo is an Australian basedcompany that operates in the country as an online cab service provider. The market of operationis the cab service industry where Ingogo is known for online booking solution for types of taxiservices. Its competitors are mainly Yellow Cabs, Premier Cabs and Uber. The competitors doalso own their own cabs where Ingogo does not. It only provides solution for booking the cabsonline from different service providers. The service is available to customers and also to driversthrough the mobile application compatible with both Android and iOS. The vision of thiscompany is to offer the customers the cost-effective services. The services offered through the
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