Marketing Management Plan for Ingogo

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author note

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Executive Summary:
This assignment will deal with the marketing plan of Ingogo. Ingogo is an online taxi and
payment service providing company. The organization offers taxi services to the customers via
online application which is available in the play store and Apple store. This paper will prepare a
marketing plan by which the organization can expand their business in the market. The
organization has a unique selling proposition of no extra charge during traffic jams. In order to
become the leading taxi service provider the organization has to expand their product and have
expand the organization in the foreign markets by applying good marketing strategies.

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Table of Contents
Introduction and background:..............................................................................................5
Company mission, company objectives and SBU objectives:.....................................6
Market definition:........................................................................................................6
Evaluation of results and conclusion of problems:......................................................6
Situational analysis:.........................................................................................................7
Internal analysis...........................................................................................................7
Customer analysis:.......................................................................................................7
Industry analysis:.........................................................................................................7
Competitor analysis.....................................................................................................8
Distribution and supplier analysis:..............................................................................9
SWOT analysis:...............................................................................................................9
Key issues:.................................................................................................................12
Brand positioning:.....................................................................................................12
Marketing objectives/Expected results:.........................................................................13
Marketing strategies:.....................................................................................................13
Target audience:.........................................................................................................13
Brand or product positioning:....................................................................................13
Decisions regarding marketing mix elements (marketing programs):..............................14
Objectives for marketing mix elements:....................................................................14

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Financial indicators and budgets:..................................................................................17
Conclusion:........................................................................................................................18
References:........................................................................................................................19

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Introduction and background:
The Moto of this assignment is to make a marketing plan of an organization. The selected
organization for this assignment is Ingogo (Ltd, 2018). Ingogo is an Australian growing online
taxi booking service. The organization is introduced in the market in the year 2011. The
organization has changed the marketing concept and the way of doing business for the taxi
industry. The organization offers benefits like advanced two day booking to the customer. In this
assignment a marketing plan will be made that will help to understand the factors in the taxi
booking industry that affects Ingogo. The fare collection of the passenger is done by using the
mobile application of Ingogo. Currently the organization has its operation spread in Australia-
Sydney, Melbourne, Adelaide, Perth and Brisbane. This paper will contain an overall analysis of
Ingogo’s operation and some strategies about how the organization can spread its business in the
remaining cities of Australia and also outside Australia. The paper will research about the target
market of the organization and the marketing mix of the organization. To understand the internal
and the external factors that affects the organization a SWOT analysis will be conducted, which
will help the organization to find the strengths and the weaknesses of the organization, it will
also help to find the potential threats and the opportunities that the organization has in the
industry.

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Company mission, company objectives and SBU objectives:
Ingogo the Australian based online taxi and payment service helps the customer to book
taxis with the help of their online booking application. Ingogo was founded in the year 2011 in
the month of August by an Australian entrepreneur Hamish Petrie, who is also the present CEO
of Ingogo. In this 7 years time, the organization has been successful to expand their business in
five cities of Australia- Sydney, Melbourne, Brisbane, Perth and Adelaide. Ingogo has invested
in bringing their own GPS-enabled booking system that helps the nearby taxi orders who are in
tie up with the organization for picking the customer. Ingogo is the first company in Australia to
not charge extra amount or surge price in case of traffic jams r any other delay. The organization
also offers services like advance booking by 2days. Ingogo is in the growing stage in the product
life cycle (Bilir, 2014).
Market definition:
The organization has a tough competitive market. Organizations like Uber, Mytaxi gives
them a tough competition in the market.
Evaluation of results and conclusion of problems:
The organization is facing tough competition from the established organizations like
Uber. To sustain\in the market and to deal with the competition the organizations needs to make
proper strategy that will help the organization to create brand awareness and to expand their
business outside Australia.