From the situation analysis, it has been found that Australian economic, social and political environment is favorable for Ingogo to introduce their new service in Australian consumer market. Introduction 4 Situation analysis 4 Macro environmental analysis 4 Micro environmental analysis 5 Discussion of the segmentation, targeting and positioning approach in the context of Ingogo 6 Problem statement 6 Discussion of the potential market segment 7 Discussion of the target market and the positioning 8 Marketing and financial objectives 11 Marketing objectives 11 Financial objectives 11 Technological objectives 11 Marketing mix strategy 11