Marketing Management and Digital Communication in Ingogo Cab Service
21 Pages3688 Words275 Views
Added on 2021-05-31
About This Document
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
Marketing Management and Digital Communication in Ingogo Cab Service
Added on 2021-05-31
ShareRelated Documents
Running head: MARKETING MANAGEMENTMarketing Management and Digital CommunicationName of the Student:Name of the University:Author’s Note:
2MARKETING MANAGEMENTExecutive SummaryThis report highlights the marketing management and digital communication in the context ofIngogo. Ingogo is the first cab service in Australia that provides online payment scope to thecustomers. In the recent years, it offers a special taxi service to the aging people through asupport app. They offer service at a reasonable price to attract both young and old aged people.From the situation analysis, it has been found that Australian economic, social and politicalenvironment is favorable for Ingogo to introduce their new service in Australian consumermarket. Therefore, their innovative idea makes them famous and leads them to build a strongbrand image across Australia. Their promotional mix includes both digital and traditionaladvertising strategy. Use of social media is helpful for this organization to promote their serviceacross Australia and all over the world. Moreover, digital communication via Facebook andTwitter open a new scope for Ingogo to introduce their service in different geographical regions.
3MARKETING MANAGEMENTTable of ContentsIntroduction......................................................................................................................................4Situation analysis.............................................................................................................................4Macro environmental analysis.....................................................................................................4Micro environmental analysis......................................................................................................5Discussion of the segmentation, targeting and positioning approach in the context of Ingogo......6Problem statement.......................................................................................................................6Discussion of the potential market segment................................................................................7Discussion of the target market and the positioning....................................................................8Marketing and financial objectives................................................................................................11Marketing objectives.................................................................................................................11Financial objectives...................................................................................................................11Marketing mix strategy..................................................................................................................11Marketing mix...........................................................................................................................11Implementation of marketing mix strategy................................................................................13Budget allocation for promotional mix..........................................................................................14Conclusion.....................................................................................................................................15References......................................................................................................................................16Appendix........................................................................................................................................18
4MARKETING MANAGEMENTIntroductionHuge competition in the global market leads the business to change their marketing planand introduce a new product in the market. In the modern era, digital marketing is adopted bymany organizations to promote their product in the international market (Armstrong, 2015). Thisstudy deals with the development of a marketing plan to introduce a new product of IngogoCompany in the consumer market of Australia. Ingogo Company offers unique taxi servicethrough online booking and payment scope (Ingogo.com.au, 2018). The main target markets ofthis organization are the students and the young office goers those are highly dependent on cabor taxi service. Ingogo is the first taxi network in Australia, which offers app based paymentservice. This report highlights the situational analysis, target market analysis, financial goal, andmarketing mix analysis to reveal the feasibility of the Ingogo product in Australian market. Situation analysisSituation analysis includes both macro and micro environmental analysis in the context ofIngogo. Macro environmental analysisMacro environmental analysis is done by using PESTLE analysis. The politicalenvironment of Australia is stable and peaceful. Therefore, the government has introduced newlaw and policy to enhance the business as well as entrepreneurship plan. Such political situationwill help Ingogo to introduce their new taxi service via digital app in Australia. Economic factorof Australia shows that the maximum people belong from the middle class and working group.The income level is good and the purchasing habit of the people is generous that leads them topurchase a new product (Islam & Mamun, 2017). The social environment of Australia is a
5MARKETING MANAGEMENTmixture of all age groups. In Australia, the majority is the older group and young generation isinvolved in work after completion of their study. Hence, the introduction of a special taxi servicefor the old and young aged people will be helpful for Ingogo to expand their business inAustralian market. Technological factor reveals that Australia is a technology-oriented countrywhere IBM and Oracle have their offices. This advanced technology enables Ingogo to tackletheir product promotion by using digital application (Rubin, Aas & Stead, 2015). The companyshould consider the environmental issues during their business. Ingogo needs to followenvironmental laws such Environmental Protection and Biodiversity Act 1999 to reduce theirbusiness impact on the environment. Therefore, by including CSR activities in their businessthey can run their business in a responsible way. Legal factor focuses that Australiangovernment introduces new taxation policy to support the business. Hence, Ingogo needs tofollow the legal norms to conduct their business in a transparent way. Micro environmental analysisPorter five forces analysis shows the competitor analysis of this organization. Threat ofnew entrants in the context of Ingogo is low as in Australia no app cab service has introducedspecial taxi service for the old people. Maximum cab service focuses on the young generation.Therefore, the buyer power is high in this country. Threat of the alternative product ismoderate in the context of Ingogo as the completion level is low. In order to low the supplierspower Ingogo needs to make a proper communication with the suppliers and to take rawmaterials at a specific rate. Competitive rivalry focuses on the major competitors of anorganization (Dobbs, 2014). In the context of Ingogo, the occurrence of competitors is moderateas this organization is popular for safe driving and innovation in the Australian market. Thisimproves the brand image and leads this organization to gain competitive advantages.
6MARKETING MANAGEMENTFrom the assessment 1 the SWOT analysis has been received. According to the SWOTanalysis of Ingogo, it has been found that popular brand image, consumer preference and abilityto produce an innovative product are the main strengths of Ingogo (Ingogo.com.au, 2018). Onthe other hand, Ingogo is new in app domain and it has not much experience in developing taxiservice for the senior citizens. On the other hand, they have poor knowledge about the currentdemand of the market. Such weaknesses may create the challenge for this organization inAustralian market. They have opportunities to penetrate in the new target market and attract theaging population for their service. One of the major threats of this organization is the lack of life-saving support system in this cab as any old customer may fall sick during the travel. This willhamper the growth of this organization.Discussion of the segmentation, targeting and positioning approach in the context of IngogoProblem statementThe current problem of Australian cab service industry is the lack of reasonable servicefor the customers. On the other hand, there is safety issue and lack of proper communication withthe customers in the taxi service industry in Australia (Currie & Delbosc, 2017). However, suchhigh rate of taxi service, poor communication with the customers and negligence of the drivercreate challenges for the customers to get accessible service. In order to deal with this situationIngogo has offered safe, reasonable and online payment service via their cab service.Discussion of the potential market segmentTarget segment Needs of the consumerBenefits of the usersOffice goers/ professionals(consumer market)Quick service through the useof internetQuality serviceGet quick service throughdigital appStudents (`consumerLow price service Get service through mobile
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Marketing Management & Digital Communicationlg...
|16
|3702
|54
Strategic Marketing Plan for INGOGO Taxi's New Applg...
|16
|3608
|374
Marketing Management & Digital Communication - PDFlg...
|15
|3792
|60
Strategic Marketing Planning of Ingogolg...
|16
|3597
|38
Marketing Management and Digital Communication (pdf)lg...
|16
|3704
|66
Market Research and Marketing Planning on Information Technologylg...
|15
|3768
|458