Marketing management and digital communications Assignment

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Marketing Management and Digital Communications
Name of the University:
Name of the Student:
Author Note:

1MARKETING MANGEMENT AND DIGITAL COMMUNICATIONS
Executive Summary
A marketing plan is the foundation of an overall business plan, which contains several actions
lists and a well written document for the benefit of organizations. It shows the steps or say,
actions that are being utilized by the organizations to achieve the marketing objectives or
goals. For instance, the marketing plan of a company includes their strategies of increasing
the business market share. The marketing plan helps in describing the methods, which can be
applied in order to fulfill the marketing objectives by utilizing the marketing resources of the
company. The purpose of the report is to create a comprehensive strategic marketing plan for
a company named Ingogo. In addition to this, the report highlights the company’s
competitors in the market as well its opportunities to grow. Ingogo is an Australian Company
that specializes into online taxi booking services as well as payments. Furthermore, the report
throws light on the potential market segments, target market positioning, marketing
objectives, financial objectives and implementation of the promotion mix, within the
organization.

2MARKETING MANGEMENT AND DIGITAL COMMUNICATIONS
Table of Contents
Introduction................................................................................................................................4
Situation Analysis......................................................................................................................4
Market Summary....................................................................................................................5
Market Demography..............................................................................................................5
Demand Analysis...................................................................................................................5
SWOT Analysis.....................................................................................................................5
Current Competition...............................................................................................................6
Problem Statement.....................................................................................................................7
Potential Market Segments........................................................................................................7
Target Market Positioning..........................................................................................................8
Marketing Objectives and Goals................................................................................................8
Financial objectives and goals:..................................................................................................9
Marketing Strategy and Marketing Mix...................................................................................10
Product.................................................................................................................................11
Price......................................................................................................................................11
Place.....................................................................................................................................11
Promotion.............................................................................................................................12
Implementation and Control....................................................................................................12
Promotion Mix.........................................................................................................................12
Conclusion................................................................................................................................13

3MARKETING MANGEMENT AND DIGITAL COMMUNICATIONS
References................................................................................................................................15