Strategic Marketing Planning of Ingogo

Running head: STRATEGIC MARKETING PLAN
STRATEGIC MARKETING PLAN
A case study of Ingogo
Name of the Student:
Name of the University:
Author Note:

STRATEGIC MARKETING PLAN 1
Executive summary:
Ingogo is the Australian taxi company that specialises in the online taxi booking and
payment. At present, this taxi company operates in the regions of Melbourne, Sydney, Perth,
Brisbane and Adelaide. The present market situation of the taxi industry in Australia has been
carried out in the report and it has been found that there is a great opportunity for the online
cab services as the demand of the cab services has been increasing in the recent time. A
detailed market analysis has been carried out and a proposed marketing strategy has been
given in the report. It is expected that considering the present market scenario if Ingogo
understands the need of the hour and carry out its marketing in a unique way, it can easily
achieve the targeted marketing and financial objectives of expanding its business.

STRATEGIC MARKETING PLAN 2
Contents
1. Introduction:...........................................................................................................................4
1.1 Overview of the company:...............................................................................................4
1.2 Service features:...............................................................................................................4
1.3 Current market situation:..................................................................................................4
2. Situation analysis recaps:.......................................................................................................5
2.1 Macro force analysis:.......................................................................................................5
2.2 Customer analysis:...........................................................................................................6
2.3 Competitor analysis:.........................................................................................................6
2.4 Other stakeholder analysis:..............................................................................................6
2.5 SWOT analysis:...............................................................................................................6
3. Discussion of the segmentation, targeting and positioning approach....................................7
3.1 Problem statement............................................................................................................7
3.2 Discussion of potential market segment..........................................................................7
3.3 Discussion of target market and positioning....................................................................9
4. 3 marketing and 3 financial objectives...................................................................................9
4.1 Marketing objectives and goals........................................................................................9
4.2 Financial objectives and goals.......................................................................................10
5. Formulation of a detailed marketing mix strategy...............................................................11
5.1 Marketing mix................................................................................................................11

STRATEGIC MARKETING PLAN 3
5.2 Marketing strategy proposed implementation................................................................12
6. Budget allocation for promotion mix...................................................................................14
7. Conclusion............................................................................................................................14
References:...............................................................................................................................15
Appendix:.................................................................................................................................17