Marketing Report: Airtasker's Environment, SWOT, and Strategies

This marketing report provides a comprehensive analysis of Airtasker, a Sydney-based organization. It begins with an executive summary and introduction, outlining the company's background and the report's objectives. The core of the report focuses on analyzing Airtasker's marketing environment, including external factors like the economy and competition, and internal factors such as resources and employee skills. A detailed SWOT analysis summarizes the company's strengths, weaknesses, opportunities, and threats. The report then offers specific recommendations, including target market segmentation (demographic, psychographic, behavioral, and geographic) and proposes new offerings and marketing strategies based on the analysis. The conclusion reinforces the recommendations, aiming to help Airtasker improve its market position and address current challenges, such as the oversupply of workers, by promoting innovation and strategic development. References are included to support the analysis.

Running head: AIRTASKER MARKETING REPORT
Airtasker Marketing Report
Name of the Student:
Name of the University:
Author Note:

1AIRTASKER MARKETING REPORT
Executive Summary:
The paper highlights the marketing environment of a Sydney based organization by the name of
Airtasker. This organization holds a unique business idea and from the time it was launched, it
had run successfully. However, as the time passed, the idea grew old and through marketing
analysis and SWOT analysis it was found that if the organization brings innovation to their ideas
they will be able to have a stable position in the market.

2AIRTASKER MARKETING REPORT
Table of Contents
1. Introduction:............................................................................................................................3
1.1 Introduction to the task:.........................................................................................................3
1.2 Background of the company:............................................................................................3
2. Analysis of marketing environments:......................................................................................3
2.1 Marketing Environment Analysis:.........................................................................................3
2.1.1 External environment:....................................................................................................3
2.1.2 Internal Environment:.....................................................................................................4
2.2 SWOT Summary Table:....................................................................................................5
3. Recommendation:........................................................................................................................6
3.1 Target Market:.......................................................................................................................6
3.1.1 Demographic segmentation:...........................................................................................6
3.1.2 Psychographic segmentation:.........................................................................................6
3.1.3 Behavioral segmentation:...............................................................................................6
3.1.4 Geographic segmentation:..............................................................................................6
3.2 New Offering:........................................................................................................................6
3.3 Marketing Strategy:...............................................................................................................7
Product.....................................................................................................................................7
Price.........................................................................................................................................7
Place.........................................................................................................................................7
Promotion................................................................................................................................8
3. Conclusion and Recommendation:..........................................................................................8
References:......................................................................................................................................9

3AIRTASKER MARKETING REPORT
1. Introduction:
1.1 Introduction to the task:
This marketing report analyses the current marketing situation of Airtasker Company that is
located in Australia. This paper intends to analyse the situation of the company through SWOT
analysis and also intends to show their strategies that would reveal certain aspects on which the
company can work more to improve. SWOT analysis is the strategic planning that helps in
identifying the strength, weakness, opportunities and threats of an organization which is related
to business competition. The purpose of this analysis is to specify the organization’s objectives
and by identifying the internal and external factors it will show the favourable or unfavourable
factors which are required for the achievement of those objectives. Among the internal factors
the 4Ps may also be included to represent the strength and opportunities of the organization.
1.2 Background of the company:
This marketing report analyses the factors of a Sydney based organization Airtasker. This
company provides with a mobile marketplace that enables the users to outsource their everyday
tasks. In this organization, the users describe a particular task and then they indicate their budget
after which the community members bid to complete the given task. The concept of this
company was created by Fung and Lui in the year 2011; it was this time when relocated their
apartments and suddenly realised that several of the related tasks can potentially be outsourced to
other people. Finally, this organization was established in 2012 by Tim Fung and Jonathan Lui
both of whom are Australian Entrepreneurs. Airtasker has raised approximately 3.5 million
Australian dollars till the present day (Dwyer and Orgill 2017).
2. Analysis of marketing environments:
2.1 Marketing Environment Analysis:
2.1.1 External environment:
External environment of Airtasker is composed by certain factors that occurs outside the
premises of the organization but affects the market of the organization by causing internal
changes and are beyond the control of the organization. The first factor that affects the company
is the economy; if the economy of the area where the company is situated in is not good, then no
matter how great the idea of the business is, it will not be able to survive the market (Power
2019). Airtasker allows the users to outsource everyday and is based in Sydney which has the
largest economy in Australia; thus the business does not face any such problem from the
economic factor.
The number of competitors in the market also contributes in the external factors that
affect the marketing environment of an organization. There are more than a handful of
competitors for Airtasker like Zaarly, TaskRabbit, Handy, Oneflare, Thumbtack, Hipages and
Hello Alfred; but the primary competitor is TaskRabbit and it is only $422.1 thousand behind in
the generation of revenue as compared to Airtasker. Zaarly is also one of the top competitors for
Airtasker and it competes with Airtasker in the field of Application Software. There are no such
laws that the company has run against and thus Airtasker never had to solve any legal issues till

4AIRTASKER MARKETING REPORT
date (Allen 2015). Customers and suppliers are also a vital external factor and Airtasker has
satisfied customer base; and as per the suppliers, Airtasker has been open to its stakeholders and
thus have no deficiency in their supplies.
2.1.2 Internal Environment:
Internal environment in the marketing of Airtasker refers to the components existing
inside the organization that makes it unique. Main factors that contribute in the analysis of the
internal environment of Airtasker are resources, employee mix and skills, core competencies and
capabilities, corporate culture, current success and strategy and stakeholder goals (Minter 2017).
The resources for Airtasker cover a wide range of interests due to the diverse and unique service
that they provide. This organization has grown successfully as the customer base that they have
in the current scenario is around 360,000 Australians who are present in the platform of Airtasker
and with the resources that the Airtasker has, the customers are able to get services like cleaning,
gardening, handiwork or anything else. The tasks are performed by eligible and capable
employees which is why there is customer loyalty in the internal environment of Airtasker.
As per the competence and core capabilities and skills of the employees of Airtasker, it is
of utmost important for the organization since their base depends on the skills of the employees
(Light et al. 2016). Airtasker covers a wide range of tasks starting from helping clients in
preparing their spreadsheets to cleaning their home to helping customers in putting up their
furniture. Hence, the employees who are hired have multiple skills and they get the choice of
selecting the kind of task they want to do. The organization is open to all its stakeholders who
include workers of Airtasker, ATO, the wider community and also the Unions and the
Government.

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2.2 SWOT Summary Table:
INTERNAL FACTORS
EXTERNAL
FACTORS
Strength Weakness
Opportunities
-Airtasker is unique as compared to the
other competitors present in the market. It
provides all kinds of services that are
provided by the other competitors in
accordance to the expertise. Starting from
furniture fixing to do spreadsheets for the
clients, Airtasker is a platform that covers
a wide range which the other companies
have not yet successfully been able to do
so. This strength is a huge opportunity for
the Airtasker to maximise their profit and
grow in the market.
-Airtasker as the days are passing
is losing its shine. It has acquired
an oversupply of workers and the
employment conditions are weak.
What this organization requires is
innovation or any kind of change
which will take the organization
forward. And being in such an
outsourcing kind of business,
Airtasker has a lot of opportunities
to bring in change and be more
innovative.
Threats
-Airtasker, in spite of being unique faces
the threat of being overrun by other similar
company. Any other organization may
copy the business idea and with a little
innovation can give a strong competition to
Airtasker itself.
-In business like that of Airtasker, there is
no concern about the market shifting since
it is a service that is being provided to the
clients and the system is adjusted in
accordance to the client’s need; hence, that
strength of Airtasker evidently minimises
the threat of market shifting.
-In order to have a stable position
in the market, Airtasker needs to
move on with innovation and
needs to develop strategy to
overcome this weakness.
Oversupply of workers is creating
a disruptor in the work
environment of Airtasker and that
is a weakness as well as a threat.
Strategies to improve recruitment
and hiring process will help
Airtasker to overcome such issues.

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3. Recommendation:
3.1 Target Market:
3.1.1 Demographic segmentation:
When Airtasker was first launched, they believed that their demographic segment of
target would comprise of young students of universities who were looking for flexible and casual
jobs. This segment of target was put down by Airtasker as there was discrimination against them
by large employers and also they were sometimes too young to get access to some areas. The
originally targeted youthful students were replaced by older demographic and to be truthful the
older demographic segment of market is more realistic for the company.
3.1.2 Psychographic segmentation:
Airtasker has a framework that divides the tasks into different sections and consumers
according to their needs can select the type of task they want to be done. This framework of the
organization helps in targeting a wide range of consumers as they can have multiple interests
covered under a single platform (Ma and Yang 2018). This kind of segmentation allows
Airtasker develop their market in a better way since there will be more precise match between
the consumer’s needs and wants and the service that they provide.
3.1.3 Behavioral segmentation:
On the basis of the consumer’s needs and wants, the service provided by Airtasker can
improve; the behavioral pattern of their customers will help them to know the kind of task that is
most requested and can also introduce several new types of tasks with feedbacks received from
the users (Kaine 2017). The feedbacks help an organization to improve and innovate
accordingly; and the current scenario of Airtasker demands some innovation and improvements
in order to move ahead in the market.
3.1.4 Geographic segmentation:
Geographic segmentation helps in expanding the market of any organization. Airtasker is
based in Sydney and thus most of the target audiences are from Sydney; however, with
geographic segmentation different preferences can be known and it will also reveal the kind of
demand of a particular location. Thus Airtasker can group potential customers by state or region
and learn about the target audience’s preferences. Then they can serve those demands in
accordance to their customers. They will also gain knowledge about the kind of services that
their target wants during different seasons.
3.2 New Offering:
There are three simple steps that is needed to follow by the customers if they want any
task to be done. First they have to post their task that they want to be done or require some help
to get done with; next they have to review some offers that are posted by different workers who
have the expertise to complete the work. Finally, the customer has to choose a right person from
the list of offers and have their task done for them.

7AIRTASKER MARKETING REPORT
Airtasker can bring new varieties of tasks that people usually need help with. They can make
their platform more consumers friendly and add more options of making offers so that they are
attracted by the offers and confirm their tasks to be done. Airtasker can add an option of
recommendation where the any satisfied user will have the option to recommend Airtasker and
the person would get an instant notification about the organization. Since young university
students are a target audience, then Airtasker can also bring in some facilities that are useful for
that particular target audience (Unions 2016). For instance, Airtasker can share allies with
restaurants or any food places and start the option of food delivery to the consumers at their
desired location. Once Airtasker, covers different types of market, it will stay stable even though
any one of the market falls down. Moreover, the SWOT analysis showed that there has been an
oversupply of workers; thus introducing new sections of tasks would actually help the
organization to turn this threat into an opportunity of expanding their position in the market and
stay ahead of all its competitors. It would also be a great opportunity to improve their condition
that they are facing due to the weak employment conditions (Taylor 2017). As per the hiring
issues, expanding market will attract employees of diverse expertise to the organization and help
them to hire on the basis of their skills; no employee would be forced to accept any task out of
their expertise and the offers that the employees make should have a space where the
organization can put a minimum amount that should not be compromised with; it will help the
organization to stay safe from any incurring losses from employees with low communication
skills.
3.3 Marketing Strategy:
In order to continue with the new offering of the organization, there must be marketing
mix strategies sorted out in order to have the business run properly and potentially without any
losses. This strategy can be covered through 4Ps or product, price, place and promotion.
Product: Airtasker can provide the customers with the details of the restaurant, even have them
see the images, the menus along with the rates and order through Airtasker. Airtasker will then
forward the order to the restaurant and have it ready which will be delivered by one of the
workers in Airtasker. The delivery person will have his/her own liberty to negotiate the offer of
the delivery charge that is required and the task would be done with consent from both the
parties (Patty 2017). It would be a good idea too if Airtasker opens a portal where the customers
will have the option to give feedback; since this is a relatively new offering, hence the feedback
of the customers is important to deduce if the business idea is a successful one or not.
Price: Airtasker can place a strategy of not charging the restaurants for putting their details in
their platform, but they can take a registration fees from the restaurants, since the restaurants
would put up their details for the promotion of their market. Hence, both the parties will be at
consent with the registration fees. Airtasker can also charge for advertisements and have a source
of revenue from the restaurants for asking for maximum visibility amongst the other restaurants.
The offer that the workers of Airtasker make should be about the delivery charge only and the
payment can be done through online transaction or cash on delivery.
Place: Whilst opening a business, place is an important factor that holds the key to a lot of profit.
Restaurants usually prefer places where the population is more and opt for food which is in
demand in that particular area. Therefore, since Airtasker is not a restaurant, it does not have to
worry about opening up any restaurant, but it needs to select some restaurants for the new
offering which are situated in a relatively demanding area or have great demands from public.

8AIRTASKER MARKETING REPORT
Once they are successful in convincing the restaurant to work with them, they can start on their
idea. University and college students would be attracted by this offering and it will also help the
new business idea to get promoted through the youth. Airtasker can cover a wide range of
restaurants to have more impact on the business idea.
Promotion: Social media nowadays is the most common medium of promotion and being in a
business that thrives on a social platform, Airtasker should also opt for the option of promotion
through Social media. Since the target audience is the youthful generation hence, social media
will be the most appropriate place to attract their eyes about the new offering that Airtasker has
come up with. Most importantly, once a few of the target audience is attracted enough to try the
new offering, they will also help in promotion of the business idea through their social media
accounts or through normal verbal conversations. Along with that they can also opt for other
forms of promotion like the newspapers, magazines or television advertisements or more.
3. Conclusion and Recommendation:
It can be concluded that Airtasker is an organization that had a unique business idea and it
worked when it was first launched. However, with the passage of time the idea grew old and has
been copied by numerous other companies that in turn have posed as a competitor to Airtasker
now. In order to remain in the business and the market, it is recommended that Airtasker
improves some ideas and bring innovation to the business; it is the only way to stay ahead of the
competitors in the market. Through SWOT analysis, it has been deduced that Airtasker has a lot
of opportunities if it brings in new offerings of service to the customers and further analysis
showed that the new offering could be the offering of food delivery. Although it would start as
targeting the young generation but as time passes, it will expand the target audience as required.

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References:
Allen, D., 2015. The sharing economy. Institute of Public Affairs Review: A Quarterly Review of
Politics and Public Affairs, The, 67(3), p.24.
Dwyer, G. and Orgill, T., 2017. 'Living Like a Local'or Rampant Tourism? The Regulation of
Short-Term Holiday Letting and the'Sharing Economy'by Planning Laws. Local Government
Law Journal, 22(1).
Kaine, S., 2017. All care and no responsibility: why Airtasker can’t guarantee a minimum
wage. The Conversation, 3.
Light, B., Buchbach, J., Duaguay, S. and Goldsmith, B., 2016. Sharing the work? Airtasker and
the quantified self. In Proceedings of the 17th Annual Conference of the Association of Internet
Researchers. Association of Internet Researchers (AOIR).
Ma, X. and Yang, S., 2018. Airtasker and the Australian freelance workers: The reflections on
the gig economy. International Journal of Advanced and Applied Sciences, 5(7).
Minter, K., 2017. Negotiating labour standards in the gig economy: Airtasker and Unions New
South Wales. The Economic and Labour Relations Review, 28(3), pp.438-454.
Patty, A., 2017. Airtasker and unions make landmark agreement to improve pay rates and
conditions. Sydney Morning Herald, 1.
Power, J., 2019. Tradies on the line. Plumbing Connection, (Spring 2019), p.82.
Taylor, D., 2017. Airtasker agrees to minimum working conditions for ‘gig
economy’contractors. ABC News, 1.
Unions, N.S.W., 2016. Innovation or exploitation: Busting the airtasker myth. Sydney: Unions
NSW.