This report provides a comprehensive analysis of Ingogo's marketing management and digital communication strategies within the Australian market. It begins with an executive summary, followed by a detailed situation analysis using PESTLE and Porter's Five Forces frameworks to evaluate the macro and micro environments. The report then delves into segmentation, targeting, and positioning, identifying Ingogo's target market of office goers, students, and the aging population. It examines the problem statement related to the Australian cab service industry, highlighting Ingogo's solutions. Marketing and financial objectives are clearly defined, alongside a detailed marketing mix strategy focusing on product, price, place, and promotion. The report includes an implementation plan, budget allocation, and concludes with a summary of key findings and recommendations, supported by relevant references and an appendix.
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