Marketing Management & Digital Communication: Ingogo Presentation

This presentation provides a situational analysis of Ingogo, an Australian online taxi booking and payment company, focusing on its fixed fare service. It covers background information on Ingogo, including its establishment in 2011 and its operations in major Australian cities. The analysis includes macro force factors (political, economic, social, technological, environmental, and legal), customer segmentation (demographic, geographic, psychographic, and behavioral), competitor analysis (Uber, Premier Cabs, etc.), stakeholder analysis (internal and external), and a SWOT analysis highlighting Ingogo's strengths, weaknesses, opportunities, and threats. The presentation identifies the limited service area as a problem and suggests expansion opportunities, including app development for other platforms. It concludes that Ingogo's services are well-received and can benefit from further expansion and app integration.

Marketing
Management and
Digital
Communication
Student Name: Student ID:
Unit Name: Unit Code:
Campus: Term:
Year:
Name of Unit Coordinator:

Overview of the Presentation
• Background information of Ingogo
• Background infromation of Ingogo Fixed Fare
• Situational Analysis
• Macro force analysis
• Customer analysis
• Competitor analysis
• Other stakeholder analysis
• SWOT analysis
• Problem and opportunity statement
• Conclusion
• Reference

Background information of Ingogo
• Description: Ingogo is an Australian online taxi
booking and payment company.
• Established: The Company was founded in the
year 2011.
• Headquarter: Sydney in Australia
• Details: The company provides services to various
parts of Melbourne, Brisbane, Perth, Sydney and
Adelaide. It calculates fares making use of
Android applications and smartphones.
• Website: https://www.ingogo.com.au

Background information of
Ingogo Fixed Fare
• Ingogo has a GPS enabled booking system that
tracks nearby taxis.
• The USP of the product of the Company is that it
offers fixed fares, including toll charges and price
rise due to traffic jams.
• The Company allows booking till two days in
advance.
• Booking through the Company allows to gain
Frequent Flyer membership. Membership is
mandatory for availing this offer. The membership
fees is waived off in next booking.

Situational Analysis
Macro force analysis
• Political factors: Australia’s political
environment allows business to flourish.
• Economic Factors: Conducive to
growth and business development with
stable market conditions and inflation.
• Social Factors: Availability of young
population makes it easier to get drivers for
taxis, generating employment. Such
demographics also allows steady influx of customers
• Technological Factors: High rates of technological
development makes the company to upgrade its app on Android often.
• Environmental Factors: The Company is responsible for generation of
greenhouse gases.
• Legal Factors: Legal department of the Company has
to abide by labor laws, business laws, traffic rules and other
applicable legislations.

Situational Analysis
Customer analysis
• Demographic Segmentation: Office going
population of age group 24 years to 58 years,
male and female for major customer group.
Middle and upper income class mostly avail
services of the company.
• Geographic Segmentation: It caters to most city
locations in Australia as Melbourne, Brisbane,
Perth, Sydney and Adelaide.
• Psychographic Segmentation: Those who want to save money and
raise fixed bills for taxi fares. Convenience is another parameter
along with Android users for being customer of this segment.
• Behavioral Segmentation: Customers, who are frequent
flyer with Qantas and want to book their taxi beforehand for av
oiding troubles with last minute bookings.

Situational Analysis
Competitor analysis
• Rivalry: Industry rivalry is high with Uber, Permier Cabs, Rydo
and other car rental companies offering similar services.
• Supplier Power: Rising price of petrol and service costs of
automobiles imposes significant challenges.
• Barrier to Enter: High investment
costs is the primary barrier to enter
the market.
• Buyer Power: Customers have a
wide range of platform to select their
rides from.
• Threat of Substitute: There are trains
and buses plying across similar routes.

Situational Analysis
Other stakeholder analysis
• Internal Stakeholders: Primary stakeholders of the
company includes car owners, drivers and other
employees that cater to customer services.
Programmer of the app and call center service
providers.
• External Stakeholders: Includes
customers, government, traffic
police, agencies and so on.

• Strength: Fixed fare taxi services
• Weakness: Limited service area
• Opportunity: High opportunity to
expand services.
• Threats: Environmental laws,
changes in traffic laws and so on.
Situational Analysis
SWOT analysis

• Ingogo offers limited area of service in Australia,
limited across few cities only.
• Ingogo can easily expand it services to cater to
more destinations.
• Its app is available across Android platforms only,
it needs to include other application based
services as well.
Situational Analysis
Problem and Opportunity
Statement

Conclusion
• Ingogo’s services are well liked by customers,
hence it can easily expand its area of operation.
• Inclusion of apps will provide extended customer
satisfcation.

Reference Lists
•Porter, M. E. (2008). The five competitive forces
that shape strategy. Harvard business
review, 86(1), 25-40.
•Wu, R. S., & Chou, P. H. (2011). Customer
segmentation of multiple category data in e-
commerce using a soft-clustering
approach. Electronic Commerce Research and
Applications, 10(3), 331-341.