MRKT20052 - Ingogo Marketing Plan: Organizational Analysis & Strategy

This presentation provides an organizational analysis of Ingogo, a taxi booking and payment service, within the context of marketing management and digital communication. It covers the company's background, industry definition, and a situation analysis encompassing macro forces, customer analysis, competitor analysis, stakeholder analysis, and a SWOT analysis. The presentation identifies the problem and opportunity statements for Ingogo, concluding with a summary of the company's services and the importance of situation analysis. The company uses hierarchy motivational theory to inspire employees. The document references external sources to support its claims and provide a comprehensive overview of Ingogo's market position and strategic considerations.

Ingogo
*Marketing
Management
and digital
communication

*Background of
Ingogo
Organizational analysis
*Ingogo offer taxi booking and payment services to
their specified consumers and drivers.
* It also offer mobile app to their driver and business
consumers .
*It is established in 2011 Mascot, Australia.
Industry definition
Organizations that offer many kinds of travel services
like travel agencies, tour operators, internet
reservation, and travel industry report (Ingogo, 2018).

*Situation analysis
*Situation analysis consider the following
points:
*a) Macro force analysis
*b) Customer analysis
*c) Competitor analysis
*d) Other stakeholder analysis
*e) SWOT analysis
*f) Problem and opportunity statement

*Macro force
analysis
Political
• Deregulation
• Stable political
atmosphere
• Foreign ownership
regulation and rules
• Open Skies
Economic
• Global financial crisis
• Rising currency
• Higher unemployment
• Rising in the fuel cost
Technology
• Use of Internet
• Transport investment
Social
• Modification in the
customers
• Enhancing travel
Legal
• Legislative Complain
requirement
• Anti competitive behaviour
Environmental
• Noise control level
• lack of appropriate
infrastructure

*Customer
Analysis
*The targeted market of this organization is
Sydney, Melbourne, Brisbane, Perth, and
Adelaide.
*Ingogo concentrate on the driver and
business customers to deliver their
service.

*Competitor
analysis
*The key competitors of ingogo are Lyft,
Grab, Bla Bla Car, and Sidecar.
*Ingogo has obtained $16 million that is
higher as compared to their competitors.

*Other
stakeholder
analysis
*Local residents
*Employees
*Working people
*Business customers

*SWOT analysis
Strengths
• Good awareness and
branding in the
marketplace
• Strong technology
• Hugh amount of
consumers
• Quality services
provider
Weaknesses
Lack of skilled
employees
Multi app situation
Changes in the
technology
Higher number of
competitors
Opportunities
• Expand into more cities
• Expend into new
products and services.
Threats
• Government expansion
• Rules and regulation
• Transportation
improves

* Problem and
opportunity statement
*The problem statement of this company is
“to make easier to find taxi for their
consumers”.
*The opportunity of this statement is “ to
provide great services to business
customers by offering fair treatment with
drivers’.

*Conclusion
*It can be concluded that Ingogo offer taxi and
payment services to their drivers and targeted
consumers.
*It can also be summarized that situation
analysis is supportive to external and internal
factors that could influence the growth of
company. Company could analysis competitors
situation as it would support to obtain higher
profit.

*Evidence of
research
*Hierarchy Motivational theory is used by
the company to inspire their employee
towards their work.
*It will be effective to get higher
profitability in future (Schunk, Meece, and
Pintrich, 2012).

*Reference
*Schunk, D. H., Meece, J. R., & Pintrich, P. R.
(2012). Motivation in education: Theory,
research, and applications. UK: Pearson
Higher Ed.
*Ingogo (2018). Our story. Retrieved from:
https://www.ingogo.com.au/our-story/#