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MRKT20052 Marketing Management And Digital Communications 2

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Question:

This assessment task requires you to conduct a situational analysis that consists of a comprehensive external and internal analysis for a new product or service from the pre-determined list (see below).  You are required to prepare a 5 minute PowerPoint presentation that includes a maximum of 10 slides (including title and reference slides). Your presentation should at least show an application of all marketing concepts, theories, tools and models discussed in the unit until week 5 to that new product.

Product/service

Weblink

Nexba Beverages

https://startups.venturecrowd.com.au/deal/detail/nexba_seriesaextension

Ingogo

https://www.ingogo.com.au/

SpacetoCo

https://www.spacetoco.com/

Fingerschinder

https://www.kickstarter.com/projects/fingerschinder/fingerschinder-r2

 

 

Answer:

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

Economic

Deregulation

Global financial crisis

Stable political atmosphere

Rising currency

Foreign ownership regulation and rules

Higher unemployment

Open Skies

•  Rising in the fuel cost

Technology

Social

Use of Internet

•  Modification in the customers

Transport investment

Enhancing travel

Legal

Environmental

Legislative Complain requirement

Noise control level

Anti competitive behaviour

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

Weaknesses

Good awareness and branding in the marketplace

Lack of skilled employees Multi app situation Changes in the technology Higher number of competitors

Strong technology

 

Hugh amount of consumers

 

Quality services provider

 

 

Opportunities

Threats

Expand into more cities

Government expansion

Expend into new products and services.

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).

 

References

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/#

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