Background information of the company and product/service
Background information of the company service
Organizational analysis
It is an Australian organization which specializes in online taxi booking and payments (Royle & Laing, 2014).Ingogo is taxi bookings and payments service for the passengers and drivers.The organization provides a mobile app and website which is easiest way to book any kind of taxi for now, later- anywhere and on any given device.Cab drivers process fares utilizing customized mobile application on Android smartphones (Hall & Krueger, 2015).The company at present serves Adelaide, Melbourne, Perth, Brisbane and Sydney.They have GPs-enable booking system and allow nearby taxi service to pick up fares regardless of taxi services.
Industry definition
Taxi industry refers to kind of vehicles for rent with a driver , employed by just one passenger or small number of the passengers, more regularly for the non-shared drive ( Chan, Chang, Lau, Law & Lei, 2016 )
A taxicab generally conveys travelers between the destinations of their choice(Chan, Chang, Lau, Law & Lei, 2016).
Macro force analysis PEST framework Political factor
At first they faced controversy; in their development they did not have clear regulations Difficult to pinpoint insurance lie (Cramer & Krueger, 2016).
Economics factors
The industry operate in sharing economy Uber hires drivers to respond to the customer as well as drive to location It is deemed cheaper than taxis and easier booking (Bhalla, 2013)
Social factor
Booking and pick up is easier utilizing the Smartphone It requires no communication rather presses of the button.The clients enjoys the rides (Tan, Tan & Land, 2015).
Technological factor
Consumers make their booking through the app (Cramer & Krueger, 2016).An estimate of the ride appears in the app The customer can pay for the ride in advance with the app
Customer analysis
The organization was the first transportation service in Australia to offer riders with fixed rates.Their main customers are located in Metropolitan Sydney, Melbourne, Brisbane and Adelaide (Järvinen,Tollinen, Karjaluoto & Jayawardhena, 2012).These are areas which they currently operate.
Competitor analysis
The man competitor of the organization is Uber- Ticktoc.This is a Smartphone application for booking taxi and hires cars (Royle & Laing, 2014).
Other stakeholders’ analysis
Client/passengers- convenience, safety while riding (Karjaluoto, Mustonen & Ulkuniemi, 2015).Partners and drivers- Good payment, safetyCompany executives/ directors- defend the organization through counter-lawsuits (Karjaluoto& Ulkuniemi, 2015).
SWOT analysis Strengths
Well trained employees Strong, market-driven business model(Aarhaug & Skollerud, 2014).
Weaknesses
Inability to raise large amount of capital (Hou, 2018).
Problem and opportunity statement
Opportunities
Participation in high demand industry Steady future demand (Aarhaug & Skollerud, 2014).
roblem
Potential competition from franchise.
Conclusion
Ingogo has been a booking and payment services to passengers and drivers.They offer a mobile app and their websites are the easiest way to book any kind of taxi They have dominated the Australian market for a long time.The company can let track the location of taxi on map and one can call driver or send a text There has been situational analysis done on the company.
References
Aarhaug, J., & Skollerud, K. (2014). Taxi: different solutions in different segments. Transportation Research Procedia, 1(1), 276-283.
Bhalla, M. (2013). Waterfall versus sprinkler product launch strategy: Influencing the herd. The Journal of Industrial Economics, 61(1), 138-165.
Chan, J. W., Chang, V. L., Lau, W. K., Law, L. K., & Lei, C. J. (2016). Taxi App Market Analysis in Hong Kong. Journal of Economics, Business and Management, 4(3).
Cramer, J., & Krueger, A. B. (2016). Disruptive change in the taxi business: The case of Uber. American Economic Review, 106(5), 177-82.
Hall, J. V., & Krueger, A. B. (2015). An analysis of the labor market for Uber’s driver-partners in the United States. ILR Review, 0019793917717222.
Hou, Z. (2018). The Impact on Traditional Taxi Industry of Taxi-Calling Mobile Apps: a Case Study in Chengdu, China (No. 18-04226).
Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION. Marketing Management Journal, 22(2).
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), 703-710.
Karjaluoto, H., & Ulkuniemi, P. (2015). Digital communications in industrial marketing. Journal of Business & Industrial Marketing, 30(6).
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.
Tan, F. T. C., Tan, B., & Land, L. (2015, January). The affordance of gamification in enabling a digital disruptor: a case study of the goCatch taxi booking app. In System Sciences (HICSS), 2015 48th Hawaii International Conference on (pp. 1197-1206). IEEE.
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