1.
Group 1 : English MBA
 5520212002 : Nabduan D.
 5520212004 : Phornphat R.
 5520212005 : Omar N.
 5520212006 : Neeranuch NG.
Term Paper Presentation : MIS Case Study

2.
Introduction
Objective of the study
 The case study focus on the development of Grab Taxi Company along with the
management inside the organization and information and technology management.
 The study also find the answer of application technology and effects on stakeholders
including driver and passenger.
 The case study about Grab Taxi Company we expected to gain new information and concept
in business management with the development of stakeholders’ wellness with the power
of information and technology to return the happiness to the society
 Finally, the scope of the study also cover the trend of the competition in taxi booking
application in the future

3.
Introduction
Traditional Taxi Taxi Radio Taxi Booking App
Development of Thai Taxi

4.
Introduction
Issue Surrounding
According to the survey from NIDA Poll about
“The opinion about Taxi service and the way to
solve the problems in passengers’ point of view”
The main issues in Taxi service
1st Reject the passengers and server only foreigner
2nd Drive improperly and violate the driving law
3rd Talk and act impolitely
4th Lack of trustworthy
5th Bad condition of vehicle
In the case of VIP Taxi with extra fee
1st Passengers willing to pay more : 78.44%
2nd Passengers unwilling to pay more : 20.21%
3rd Passenger not sure but willing to try : 1.35%

5.
Finding
History
Anthony Tan as the CEO
He graduated from Harvard Business School
with the 2nd runner up award in business
plan competition.
He start his business in his hometown
Malaysia.
Idea Source
His friends arrived to Malaysia to pay him
a visit after graduation but they got the
problems with the Taxi services in his
hometown.
With the root of his family (his
grandfather) work as Taxi driver before
then he doesn’t want anyone to look
down and aim to develop the ability and
standard of living for Taxi Drivers.
He wanted to build the Grab Taxi with the
win-win situation for both drivers and
passengers.

6.
Finding
History
 GrabTaxi firstly established in Malaysia under the name
“My Teksi”.
 MyTeksi aims to develop an automated smartphone
booking and dispatch platform in 3 distinct phases.
Phase 1 will focus on dispatch issues, helping fleet
operators manage their allocations more effectively and
efficiently.
Phase 2 will focus on passenger safety and booking
issues.
Phase 3 will focus on allowing passengers to book a taxi
on-demand in multiple cities from a single app.

7.
Finding
History
In 2013, Grab Taxi Thailand firstly provide the
service in Bangkok with Taxi booking service with
many features including
 auto detects customers’ current location
 tells the estimated metered fare
 locating Drivers in real-time
 assigned driver for customers within 3 minutes
 track the driver until reach customers location
 share the ride to third person for safety
concern
 Grab Taxi is a hit in Malaysia, Singapore, Vietnam,
Thailand and the Philippines, with over 250,000
users a month.
 Being downloaded onto more than one million
mobile devices to date
 books a taxi every two seconds across the region.

8.
Finding
User flow
Step 1 : Download application. And open application
Step 2 : Booking process

9.
Finding
User flow
Step 4 : booking process
Step 3 : Register

10.
Step 5 : Scanning for driver
Finding
User flow

11.
Step 7 : Share my ride feature
Step 6 : Confirmation process
Finding
User flow

12.
Step 8 : Feedback process
Finding
User flow

13.
Step 1 : Download application
Finding
Driver flow
Step 1 : Download application

14.
Finding
Driver flow
Step 2 : Driver information
Step 3 : Receive job

15.
Finding
Operation Management - Workflow

16.
Finding
Organization Management – Marketing Management
Promotional Strategy
Discount Code
 Grab Taxi provide discount for
passengers on the vacation to
encourage passenger using the
application
 The discount will be offered to
passengers and pay back to
drivers within 2 weeks.
 “WELOVEDAD” is the example of
discount code for 40 baht per
ride on father day of Thailand.

17.
Finding
Organization Management – Marketing Management
Promotional Strategy
DriverPassenger
 Customer will access to the code easily on the
notification on the screen , the taxi driver will
provide it to them.
 The code will discount on the normal fare only
so the calling fee need to be paid as the same.
Discount promotion code driver will get
more than they give discount to customers.

18.
Finding
How Application Work
Cloud computing

19.
Finding
How Application Work
Integrated with Google map

20.
Finding
Theory Involve
Technology acceptance model

21.
Finding
Theory Involve
Network Effect model

22.
Finding
Theory Involve
Cloud Computing

23.
Finding
Theory Involve
Business Impact
 2 types of impact
Disintermediation and
Reintermediation.
 Reintermediation is suit
for this case because
GrabTaxi became an
intermediary between
passenger and taxi driver
by use of IT they can
reach many potential
users.

24.
Contribution
The Effects on Stakeholders
Passengers Drivers
1. Speed :
Passengers can have their ride with the
speed from finding taxi in nearest location
within 2 minutes with 2 tabs
2. Safety :
- Transparency about the driver’s detail and
taxi fares meter,
- Share their trip via the function “share your
ride” through social media in real-time.
3. Certainty :
Booking confirmation to make sure that they
already found their drivers via email and
system screen
1. Increasing in jobs from the application :
Driver can reach more passengers in less
time consuming
2. Increasing in income :
Driver can gain more income from incentive
in promotion code extra from meters rate
fare
3. Better standard of living :
Having annual checkup and scholarship for
their children that normally not available for
freelancer like Taxi driver
4. Ability to learn new skills :
Driver can learn about technology

25.
Discussion
Competitors

26.
Easy Taxi
Strength 1. worldwide operation
2. easy to use app
3. stringent driver acceptance process
4. Free Taxi Day and Biblota’xi campaign
Weakness 1. small network in SE Asia compared to GrabTaxi
Threat 1. intense competition
Opportunities 1. strong market potential
2. high smartphone usage
 Founded in 2011 - Rio De
Janeiro
 No. 1 taxi app in the world
 Works with existing network
 Cheapest price of all three
competitors

27.
Uber Taxi
Strength 1. worldwide operations
2. first mover in sector
3. massive financial power
4. lower cost to operate
5. customer perception of luxury
Weakness 1. much controversy with individual country laws
2. illegal to operate in Thailand
3. regular taxis are more abundant than private vehicles
4. price of service high compared to rivals
Threat 1. intense competiton
Opportunites 1. strong market potential
2. high smartphone usage
 Founded in 2009 - San
Francisco
 Available in 53 countries -
200 countries
 No 1 in America
 Most luxurious of all brands
 A lot of controversies

28.
 Founded in 2012 - Kuala
Lumpur
 South East Asia preference at
the moment
 10,000 taxis in Bangkok
GrabTaxi
Strength 1. number one in SE Asia
2. biggest taxi network in Thailand
3. huge financial investors
Weakness 1. only regional operations as opposed to global competition
2. operations in Thailand still in its infancy
3. no option to rate experience in app
Threat 1. intense competition from firms far more experienced
Opportunities 1. strong market potential
2. go global
3. high smartphone usage

29.
ComparisonTable

30.
Ending Question
New Competitors
LINE TAXI AppGovernment Official App

31.
 Taxi booking application industry in its infancy stage in Thailand
 lots of market growth potential
 three major players
 all financially strong
 Grab Taxi operation still new in Thailand but with interesting
growth with the fierce competition to come
Conclusion