Falcon Invoice Discounting: Empowering Your Business Growth
Go to Market Strategy - Case Study : GO-JEK BODETABEK Area
1. [ Case Study : BODETABEK AREA ]
Go To Market Strategy
By. Stevanus C. Handoko
Doctoral Student Trisakti International Business School
2. 01
Business Landscape
BOGOR | DEPOK | TANGERANG | BEKASI
OUTLINE
02
TOWS
Treats | Opportunities | Weakness | Strength
03
Go To Market Strategy
WHAT
Product | Value Proposition
WHO
Segmentation | BeachHead Strategy
HOW
Channel Strategy
WHERE
Promotion Plan
3. Gojek Coverage Area :
Jakarta, Bandung, Surabaya,
Bali, Makassar, Medan,
Palembang, Semarang,
Yogyakarta, Balikpapan,
Malang, Solo, Manado,
Samarinda, Batam, Sidoarjo,
Gresik, Pekanbaru, Jambi,
Sukabumi, Bandar Lampung,
Padang, Pontianak,
Banjarmasin, Mataram, Kediri,
Probolinggo, Pekalongan,
Karawang, Madiun,
Purwokerto, Cirebon, Serang,
Jember, Magelang,
Tasikmalaya, Belitung,
Banyuwangi, Salatiga, Garut,
Bukittinggi, Pasuruan,
Tegal,Sumedang, Banda Aceh,
Mojokerto, Cilacap,
Purwakarta, Pematang Siantar,
& Madura
JABODETABEK
200.000 Drivers
MEDAN
440 Drivers
PALEMBANG
510 Drivers
BANDUNG
37.000 Drivers
YOGYAKARTA
690 Drivers
SEMARANG
370 Drivers
SURABAYA
23.000 Drivers
BALIKPAPAN
11.200 Drivers
MAKASSAR
7.100 Drivers
BALI
11.200 Drivers
www.go-jek.com
4. BOGOR
6.3 Mio 0.9 Mio 141.000
6.8 Mio 1.6 Mio 1.1 Mio
TANGERANG 5.6 Mio 2.1 Mio 615.000
BEKASI
2.1 Mio 0.8 Mio 615.000
DEPOK
BPTJ data shows that in 2015, total
travel/movement in Jabodetabek is
47.5 million per day.
Only 15 % using Public
Transportation
Tangerang | Kab. Tangerang | TangSel
Kab. Bogor | Kota Bogor
Kab. Bekasi | Kota Bekasi
DEPOK
http://hubdat.dephub.go.id/
www.bps.go.id
6. GoJek :
• Go Ride
• Go Car
• Go Send
• Go Bluebird
• Go Food
• Go Mart
• Go Shop
• Go-Tix
• Go Box
• Go-Mad
Go PAY
• GoPay
• GoPoints
• GoPulsa
Go LIFE
• Go Massage
• Go Clean
• Go Auto
• Go Glam
7. INTERNAL
FACTORS
EXTERNAL
FACTORS
EXTERNAL OPPORTUNITIES
1. Big Opportunity in:
• Transportation & Logistic Sector
2. National Economic Growth
• Gov. Focus Development
Infrastructure
• New market
3. Fintech Innovation
EXTERNAL THREATS
1. Go to hyper competition
Global Player
Fintech Phenomenon
Distruptive Innovation
2. Low Pricing by Competitor
3. Multi channel campaign and offering by
competitor
4. Central & Local Regulation
INTERNAL STHRENGTH
1. No 1 Top Brand (online transportation)
2. National wide operation
3. 250.000 Driver & Multi service
INTERNAL WEAKNESSES
1. Premium price
2. Driver manner
3. Lack of Public Transportation Regulation ( no
standard )
SO - STRATEGY
1. Penetration to Region
2. Create New Service
3. Co-Creation through “Mitra Strategis”
WO - STRATEGY
1. Create Multi pricing scheme
(segmented)
2. Enhance Driver / Mitra / employee
Capability (Hard & Soft Skill)
3. Man to man marking on channel
ST - STRATEGY
1. Penetrate market into regional
2. Create disruptive products/solution
3. Improve Communication & Promotion
4. Improve Government Relationship
WT - STRATEGY
1. Offering solution related to Segment
2. Offering Low cost
3. Discount / Poin Reward
9. Gojek
Value Proposition
1. Biggest Partner/Driver/Mitra
2. Multi Service “1 aplikasi untuk segala
kebutuhan”
3. Easy to Use – Excellent UX experience
4. GOPay Platform - Cashless Payment
5. Price Fairness
Product/Service :
GoJek :
• Go Ride
• Go Car
• Go Send
• Go Bluebird
• Go Food
• Go Mart
• Go Shop
• Go-Tix
• Go Box
• Go-Mad
Go PAY
• GoPay
• GoPoints
• GoPulsa
Go LIFE
• Go Massage
• Go Clean
• Go Auto
• Go Glam
12. BeachHead Strategy is a Leveraged approach to Market
Next Year ( Future )
Market Penetration
( Needs Based Segmentation )
Market Expansion
Poin of Attack
Product Innovation
Today
13. Direct Channel System
Customer
Representative
(Mitra Regional)
Regional Operation
Partnership & Supporting
Drivers
Channel Management
indirect Channel System
External AM
Mitra
GOJEK | GOPAY | GOLIFE
Corporate
Channel Framework
Central Government
Local Government
Community
DISHUB
Police & Military
Organda
Academic
15. Sample
focus area to Tangerang Selatan
Background :
Comparision Car vs motorcycle
650k : 200K
Target segment , move form car to
public moto
Income perkapita bigger than
others in Banten
target segment for GoPayhubdat.dephub.go.id/
tangselkota.bps.go.id
Adv Placement - Billboard
16. Sample
focus area to Tangerang Selatan
Go-Jek
Roadshow to
Campus
Agenda :
1. Talk Show
2. Seminar / Workshop sharing knowledge
3. Recruitment (driver/Mitra/employee)
Objective
1. Relaunch product/ Service
2. Brand awareness
3. Acquisition
More than 100.000 Student
From 10 Campus