[ Case Study : BODETABEK AREA ]

Go To Market Strategy

By. Stevanus C. HandokoDoctoral Student Trisakti International Business School

01Business Landscape BOGOR | DEPOK | TANGERANG | BEKASI

OUTLINE

02TOWS Treats | Opportunities | Weakness | Strength

03Go To Market Strategy WHAT

Product | Value Proposition WHO

Segmentation | BeachHead Strategy HOW

Channel Strategy WHERE

Promotion Plan

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

JABODETABEK200.000 Drivers

MEDAN440 Drivers

PALEMBANG510 Drivers

BANDUNG37.000 Drivers

YOGYAKARTA690 Drivers

SEMARANG370 Drivers

SURABAYA23.000 Drivers

BALIKPAPAN11.200 Drivers

MAKASSAR7.100 Drivers

BALI11.200 Drivers

www.go-jek.com

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 615.000DEPOK

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

Source :Indonesia Network Operators Group

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

INTERNAL FACTORS

EXTERNAL FACTORS

EXTERNAL OPPORTUNITIES1. Big Opportunity in:

• Transportation & Logistic Sector2. National Economic Growth

• Gov. Focus Development Infrastructure

• New market3. Fintech Innovation

EXTERNAL THREATS1. Go to hyper competition Global Player Fintech Phenomenon Distruptive Innovation

2. Low Pricing by Competitor3. Multi channel campaign and offering by

competitor4. Central & Local Regulation

INTERNAL STHRENGTH1. No 1 Top Brand (online transportation) 2. National wide operation3. 250.000 Driver & Multi service

INTERNAL WEAKNESSES1. Premium price2. Driver manner3. Lack of Public Transportation Regulation ( no

standard )

SO - STRATEGY1. Penetration to Region 2. Create New Service 3. Co-Creation through “Mitra Strategis”

WO - STRATEGY1. Create Multi pricing scheme

(segmented)2. Enhance Driver / Mitra / employee

Capability (Hard & Soft Skill)3. Man to man marking on channel

ST - STRATEGY1. Penetrate market into regional2. Create disruptive products/solution3. Improve Communication & Promotion4. Improve Government Relationship

WT - STRATEGY1. Offering solution related to Segment2. Offering Low cost 3. Discount / Poin Reward

HOW

WHEREWHO

GojekValue Proposition

1. Biggest Partner/Driver/Mitra2. Multi Service “1 aplikasi untuk segala

kebutuhan”3. Easy to Use – Excellent UX experience 4. GOPay Platform - Cashless Payment5. 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

BODETABEK

20.8 Mio 5.4 Mio 2.5.Mio

Market Segmentation MARKET

Employee Entrepreneur

Housewife Student

Segmenting beyond FIT with Service & Value Proposition

Employee Entrepreneur Housewife Student

1 GO-PAY

2 GO-POINTS

3 GO-PULSA

Employee Entrepreneur Housewife Student

1 GO-MASSAGE

2 GO-CLEAN

3 GO-AUTO

4 GO-GLAM

Employee Entrepreneur Housewife Student

1 GO-RIDE

2 GO-CAR

3 GO SEND

4 GO-FOOD

5 GO-BLUEBIRD

6 GO-MART

7 GO-SHOP

8 GO-BOX -

9 GO-TIX

BeachHead Strategy is a Leveraged approach to Market

Next Year ( Future )

Market Penetration( Needs Based Segmentation )

Market Expansion

Poin of Attack

Product Innovation

Today

Direct Channel System

Customer

Representative(Mitra Regional)

Regional Operation

Partnership & Supporting

Drivers

Channel Management

indirect Channel System

External AM

MitraGOJEK | GOPAY | GOLIFE

Corporate

Channel Framework

Central Government

Local Government

Community

DISHUB

Police & Military

Organda

Academic

Sample focus area to Tangerang Selatan

Ansoff Strategy

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

Sample focus area to Tangerang Selatan

Go-JekRoadshow to

Campus

Agenda :1. Talk Show2. Seminar / Workshop sharing knowledge3. Recruitment (driver/Mitra/employee)

Objective1. Relaunch product/ Service2. Brand awareness3. Acquisition

More than 100.000 StudentFrom 10 Campus

Terima Kasih

Stevanus C. Handoko08157994987