[ 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