Gojek in Indonesia

Seizing Digital Opportunities at The Bottom of The Pyramid

Bibhushan Raj Joshi (29118701)

Hawa Firdausi (29118145)

Jonathan Febrian (29118124)

Tanvi Porwal

next based on the given case:
Overview
Although has succeeded in solving various problems
and developing its business to become one of the
startup unicorns in Indonesia, Go-Jek still has a
variety of problems that must be resolved, both
internally and externally. Internally, Go-Jek realizes
that they must determine a new step because Go-Jek
has entered a stage where growth has stabilized
compared to its very rapid growth in recent years.
Therefore, in order to meet the expectations of its
investors, a question arises. The question is; what
steps will be taken by Go-Jek to continue the very
fast growth rate,
The following are the steps that Go-Jek can take
● Should Go-Jek develop Go-Life and
become a platform to offer on-demand
services for all needs?
● On the other hand, Go-Jek can expand its
business to other cities in Indonesia. What
city conditions can make the Go-Jek
business less relevant (such as the
condition of cities that have low congestion)
● Or should Go-Jek expand to other countries
such as its competitors, GrabBike, which
markets its business model to developing
countries? Go-Jek has been offered an offer
to expand its business to cities in Southeast
Asia, Africa and India that have great
economic growth potential.
 Intended Market: X-Axis
intended market

be the same as in our partially overlap with be entirely different

present market present market from our present market
or are unknown

customer's behavior and decision-making

1 2 3 4 5 5
processes will

Different culture with Indonesia

our distribution and sales activities will 1 2 3 4 5 5

Population of country impact the driver and user of app

the competitive set (incumbents or potential

1 2 3 4 5 2
entrants) will

The first mover will became a pioneer

 Intended Market: X-Axis cont.
intended market

Highly relevant Somewhat relevant Not at relevant

Our brand promise is 1 2 3 4 5 1

Help some people to get their convenience

Our current customer relationship are 1 2 3 4 5 1

Need to intense because Go-Jek is service company

Our knowledge of competitors’ behavior and

1 2 3 4 5 1
intentions is

Go-Jek and Grab mostly give same service

Total X-axis coordinate 15

 Product/Technology: Y-Axis
Product/Technology

Is fully applicable Will require significant Is not applicable

adaptation

Our current development capability 1 2 3 4 5 1

Go-Jek is a platform app, that need to develop the technology

Our technology competency 1 2 3 4 5 1

ease of use for drivers and users is the important thing

Our intellectual property protection 1 2 3 4 5 2

Concern about Safety of driver and user. Consider the crime rate of the
country

Our manufacturing and service delivery system 1 2 3 4 5 2

App can be similar that have launch in Indonesia

 Product/Technology: Y-Axis cont.
Product/Technology

Are identical to those of our Overlap somewhat with Completely differ

current offerings those of our current from those of our
offerings current offerings

The required knowledge and science bases 1 2 3 4 5 2

The necessary product and service functions 1 2 3 4 5 2

The expected quality standards 1 2 3 4 5 3

Total Y-Axis coordinate 13

RISK Matrix
IS IT REAL ?
Is The Market Real ? Is The Product Real ?

● Population of India in 2017 is ● Go-jek give solution for many

1.339 billion people to get more
● Many traffic in India transportation alternative
● High number of motorcycle ● Help to delivery
users
CAN WE WIN ?
Can The Product be Competitive ? Can our Company be Competitive ?

● Other online competitor in ● In Indonesia, Go-jek can get the

transportation online (Uber, market because they adapt with
Grab,etc) the culture
● Go-jek identic with creative
promotion and content
IS IT WORTH DOING ?
Will the Product be Profitable at an Does Launching the Product make
Acceptable Risk ? Strategic Sense ?
Thank you