ENVIRONMENT ANALYSIS

INDIVIDUAL ASSIGNMENT 1
DIGITAL MARKETING
MKT558
‘GRAB MALAYSIA’

AIDA NAZIHAH BINTI MOHD SHARIF

2018264092
BA245 4B
DR AMIRAH AHMAD SUKI
EXECUTIVE SUMMARY
Grab provides online-to-offline services in the most number of cities across Southeast
Asia, with a presence in over 500 cities and towns. Currently, Grab is operating is 8
countries which are Singapore, Indonesia, Thailand, Philippines, Vietnamese,
Cambodians, and Myanmar and 196 cities. Grab aims to provide the everyday services
that matter most to consumers. Grab offers access to safe and affordable transport, food
and package delivery, mobile payments and financial services as well. All of these
services can be paid with three different payments methods which are cash, credit/debit
card, and exclusive Grab E-wallet.

HISTORY
 Anthony Tan as the CEO, who is the youngest of the three brothers of the family
that operates Tan Chong Motors, the authorized distributor for Nissan cars in
Malaysia.
 He graduated from Harvard Business School with the 2 nd runner up award in
business plan competition
 He start his business in his hometown Malaysia.
 Garb taxi firstly established in Malaysia under the name “My Teksi”
 In 2014, Grab moved its company headquarters from Malaysia to Singapore.
According to the company’s filings with the Singapore government in 2017,
Anthony Tan also acquired Singaporean citizenship.
 In 2012, 40 taxi drivers in Kuala Lumpur that helps them earn a better living through
the Grab Platform whether as a driver, delivery, merchant or agent-partners.
CUSTOMER ANALYSIS

 In Malaysia, because of covid-19, Grab have transitioned 18,000 of GrabCar

driver-partners to support increased demand in the Food, Mart and Express
verticals.
 Grab will focus on targeting areas such as shopping mall, town areas, office areas,
industrial areas and the airport as the target market is analyzed to be concentrated
at these locations. Grab will further look into situation covid-19 to consumer that a
demand on delivery items
 Firstly, Grab was promoting through direct marketing to convince people to join
GrabPlatform. And now Grab is focusing on promoting the app through various
mediums such as the internet, YouTube, social media and radios as well.
Technology is the company core which has to always up to the new technologies,
policies, and customer demand as well.
 Regarding customer demand, Grab reduces its operational complexity by involving
GrabPlatform partners in which partners can provide more service such as
GrabFresh, powered by HappyFresh, direct directions to Grab users, empowering
partners to integrate Grab suite of technology and product into their own websites
or apps.
 Last week, Malaysia declared a two-week, nationwide movement-control order.
Grab would like to assure our community that Grab’s services – Food, Mart,
Delivery and Transport – continue to operate to serve our community in Malaysia.
 Grab continue to take more steps towards supporting businesses and ensuring
Malaysians are able to access even the smallest of necessity via our platform such
as launching Pasar, expanding GrabMart, offering discount to boost local
businesses, and creating new income opportunities for ride-hailing driver.
 Pasar' on GrabMart enables fresh produce, poultry, meat and seafood sellers to
serve their customers in a cashless and contactless way. Expansion of GrabMart
to provide the convenience of on-demand deliveries for additional businesses.
 Grab are far from perfect, but Grab will not stop trying to do what they can to keep
their community thriving and survive. Grab also keep reminds continue to stay
home and close to your loved ones to community.
IMPACT OF MACROENVIRONMNET TOWARDS THE GRAB

 Technological Factors
Grab spread like wildfire through social media. Buyers are searching for cheaper
transportations options and Grab fulfilled this need. The application is incredibly important
to Grab. It cannot function if the application goes down or suffers difficulties. The company
must ensure everything is working, reliable and ready to go. In this situation Covid-19,
this app are mostly targeting to consumer that hard to go grocery or house are far from
them to buy. So consumer will satisfied their need and wants that fulfil by the Grabfood.

 Economic Factors
The removal of the Goods and Services Tax (GST) this year has injected more amount
of ringgit for consumers to spend, boosting retail spending, increasing public consumption
and expanding the overall economy. The government was able to generate about RM42
billion in revenue with the implementation of GST. The target for the Sales and Services
Tax (SST) is smaller around RM21 billion. Therefore, the difference of RM21 billion now
belongs to the consumers, giving Malaysians higher purchasing power.

 Political Factors

Based on the Malaysian Parliament, Grab and other ride-hailing providers were
not functioning under approved legal terms under the ministry of land transport. However,
in late 2017, “Prime Minister Najib Razak’s Cabinet agreed to legalize ride-hailing
services even as taxi driver associations protested, arguing that their livelihoods were
threatened by the private hire services”, (Malaysian Digest, 2017). The legislation
was followed by terms and conditions to be followed by Grab and its competitors.
Such as periodical vehicle checks, insurance covers and more to assure the safety of
consumers
  Social Factors
Grab today unveiled its vision of an empowered future of seamless mobility, on-demand
food delivery, logistics, cashless payments, and financial services for the people of
Malaysia – all within one mobile app. Soon, from the moment they wake up, consumers
can book a GrabCar to get to work, pay for their favorite ‘Nasi Lemak’ with GrabPay for
lunch, deliver gifts to their loved ones through GrabExpress, order their dinner and eat in
the comfort of their home with GrabFood.

 Legal Factors
Grab have been engaging and working very closely with the relevant parties (Ministry of
Transport, Jabatan Pengangkutan Jalanraya[JPJ], Land Public Transport Agency [APAD]
and Puspakom) to expedite the processes more efficiently to help Grab drivers transition
through the regulations. This includes implementing digital online training and the
introduction of an industry first daily e-hailing insurance.
CONCLUSION

Grab is a Smartphone application for booking service. I learned that the most important
part of this is to learn about the users better and figure out what they want from using the
app as correctly as possible. And this is not a simple task as sometimes users do not
know what they want and do not find it easy to verbalize what they want. And also the
design is a process that is flexible and iterative. Grab makes it easy for the ride, eat and
also make trust from delivering logistic from place to another under the city. For example,
Daily use items or small things.

REFERENCE

https://www.grab.com/my/brand-story/

https://www.academia.edu/37998038/Service_Marketing_Grab_new_service_opportunity_

https://www.researchgate.net/publication/328916265_A_PROPOSED_INNOVATIVE_CHANGE_PROCESs
_FOR_GRAB

https://issuu.com/wineechun/docs/hp3806_group4_final

https://www.grab.com/sg/press/others/grab-announces-additional-covid-19-support-measures/

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