Gojek Indonesia : Seizing Digital Opportunities at the Bottom of the

Pyramid

Adhimas Aulia Muhammad – 29320164

Adrian Ova Triandi – 29320160
Ilona Kirana Saradella – 29320156
Irma Tri Aryani - 29320166
Seizing Digital Opportunities
Larry Verdiarmand Diza – 29320165
at the Bottom of the Mohammad Fathan Saleh - 29320177
Pyramid

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 Irma Tri Aryani Ilona Kirana Saradella Larry Verdiarmand Diza
(29320166) (29320156) (29320165)

Adrian Ova Triandi Mohammad Fathan Saleh Adhimas Aulia Muhammad

(29320160) (29320177) (29320164) SG-8
 Background
o Indonesia is now one of the Asia’s center of
technology with high usage of internet and
smartphone.

o Go-Jek as an Decacorn, revolutionised the

informal transport and logistics business.

o Linking conventional transportation (“Ojek” &

Taxi) into several utilities, such as transportation,
delivery services, and shopping.

o Current statistics ;
>20 millions of Customers
>4 million driver partners
>35.000 food merchants
>3.000 service providers.
In 2020, Go-Jek available in more than 14
cities in Indonesia and 4 other SEA countries.

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 Product Lineup

How to Use

Customer Customer
Customer Driver
Launcher and Service Customer and Driver
Pick the Accepts the
Choose the Delivered Pay the Fare Rate the
Location Request
Service Performance

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Business and
Industry Situation
o In October 2015, Go-Jek popularity is on a rise with their
order growth by 98 times.

o As Indonesian cities mostly had bad traffic, the demand for Go-
Jek is also blooming → held huge recruitment

o Play a role in reducing traffic problems.

o In 2016, Go-Jek continued to expand and had eight
bookings/seconds within a single month which amounted to
20 million bookings in June 2016.
o Tried to reduce the money-burning scheme in pursuit
of growth from their business, and focuses on long-
term orientation for the sustainability of their
business → has made efficiency by shutting down
some of its products

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 Competition
In August 2015, GrabBike was launched which was a similar
motorcycling transportation service like Go-Jek.

GrabBike also offered a choice for customers enabling them to

choose between ojek and taxi which fulfilled all transportation
needs in a single application. Grab gives cheaper prices than
Go-Jek.

The competitiveness of Grab is

starting to become a threat to Go-Jek

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 Advantages

• High competent personnel with experience and

knowledge in locally and globally

• Massive funding from the investors

• Large amount of driver partners and users

• Strong Data Mining to analyze users behavior

• Satisfying the basic needs of customers and contributing

in working productivity

• Connecting Go-Jek partners directly to the consumers

• Maintaining consistent service quality & familiar with its

product innovation

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 Managing
Partner and
Customer
Expectations

Inefficient
Services Challenges Work Hazard

Unfair Rate

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Problem Statement

What should be the

next step for Go-Jek?

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 Recommendation
Netnography Mapping

Reads market potential through Netnography by

reading how the social behavior of people
interacts with their products.

Read their market potential and carry out

their business efficiency which has led to
a profit orientation.

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 A cashier service (Point of Sales) company
worth IDR 2 trillion, this acquisition is very
strategic to strengthen their data capabilities.

With this acquisition, Gojek has the stronger capability

of consumer insight data to map consumer behavior
and provide input to develop their merchants.

Recommendation
Strategic Acquisition Taking over Bank Jago, Kartuku, MidTrans,
and Mapan.

With this acquisition, Go-Pay currently

owns 61% of the e-wallet market in
Indonesia,

All of the strategic acquisitions made by Gojek

are aimed to strengthen its core businesses and
support the ease of the services for the
customers
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 Recommendation
Market Expansion

There are several considerations for Go-Jek to

expand abroad:

• Local adaptation strategies

• Management team that aligns
Gojek's core values,
• Market demand.

Potential Market;
• Bangladesh
• Philippines
• Myanmar, etc.

The success of Go-Jek's business expansion in

Indonesia can also be carried out in other
countries with the help of Go-Jek's sophisticated
market data and business strategy mapping.

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THANK

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