FINAL TERM EXAM STRATEGIC MANAGEMENT

R ADIMAS M J SALEH 19/438362/EK/22194

1. Explain the dimensions of Geographic scope, Vertical scope, and Horizontal

scope in the corporate strategy elements described in the article
Answer :
● Geographic Scope
○ Both companies have their own sort of rival in Indonesia.
Tokopedia has a company competitor that goes by the name of
Shopee and Gojek has a well known competitor that is Grab. By
doing this merger Both Gojek and Tokopedia are establishing
dominance in the competitive advantage in the area. With this
competitive advantage both Shopee and Grab now are not the
biggest rival for GoTo. This will make it like in the article said
“GoTo will make Indonesia’s fintech industry more competitive
and dynamic”.
○
● Vertical Scope
○ Vertical scope is all about increasing the efficiency at the new
corporate entity level and lowers costs imposed on users. The
vertical scope of the GoTo Corporate is savings originating from
the joint production of different kinds of services. For example
when they are already merged the Gojek company can be the
one that helps with the Tokopedia features which is COD or fast
delivery service. Buying the products of Tokopedia and delivered
by Gojek or GoSend.

● Horizontal Scope
○ Like in the geographic scope both Gojek and Tokopedia have
their own competitors like Grab and Shopee. Both Gojek and
Tokopedia have their own similarities, for example people can
buy or do online service paying bills, any kind of tickets, and
also purchasing vouchers or even coupons. With this merger
they can enter a new market and even expand the market that is
already in their area. This will also help them innovate new
products and services together because of the similarities that
they have.
2. What do you know about Porter’s value chain? in developing its market in the
region of ASEAN, what strategic aspects should be taken into account by
GoTo Group in managing the global value chain in the region
Answer :
● Porter’s Value Chain
○ Porter’s Value Chain is an analytic system. The Porter’s Value
Chain itself focuses more on the customers as the center part of
the system rather than the division or even the accounting type
of problem. How the value chain activities are going can be the
reason for what determines the cost and what can affect the
profits.
● Strategic Aspects in Global Value Chain for GoTo
○ Process Upgrading : Both of the companies before the merger
have their own problem in delivering products. But now that
Tokopedia and Gojek have already merged, they can easily
deliver the Tokopedia products with the help of the Gojek
drivers.
○ Product Upgrading : Both of the companies also have an online
buying service. With Tokopedia we can shop there, but in the
Gojek app we also can shop but not as well as the Tokopedia. I
think gojek can also upgrade shopping options. On the GoShop
we just can only buy from like Indomaret or Alfamart while the
products that we want are sometimes not available there. Add
some local shops that we can shop from so that it will also help
the local sellers.
3. What do you think could be developed as key performance indicators for the
success of this collaboration, and make a simple implementation plan (Action
Plan) on how to achieve it (Use the balance Score Card to answer this
question).
Answer :

● Action Plan :
○ The Action Plan for GoTo if using the Balance Score Card I
would use it from the Customer Perspective. The end goal of
every Customers Perspective is to get Customer Satisfaction
and Also Customer Loyalty. To get this Customer Customer
Satisfaction and Customer Loyalty we have to upgrade the
services products from both Gojek and Tokopedia. For Gojek we
can start by helping the Gojek and GoCar Driver to get training
in how to handle a customer and how to make their passenger
feel safe and comfortable with them as their drivers. No
customer or passenger wants to get a grumpy person as their
driver. It would make them very much not comfortable. With
Tokopedia we can also upgrade the customer service for people
that are new to the online shopping service. Even in this
pandemic online shopping is what most people do and most of
the people are still new, making a short tutorial on how to buy or
order can also help the new customer. By doing this we can
hope that the new customer would love the help that we are
providing and be a customer that are loyal to the Tokopedia.