Go-Jek
Introduction
Controllable Forces
Uncontrollable Forces
Conclusion and Recommendation
Indonesian Ride-Hailing Company now turned into a lifestyle app.
In over 50 Cities in Indonesia like Jarkata and Surabaya
Go-Jek believes in Speed, Innovation and Social Impact
Services like food delivery, ride hailing and courier services
Plans on expanding into Southeast Asia through joint venture
Product
With ride-hailing services, Comfort delgro is the most considerable option even though they lost market share when Grab bought over Uber.
Hiring Drivers can also be problematic due to majority of the drivers are working for Grab as they own more than 70% share of the market
Price
ComfortDelgro are notorious for their rigid pricing
Go-Jek and ComfortDelgro can work together to implement a simple and clear pricing system
Pricing system where it can both benefit the customers with free rides and discounts and also to increase the standard of living towards drivers
Competitive Forces
Reported that Grab holds 95% shares in taxi-hailing and 78% in private car hailing in Southeast Asia
Go-Jek can utilize local partner like ComfortDelgro's resources and knowledge of the Singapore market to compete against Grab
Political/Legal Forces
Paris joined Climate Change accord to reduce carbon footprint and vehicular population in Singapore
COE prices will be determined by demand and supply
CPF and Taxes might discourage drivers as it stops them from earning a better standard of living.
Go-Jek must comply with the rules and regulations from LTA
Conclusion
I believe that Go-Jek should still continue with the joint venture as it is the most feasible way for them to expand into Southeast Asia
Recommendations
Go-Jek to do further market research on their own, approaching a professional research company to better understand Singaporeans and the type of lifestyle they have.
Further improve the passenger's experience. Some examples are to have mandatory Aux cables in every Go-Jek ride and also to be able to order food while in the ride to save time