STRATEGY

MANAGEMENT
OF GOJEK SERVICE
ASSIGNED BY:
PRAMBAYU CANDRA KIRANA - NARA JP200100
EKA PUTRI MAULIDIAH - EKA JP200102
HAJIZAH NURUL ARAFAH - ARA JP200099
FRANSISCA NATALIA GIOVANNI - SISKA JP200101
RARA SAKTI YUWANDA PUTRI - RARA JP200103
 01 ENVIRONMENTAL FACTOR EVALUATION

02 INTERNAL FACTOR EVALUATION

03 COMPETITIVE PROFILE MATRIX

TABLE OF
CONTENTS 04 SWOT MATRIX

05 SPACE MATRIX

06 QSPM MATRIX
WHAT DO YOU KNOW
ABOUT GOJEK?
Gojek is basically an application that
connects users who want to use motorbike
services with nearby drivers (who have
motorbikes) so that they will meet as soon
as possible.

Also, Gojek is a technology company from

Indonesia that serves transportation
through motorcycle taxi services.
LET’S MOVE FORWARD TO
GOJEK’S STRATEGY
01
ENVIRONMENTAL
FACTORS
EVALUATION
WE NEED TO KNOW ABOUT THE EXTERNAL FACTOR FIRST, SUCH AS
AN OPPORTUNITY AND A THREATS. SO, TO MAKE IT SIMPLE, WE TRY
TO ADD TABLES FOR YOU TO UNDERSTAND
 EXTERNAL FACTOR : OPPORTUNITY

(+) The high level of public response to transportation services that are transparent, safe,
Consument
cheap, efficient, and efficient.

Technology (+) A lot of new applications that make it easier for Gojek in informing the services provided

(+) Government support in the form of regulations that are in accordance with the
Government
operational needs of online motorcycle taxis

(+) The more merchants who join Gojek, the greater the opportunity to work with the wider
Suppliers
community.

Gojek's Driver (+) The strong spirit of the driver raises Gojek
 EXTERNAL FACTOR : THREATS

(-) Gojek is a pioneer in terms of online-based motorcycle taxis, so it will continue to face
Competitor
resistance from its competitors.
(-) Frequent threats and even physical or verbal attacks on gojek drivers by conventional
transportation service providers such as buses, taxis.
Consument (-) Gojek / Uber / Grab Consumers are increasingly critical of the services provided.
(-) Not everyone can use a smartphone.
(-) When the weather is not good, many consumers use Uber/Grab
(-) Many fictitious orders are detrimental to Gojek driver partners
(-) Implemented Zoning Policy that requires online transportation to be prohibited from
Government
operating
Media (-) The order must be through an application that is connected to the internet
(-) It is difficult to serve customers when the internet service provided by the provider is
experiencing problems
EXTERNAL FACTORS
EVALUATION MATRIX
 Weight
EXTERNAL FACTORS EVALUATION MATRIX Weight Rating
Score
Opportunity
The high level of public response to transportation services that are transparent,
0,17 4 0,68
safe, cheap, efficient, and efficient.
A lot of new applications that make it easier for Gojek in informing the services
0,12 4 0,48
provided
Government support in the form of regulations that are in accordance with the
0,09 3 0,27
operational needs of online motorcycle taxis
The more merchants who join Gojek, the greater the opportunity to work with the
0,12 4 0,48
wider community.
The strong spirit of the driver raises Gojek 0,1 3 0,3
Threats
Gojek is a pioneer in terms of online-based motorcycle taxis, so it will continue to
0,03 1 0,03
face resistance from its competitors.
Frequent threats and even physical or verbal attacks on gojek drivers by conventional
0,05 2 0,1
transportation service providers such as buses, taxis.
Gojek / Uber / Grab Consumers are increasingly critical of the services provided. 0,03 1 0,03
Not everyone can use a smartphone. 0,05 1 0,05
When the weather is not good, many consumers use Uber/Grab 0,05 2 0,1
Many fictitious orders are detrimental to Gojek driver partners 0,04 2 0,08
Implemented Zoning Policy that requires online transportation to be prohibited from
0,06 1 0,06
operating
The order must be through an application that is connected to the internet 0,05 2 0,1
It is difficult to serve customers when the internet service provided by the provider is
0,04 1 0,04
experiencing problems
1 2,8
 CONCLUSION FROM
EFE MATRIX
From the table, it is known that the total score of
opportunities and threats of PT. Gojek is 2.8,

this shows that Gojek has moderate capabilities in taking

advantage of opportunities and overcoming threats.

Gojek weight score for External Factor

Evaluation is 2.8
 03
INTERNAL FACTOR
EVALUATION
 INTERNAL FACTOR
LET’S GET TO KNOW ABOUT THE STRENGTH
AND WEAKNESS OF GOJEK
 INTERNAL FACTOR : STRENGTH &
WEAKNESS
Internal Factor ( Strength and Weakness )
Service (+) Based on mobile applications, so easy to access from anywhere.
(+) Has a wider network of drivers compared to Grab Bike
(+) Have good service quality management such as: reliability, responsiveness,
assurance, empathy, and tangible
(+) Cooperation with various partners such as insurance, offline shops
(+) Payment system that is cashless and cash
Employee (+) Having reliable Engineering and employees
(+) The many forms of services for driver partners such as insurance services
for Gojek partners, BPJS, etc driver loyalty increases. Such as insurance services
for gojek partners, BPJS, etc.
INTERNAL FACTOR : STRENGTH &
WEAKNESS
Internal Factor ( Strength and Weakness )
(+) Brand image that is very strong and easy to remember and understand by
Marketing
consumers or the local market.
(+) Having a good physical environment is one of them is a logo that reflects
online motorcycle taxis
(+) Promotion is carried out very efficiently through the internet, social media,
brochures, radio, direct selling, events, media partners, and also through
traditional marketing such as word of mouth publications
(+) Has high brand recognition and is more easily understood by the local market
Information
(+) An integrated system with gojek partners and consumers
Technology
(+) The choices offered through the application to consumers are more
complete than other companies.
(-) Gojek services cannot be felt in outskirt areas
(-) Too many drivers waiting for orders in one place.
 INTERNAL FACTOR : STRENGTH &
WEAKNESS

Internal Factor ( Strength and Weakness )

(+) Received support from the government in the form of online transportation
Management
service regulation
(-) Because it is based online, it will be difficult to manage drivers
(-) Lack of socialization regarding SOPs and Insurance Guarantees provided by
Gojek for driver partners
(-) Frequent occurrence of fictitious orders that harm gojek driver partners.
 INTERNAL FACTOR
EVALUATION MATRIX
 Weight
INTERNAL FACTOR EVALUATION MATRIX Weight Rating
Score
Internal Strength
Based on mobile applications, so easy to access from anywhere. 0,07 4 0,28
Has a wider network of drivers compared to Grab Bike 0,08 4 0,32
Have good service quality management such as:
reliability, responsiveness, assurance, empathy, and tangible 0,08 4 0,32
Cooperation with various partners such as insurance, offline
0,09 4 0,36
shops
Payment system that is cashless and cash 0,07 3 0,21
Brand image that is very strong and easy to remember and
0,09 4 0,36
understand by consumers or the local market.
 Weig Ratin Weight
INTERNAL FACTOR EVALUATION MATRIX
ht g Score

Internal Strength

Having a good physical environment is one of them is a logo that reflects

0,06 4 0,24
online motorcycle taxis
Promotion is carried out very efficiently through the internet, social media,
brochures, radio, direct selling, events, media partners, and also through 0,07 3 0,21
traditional marketing such as word of mouth publications
Has high brand recognition and is more easily understood by the local
0,05 4 0,2
market
Having reliable Engineering and employees 0,04 3 0,12
The many forms of services for driver partners such as insurance services
for Gojek partners, BPJS, etc driver loyalty increases. Such as insurance 0,04 3 0,12
services for gojek partners, BPJS, etc.
An integrated system with gojek partners and consumers 0,05 4 0,2
The choices offered through the application to consumers are more
0,04 3 0,12
complete than other companies.
Received support from the government in the form of online
0,05 4 0,2
transportation service regulation
 Weight
INTERNAL FACTOR EVALUATION MATRIX Weight Rating
Score
Internal Weakness
Gojek services cannot be felt in outskirt areas 0,03 2 0,06
Too many drivers waiting for orders in one place. 0,02 1 0,02
Because it is based online, it will be difficult to manage drivers 0,02 2 0,04
Lack of socialization regarding SOPs and Insurance Guarantees
0,02 2 0,04
provided by Gojek for driver partners
Frequent occurrence of fictitious orders that harm gojek driver
0,03 1 0,03
partners.
1,00 3,45
 Conclusion From IFE Matrix
From table , it is known that Gojek's total weighted score is 3,45, this shows
that Gojek has a strong position and is able to overcome existing weaknesses.
Its main strengths are:

1. Mobile application based, so it is easy to access from anywhere.

2. Cooperation with various partners such as insurance, offline shops
3. Have a very strong brand image, easy to remember and understand the local
market, with a score of 0.36.

The main weakness of Gojek is that Gojek services cannot be felt by consumers
in outskirt areas with a score of 0.06
COMPETITIVE
PROFILE 03
MATRIX
CPM is the identification of
major competitors, especially
strengths and weaknesses. And
here’s the calculation of CPM
Gojek with other companies
engaged in the same field
 Gojek Grab
No. Critical Success Factors Weight
Rating Score Rating Score
1 Brand Reputation 0,12 5 0,6 5 0,6
2 Profit Margin 0,09 4 0,36 3 0,27
3 Skilled Workforce 0,03 3 0,09 4 0,12
4 Customer service 0,11 4 0,44 3 0,33
5 Effective Social Media Management 0,08 4 0,32 5 0,4
6 Price Competitiveness 0,07 2 0,14 2 0,14
7 IT skills 0,1 3 0,3 2 0,2
8 Advertising Capability 0,05 3 0,15 3 0,15
9 Customer satisfaction 0,13 4 0,52 4 0,52
10 Security 0,06 4 0,24 3 0,18
11 Management Qualifications & Experience 0,02 3 0,06 2 0,04
12 Customer Loyalty 0,14 4 0,56 4 0,56
TOTAL 1,00 3,78 3,51

According to the CPM calculation, Gojek has a higher value between the two
companies with a value of 3.78
04. SWOT MATRIX
 Strength
Based on a mobile application, making it easy to
access from anywhere
Haven Management good service quality such as:
reliability, responsiveness, assurance, empathy, and
tangibility
Cashless and cash payment systems.
A very strong brand image and easy to remember
and understand by consumers or the local market.
Weakness
Gojek services cannot be felt in outskirt areas
Too many drivers waiting for orders in one place.
it is online based, it will be difficult to manage drivers
Lack of socialization regarding SOPs and Insurance
Guarantees provided by Gojek
 Opportunities S - O Strategy W - O Strategy
Creating new applications to Extend
The high public interest in Continue to innovate to
distribution reach to suburban areas. In
transportation services that are improve internal applications by
addition to increasing market share, it
transparent, safe, cheap, utilizing the many new
can open up wider employment
effective. applications available
opportunities
Improve Studying Quality, Develop personal relationships between
Lots of new applications which
Loyalty & performance of all drivers and passengers where
makes it easier for Gojek to
employee components by, passengers have the right to choose
inform the services that can be
training and bringing in drivers according to the desired
provided
consultants characteristics
The more merchants who join
Expanding the use of Go-Pay to
Gojek, the greater the Creating a special application to manage
master more retail both Online
oppurtunity to work with the drivers
and Offline
wider community
 Threat S - T Strategy W - T Strategy
Gojek is a pioneer in terms of Creating new applications to Extend
Continue to innovate to
online-based motorcycle taxis distribution reach to suburban areas. In
improve internal applications by
so that it will continue to get addition to increasing market share it
taking advantage of the many
resistance from its can open up wider employment
new applications available
competitors. opportunities
Improve the quality, loyalty &
creativity of IT human Regulating the number of drivers in such
There are still people who
resources by studying & training a way that there are enough drivers in an
cannot use smartphones
in the field of Tech Business, so area, not less and not more
as to create new service ideas
Collaborate with competitors
Lots of fictitious orders that Mapping areas that are prone to
(Blue Bird) and conventional
are detrimental to motorcycle disturbances and not picking up at the
transportation drivers to
taxi driver partners area
become partners
 05
SPACE MATRIX

The Strategic Position & ACtion Evaluation matrix or

short a SPACE matrix is a strategic management tool
that focuses on strategy formulation especially as
related to the competitive position of an organization.
 Competitive Position Industry Position

(-6 worst, -1 best) (+1 worst, +6 best)

-2 Market share 5 Growth potential
-2 Customer Service 6 Profit
-1 Product Quality 6 Access to financing
-1 Brand Company Image 6 Resource Utilization
-6 Total Competitive 23 Total Industry
-1,5 Average 5,75 Average

Total Axis X = +4,25

 Financial Position Stability Position

(+1 worst, +6 best) (-6 worst, -1 best)

6 Earnings per share -2 Price of competing products
5 Liquidity -1 Technology changes
5 Revenue increase -1 Demand variability
6 Cash flow -1 Competitive Pressure
22 Total financial -5 Total Environmental
5,5 Average -1,3 Average

Total Axis Y = 4,25

From the data, we know that gojek are good in any position, which is
really good to develop its service in market.
06
QSPM MATRIX
 Product Market
Development Penetration
Key Factors Weight
AS TAS AS TAS

Stregth
Based on a mobile application, making it easy
0,12 4 0,48 3 0,36
to access from anywhere
Haven Management good service quality
such as: reliability, responsiveness, 0,14 4 0,56 4 0,56
assurance, empathy, and tangibility

Cashless and cash payment systems. 0,13 4 0,52 3 0,39

A very strong brand image and easy to

remember and understand by consumers or 0,20 4 0,8 4 0,8
the local market.
Integrated system with Gojek partners and
0,18 3 0,54 3 0,54
also consumers
 Product Market
Development Penetration
Key Factors Weight
AS TAS AS TAS

Weakness
Gojek services cannot be felt in outskirt
0,07 3 0,21 4 0,28
areas
Too many drivers waiting for orders in one
0,06
place.
it is online based, it will be difficult to
0,06
manage drivers
Lack of socialization regarding SOPs and
0,04
Insurance Guarantees provided by Gojek

1,00 3,11 2,93

 Product Market
Development Penetration
Key Factors Weight
AS TAS AS TAS

Opportunities
The high public interest in transportation
services that are transparent, safe, cheap, 0,18 4 0,72 3 0,54
effective.
Lots of new applications which makes it
easier for Gojek to inform the services that 0,17 4 0,68 3 0,51
can be provided
The more merchants who join Gojek, the
greater the oppurtunity to work with the 0,15 3 0,45 2 0,3
wider community
The spirit of Gojek's driver to raise Gojek is
0,14
very strong
 Product Market
Development Penetration
Key Factors Weight
AS TAS AS TAS

Threat
Gojek is a pioneer in terms of online-based
motorcycle taxis so that it will continue to 0,08
get resistance from its competitors.
There are still people who cannot use
0,10
smartphones
Lots of fictitious orders that are detrimental
0,09
to motorcycle taxi driver partners
When the weather isn't good, there's a lot of
consumen order to Gojek's Competitor like 0,06 3 0,18 4 0,24
Ub*r and Gr*b
It Difficult to serve customers when the
internet service provided by the provider is 0,03
experiencing problems
 CONCLUSION
Gojek is a start-up company engaged in online transportation
services. The results of the mapping of the key factors of the SWOT
Matrix show that Gojek is in a strong position in utilizing its
strengths and is able to overcome its weaknesses.

Meanwhile, when viewed from the Competitive Profile Matrix, total

value of the weighted score is 3,78, it shows that Gojek is in a higher
position rather than its Competitor.

The strategy commonly used by Gojek is the growth and build

strategy, which is an intensive strategy that focuses on market
penetration, market development, and product development as well
as integrative strategies (backward integration, forward integration,
horizontal integration).
 INDONESIA
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 Thanks!
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