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Go To Market Strategy: (Case Study: Bodetabek Area)
Go To Market Strategy: (Case Study: Bodetabek Area)
Go To Market Strategy: (Case Study: Bodetabek Area)
Go To Market Strategy
TOWS
02 Treats | Opportunities | Weakness | Strength
Go To Market Strategy
03 WHAT
Product | Value Proposition
WHO
Segmentation | BeachHead Strategy
HOW
Channel Strategy
WHERE
Promotion Plan
Gojek Coverage Area :
BALIKPAPAN Jakarta, Bandung, Surabaya,
11.200 Drivers Bali, Makassar, Medan,
JABODETABEK Palembang, Semarang,
200.000 Drivers BALI Yogyakarta, Balikpapan,
Malang, Solo, Manado,
11.200 Drivers Samarinda, Batam, Sidoarjo,
Gresik, Pekanbaru, Jambi,
Sukabumi, Bandar Lampung,
MEDAN Padang, Pontianak,
440 Drivers MAKASSAR Banjarmasin, Mataram, Kediri,
Probolinggo, Pekalongan,
7.100 Drivers Karawang, Madiun,
PALEMBANG
Purwokerto, Cirebon, Serang,
510 Drivers Jember, Magelang,
Tasikmalaya, Belitung,
BANDUNG SURABAYA Banyuwangi, Salatiga, Garut,
Bukittinggi, Pasuruan,
37.000 Drivers 23.000 Drivers Tegal,Sumedang, Banda Aceh,
YOGYAKARTA SEMARANG Mojokerto, Cilacap,
Purwakarta, Pematang Siantar,
690 Drivers 370 Drivers & Madura
www.go-jek.com
Kab. Bekasi | Kota Bekasi
DEPOK
6.8 Mio 1.6 Mio 1.1 Mio BEKASI
Kab. Bogor | Kota Bogor BPTJ data shows that in 2015, total
travel/movement in Jabodetabek is
47.5 million per day.
BOGOR
Only 15 % using Public
6.3 Mio 0.9 Mio 141.000 Transportation
http://hubdat.dephub.go.id/
www.bps.go.id
Source :
Indonesia Network Operators Group
GoJek :
• Go Ride
• Go Car
• Go Send
• Go Bluebird
• Go Food
• Go Mart
• Go Shop
• Go-Tix
• Go Box
• Go-Mad
Go PAY
• GoPay
• GoPoints
• GoPulsa
Go LIFE
• Go Massage
• Go Clean
• Go Auto
• Go Glam
INTERNAL STHRENGTH INTERNAL WEAKNESSES
INTERNAL 1. No 1 Top Brand (online transportation) 1. Premium price
FACTORS 2. National wide operation 2. Driver manner
3. 250.000 Driver & Multi service 3. Lack of Public Transportation Regulation ( no
EXTERNAL standard )
FACTORS
EXTERNAL OPPORTUNITIES SO - STRATEGY WO - STRATEGY
1. Big Opportunity in: 1. Penetration to Region 1. Create Multi pricing scheme
• Transportation & Logistic Sector 2. Create New Service (segmented)
2. National Economic Growth
3. Co-Creation through “Mitra Strategis” 2. Enhance Driver / Mitra / employee
• Gov. Focus Development
Infrastructure Capability (Hard & Soft Skill)
• New market 3. Man to man marking on channel
3. Fintech Innovation
HOW
Product/Service :
GoJek :
• Go Ride Gojek
• Go Car Value Proposition
• Go Send
• Go Bluebird
• Go Food 1. Biggest Partner/Driver/Mitra
• Go Mart 2. Multi Service “1 aplikasi untuk segala
• Go Shop
• Go-Tix
kebutuhan”
• Go Box 3. Easy to Use – Excellent UX experience
• Go-Mad 4. GOPay Platform - Cashless Payment
Go PAY 5. Price Fairness
• GoPay
• GoPoints
• GoPulsa
Go LIFE
• Go Massage
• Go Clean
• Go Auto
• Go Glam
Market
MARKET Segmentation
Employee Entrepreneur
BODETABEK
Housewife Student
20.8 Mio 5.4 Mio 2.5.Mio
Segmenting beyond FIT with Service &
Value Proposition
1 GO-RIDE 1 GO-PAY
2 GO-CAR 2 GO-POINTS
3 GO SEND 3 GO-PULSA
4 GO-FOOD
6 GO-MART 1 GO-MASSAGE
7 GO-SHOP 2 GO-CLEAN
8 GO-BOX - 3 GO-AUTO
9 GO-TIX 4 GO-GLAM
BeachHead Strategy is a Leveraged approach to Market
Product Innovation
Market Expansion
Market Penetration
Today ( Needs Based Segmentation )
Poin of Attack
Channel Framework
Channel Management Central Government
Local Government
Direct Channel System indirect Channel System
DISHUB
Customer
Sample
focus area to Tangerang Selatan
Ansoff Strategy
Sample
focus area to Tangerang Selatan
Background :
Objective
1. Relaunch product/ Service
2. Brand awareness
3. Acquisition
Go-Jek
Roadshow to
Campus
Terima Kasih
Stevanus C. Handoko
08157994987