SCHOOL OF BUSINESS

GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Le Thi Kim Chi Student ID number: 21001123

Student name: Nguyen Viet Hai Student ID number: WSU21000312
Student name: Ly Vien Phuong Nghi Student ID number: WSU21000066
Student name: Vo Tran Trung Nhan Student ID number: 21001329
Student name: Lam Dong Quy Student ID number: 21000699
Student name: Tran Vu Khanh Quynh Student ID number: 21000941
Student name: Nguyen Thi Anh Thu Student ID number: B1112014736
UNIT AND TUTORIAL DETAILS

Unit name: Marketing Research Unit number: 200592 (UEH)

Tutorial/Lecture: MR-T222WSC-1 Class day and time: Monday 8:00-11:15
Lecturer or Tutor name: Mr. Ho Trong Nghia
ASSIGNMENT DETAILS

Title: Research Proposal - Gojek

Length: Due date: 19/06/2022 Date submitted: 19/06/2022
Home campus (where you are enrolled): Vietnam Campus (UEH)

DECLARATION

 I hold a copy of this assignment if the original is lost or damaged.

 I hereby certify that no part of this assignment or product has been copied from any other student’s work or
from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
 (previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
 No part of the assignment/product has been written/produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work will be reproduced and submitted to plagiarism detection software programs for
 the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s signature: Chi

Student’s signature: Hai
Student’s signature: Nghi
Student’s signature: Nhan
Student’s signature: Quy
Student’s signature: Quynh
Student’s signature: Thu
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not
been signed.
ARO 00398 09/15
 INCREASE
GORIDE'S
CUSTOMER
CONSIDERATION RATE
MR-T222WSC-1
Group 4
 EXECUTIVE SUMMARY
According to Euromonitor International, the online ride-hailing booking market in Vietnam was worth 33 million USD in 2018 and is expected
to reach 38 million USD in 2020, with an average growth rate of 11% over the next five years.

Although Vietnam's online ride-hailing delivery market is relatively new, it is extremely active. Gojek- a leading Indonesian technology
company founded in 2010, is regarded a pioneer in providing a super-app ecosystem model in Southeast Asia. As a potential new entrant in an
active market like Vietnam, Gojek, emerging as one of the most powerful new online ride-hailing booking brands and also confront many
challenges to success in the Vietnamese market.

Regarding our research, after a period of investing in gaining market share, currently, the field of ride-hailing applications is almost only 3 big
guys: Grab, Be, and Gojek (accounting for 99.3% of the country's market share). According to the latest ABI Research Report, Gojek accounts
for 12.3% of the total 100%. From that, we can clearly see that Gojek does not seem to have a high level of recognition among the Vietnamese
community in general and young people - the group that uses online ride-hailing booking services the most. Therefore, we determined that to
prevent this situation from further developing, How to increase consideration from students to use Gojek in the Vietnamese ride-hailing
industry?

This research was carried out in order to help Gojek increase its market share and raise awareness in Vietnam's online ride-hailing booking
market. Based on that goal, we will investigate what positive and negative factors influence Gojek users' behavioral decisions. Following that,
we will devise some solutions for Gojek to raise public awareness and attract more customers.

We will use the Customer Focus Theory (Customer-Centric) in this study to determine the factors influencing Gojek's recognition. This theory
proposes meeting current and potential customers' needs and expectations by developing a comprehensive understanding of their needs and
then providing perceived value to the customer. To put the objectives to the test, the researchers conducted desk research, qualitative and
quantitative exploratory research with a target audience familiar with Gojek.

The findings of this research paper will demonstrate the factors and aspects that Gojek needs to improve in order to increase its recognition
and market share in the Vietnamese market. Provide appropriate solutions to assist Gojek in developing sustainably in the Vietnamese
market over time.
 BACKGROUND
Revenue of the ride-hailing and taxi segment
in Vietnam from 2017 to 2025

Ride-hailing market in Vietnam has been seriously App-based motorbike and taxi car services gain higher
affected by COVID-19 pandemic but soonly recovered position in the consumer minds due to its
and is expected positively grow. (Statista, 2021). over-advantageous functions. (Q&Me, 2021).
 BACKGROUND 90%

68.2% 191M is the total market share in 2020 of Grab, Be

and Gojek in Vietnam's ride hailing market.

of the Vietnamese population uses of ride-hailing apps in 2020, about

owns a personal smartphone. 9.5 times more than in 2016 (Manh,
(Statista, 2021) 2021).

53M

Officially launched in Vietnam in 2018,

is the number of Vietnamese 4 years later than Grab, GoViet (previous name
smartphone users aged 15 years of GoJek) has been recorded positive growth
and over in 2021. (Dieu, 2021). in Vietnam ride-hailing market.
 BACKGROUND
SPENDING INTENTION ON TRANSPORTATION AMONG CONSUMERS
The unprecedented COVID-19 pandemic
has negatively impacted the global
mobility industry, and Vietnam was not
spared. During the second outbreak in July
2020, the spending intention on
transportation among consumers in the
country took a nosedive compared to pre-
pandemic levels. As Vietnam has gone
through several lockdowns since its first
COVID-19 cases in 2020, the demand for
mobility during these periods has reduced
significantly.

Change in spending intention among consumers during the COVID-19

pandemic in Vietnam from January 2020 to January 2021, by category
Source: Statista
COMPANY
INTRODUCTION
General
Gojek, formerly known as Goviet, is Southeast Asia's
leading technology group and a pioneer of the integrated
super app model. Gojek was founded in Indonesia with a
mission to improve lives through technology and unlock
more inclusive growth in the region. With a presence in
more than 200 cities, we provide access to more than 20
on-demand services, including transportation, payments,
food delivery, and more. As of March 2020, Gojek’s
application and its ecosystem have been downloaded
over 170 million times by users across the region.
Activities and Projection in Vietnam
Gojek began its services in Vietnam in 2018, under the brand GoViet. This
hyper-local approach helped us gain a deep understanding of the unique
needs of the Vietnamese. Since 2020, GoViet has unified with the bigger Gojek
umbrella so it can more effectively innovate at scale and create more
integrated solutions to life's everyday issues.
Gojek is dedicated to solving the daily challenges faced by consumers, while
improving the quality of life for millions of people across Southeast Asia –
especially those in the informal sector and micro, small, and medium
enterprises (MSMEs)
In Vietnam, the super app connects more than 150,000 driver-partners and
80,000 food merchants to millions of Vietnamese consumers. We currently
offer services for motorbike ride-hailing (GoRide), food delivery (GoFood), and
courier (GoSend)
 BUSINESS QUESTION
CHALLENGE
Awareness is high but the consideration of using app is still low

BIG QUESTION
How to increase consideration from students to use Gojek in the
Vietnamese ride-hailing industry?

What drivers do university students take into consideration

Q1
when using a delivery app?

Stage 1: Examine the competitive factors of Gojek

compared with other app in the market

Q2 What is the customer’s perception toward Gojek?

Stage 2: Clarify characteristics of a ride-sharing app that students would
prefer to use then gain the insight of the target audience

Which aspect of Gojek should be reinforced to penetrate

Q3
the market?
Stage 3: Give Gojek some recommendations to improve
their performance and customer experience
 STAGE 1

Examine the competitive factors of

Gojek compared with other app in RESEARCH
the market

OBJECTIVE
STAGE 2

Clarify characteristics of a ride-

sharing app that students would
prefer to use then gain the insight of
the target audience

STAGE 3

Give Gojek some recommendations

to improve their performance and
customer experience
PROPOSED
RESEARCH
METHODOLOGY
Proposed Approach
Methodology
 Stage 1 Stage 2 Stage 3
EXPLORATORY QUALITATIVE QUANTITATIVE
Desk Research Focus Group Survey

Examine the competitive factors of
GORIDE
Compared with Gojek competitors in
the market
Data Collection (Secondary Data):
reports & electronic newspaper
Based on Customer Focus
(Customer-Centric)
Identify students’ preferences regarding
the features of a motorcycle ride taxi app
=> Gain the insight of target audience
*Respondents Recruitment
*Focus Group Discussion
Explore & understand via primary data
(survey)
Quantify findings from Study 2
Some recommendations for Gojek to
improve its performance and customer
experience

Perceptions related to GORIDE and ride-

hailing market
Customers’ habits of using ride-hailing
services
Brand image
Shopping behavior & GORIDE POS
PROPOSED
Improvements for Dissatisfaction &
Positive Aspects of GORIDE services
Learn from past communication
APPROACH
 METHODOLOGY
Customer Focus Theory (Customer-Centric)

Customer Identity
Customer Location
Perceived Customer Personality
Teams' Prior Experience with the Customer

Gathering & Understanding of Customers Requirements

Collection & Utilization of Customer Information
Customer Focus
Receiving & Utilization of Customer Feedback
Improvement of Customer Relationships

Source: The World Scientists

 METHODOLOGY
Customer Focus Theory (Customer-Centric)
Purpose
The theory of customer focus will be made use of for our team’s research topic. Based on the theory approach, we can understand the customer better and what
is likely to form the right solution for him/her to boost the without guesswork or putting the company on the same page with its customers

Customer Focus Model

Key customer focus practices
Gathering & Understanding of Customer Requirements: Customer requirements are received in a timely, sufficient, and high-quality manner
Collection & Utilization of Customer Information: Information on customer needs is collected, analyzed, and made available to the team. When forward-
looking information on customer needs is available, teams have incentives to share customer knowledge and then mechanisms will be formed to
disseminate knowledge and respond to customer needs
Receiving & Utilization of Customer Feedback: Teams receive customer satisfaction survey feedback. When customer complaint information is available to
teams, feedback is then used to train team members & improve processes
Improvement of Customer Relationship: Improvement in development process, meeting directly with the team, awareness of project progression

Impacting factors
Customer Identity: clearly defined customer roles & responsibilities
Customer Location: on-site customer
Customer Personality: the customer proxy is informed, motivated and empowered to make decisions
Teams’ Prior Experience with the Customer: long lasting relationships with customers
 METHODOLOGY
Based on Customer Focus Theory (Customer-Centric)

Stage 1
Examine the competitive factors of Goride
EXPLORATORY compared with other app in the market
Desk Research

Purpose
The research collects data from different sources of information in order to get an overview of the ride hailing market, Goride competitors as well
as to figure out the insights of customers about the industry as a whole. Moreover, we can also identify the competitive factors that Goride might
possess in comparison with its competitors.

Data Collection
Data of this research type will be collected in several ways, including:
Public sources from the Internet (websites, newspapers, journals, books)
Sources on social media platforms (Facebook, Instagram, Zalo)
Published/unpublished sources from companies
 METHODOLOGY
Based on Customer Focus Theory (Customer-Centric)

Stage 2
Clarify characteristics of a delivery app that students would
QUALITATIVE prefer to use then gain the insight of the target audience
Focus Group

Purpose
A focus group interview will lead to a better understanding of prevailing customers' perceptions, necessitates, and obstacles with Gojek in
general, and with Gojek's current Goride service in particular. Furthermore, our team will be effectively able to comprehend the changes and
requirements that Gojek customer needs, and also their considerations when using Gojek's services.

Data Collection
Using data collected from Target Audiences to study their views and experiences when using Goride's services to understand more about
customer behavior and know about Goride's problems which need to be improved to be able to attract more customers.

Respondent Recruitment
Age: Youth, 18 - 35 years old
Gender: Female / Male
Perspective: Those who are interested in and have had experience with Gojek's Goride service
Location: HCMC

Focus Group Discussion

Number of Focus Group Discussion: 2
Group size: 10 respondents
Time length: 30 mins - 1 hours
Using different Qualitative techniques
 METHODOLOGY
Based on Customer Focus Theory (Customer-Centric)

Stage 3
Give Gojek some recommendations to improve their
QUANTITATIVE performance and customer experience
Survey

Purpose
The survey method would assist our team in measuring customer behavior when using Gojek's Goride service. Furthermore, we can determine
which aspects have the biggest and best influence on customer decisions and strengthen the harmful consequences in an attempt to
optimize the Goride service.

Data Collection
The data is collected through an online survey (Google Form). The online survey will be spread on social media.

Respondent Recruitment
Age: Youth, 18 - 35 years old
Gender: Female / Male
Perspective: Those who are interested in and have had experience with Gojek's Goride service
Location: HCMC
SAMPLE OF DELIVERABLES
Clarify characteristics of a ride-sharing app that students would
prefer to use then gain the insight of the target audience
Utility Tangibility
A well-performed ride-hailing app,
16% 18%
according to Students ( Gojek’s Target
Audience), could be assessed by some
typical components. After conducting
research, there are some top-of-mind
factors as presented: Assurance
Tangibility factor 23%

Price factor
Assurance factor
Price
Utility Factor 43%
SAMPLE OF DELIVERABLES
Reputation of Brand

Clean
Clean & Modern
& Modern MeansofofTransport
Means Transport

TANGIBILITY
Drivers Wear Proper Brand’s Uniform

Get Well-prepared Equipment (Example: Helmet)

0 10 20 30 40 50

Attractive
AttractiveCoupon
Coupon

Transparent Pricing

PRICE Affordability

Extra Fees On Peak Hours

0 10 20 30 40
SAMPLE OF DELIVERABLES
Avoid the Hassle of Self-driving (Example: Peaking Time)

Use Various
DriversDrivers Payment Method
UTILITY Use Various Payment Method

Drivers Know the Quickest Routine

0 10 20 30 40 50

Driver Well-acquainted with Road Trip

Drivers Well-aquainted with Road Trip

Pay Right Transparent Prices

ASSURANCE Comply with Traffic Laws

Do not Personal Things Distract

0 10 20 30 40 50
SAMPLE OF DELIVERABLES
Evaluate performance of Gojek when comparing market leader

Grab
60

Gojek

40

20

0
Convenience Transparent Pricing Acttractive Coupon
Attractive Coupon Extra Fee Less Waiting
Less Waiting Time
Time Better Price
Better Price Well-prepare Equipment

Source: Q&Me
SAMPLE OF DELIVERABLES
Stage 3: Give Gojek some recommendations to improve their
performance and customer experience

Room for Improvement:

More area coverage

Stable extra fee on peaking hours
Continues development of awareness funnel
PROJECT TIMELINE
Phase 2
Qualitative Research

26/06/2022 - 10/07/2022 24/07/2022 - 05/08/2022

10/07/2022 - 22/07/2022

Phase 1 Phase 3
Desk Research Quantitative Research
 Project Timeline (Detailed)
Project Task June July August
24 26 28 30 2 10 14 20 25 1 2 3 4

Desk Research & Problem

Identification

Stage 1 Project Approval

Exploratory Research
Sketch Structure for Research
Proposal

Prepare criteria for respondents

Prepare Discussion Guide

Stage 2
Qualitative Research Rehearsal with Team Members

Respondents Recruitment

Conduct Interview with Focus Group

Discussion

Prepare Survey

Stage 3 Conduct Survey

Quanlitative Research
Collect Survey Data + Data Analysis

Report Result

Finalize Project Report

RESEARCH 01
Le Thi Kim Chi
21001123

TEAM
Lam Dong Quy
05
21000699
Nguyen Viet Hai
MEMBERS 02 WSU21000312
Tran Vu Khanh Quynh
06 21000941
Ly Vien Phuong Nghi
03 WSU21000312
Nguyen Thi Anh Thu
07
B1112014736
Vo Tran Trung Nhan
04 21001329
 REFERENCES
Asia Plus Inc. (2019). Vietnam Market Research Report - Ride sharing apps popularity in Vietnam | Q&Me. Q&Me.
https://qandme.net/en/report/ride-sharing-apps-popularity-vietnam.html

Albert, S. M. (2020), Customer Focus Theory, The World Scientists.

http://worldscientists.ru/?p=1184

Statista. (2021, November 30). Intention to spend of consumers during COVID-19 in Vietnam 2020–2021,
by category.
https://www.statista.com/statistics/1200326/vietnam-change-in-spending-intention-among-consumers-during-
covid-19-by-category/

Briefing, V. (2021, January 27). Vietnam’s Ride Hailing Industry: Trends, Opportunities and Risks.
Vietnam Briefing News.
https://www.vietnam-briefing.com/news/vietnams-ride-hailing-industry-trends-opportunities-risks.html/?
bclid=IwAR0B5kIyJ_XYojFgI0O_wkZIzF022kpk_jwVjyR3DeHLdAL73fjuh4h0xJc.

Group 4 Research Proposal June 19th 2022

 REFERENCES
Statista. (2021). Penetration of smartphones in selected countries 2021.
https://www.statista.com/statistics/539395/smartphone-penetration-worldwide-by-country/.

Dieu. (2021). Dien thoai smartphone da “phu song” hon 73% nguoi dung vien thong di dong. Điện thoại
smartphone đã “phủ sóng” hơn 73% người dùng viễn thông di động - Nhịp sống kinh tế Việt Nam & Thế giới
(vneconomy.vn).

Manh. (2021). Nghich ly han che xe may, phat trien xe cong nghe. https://www.saigondautu.com.vn/doanh-
nghiep-doanh-nhan/nghich-ly-han-che-xe-may-phat-trien-xe-cong-nghe-89403.html.

VietNam News. (2021). Ride-hailing services face stiff competition. https://vietnamnews.vn/economy/1168005/ride-

hailing-services-face-stiff-
competition.html#:~:text=According%20to%20Statista%20(a%20German,99%20per%20cent%20in%202020.

Dang. (2021). Grab chiem linh thi phan goi xe tai Viet Nam, vuot xa doi thu. https://www.24h.com.vn/cong-nghe-
thong-tin/grab-chiem-linh-thi-phan-goi-xe-tai-viet-nam-vuot-xa-doi-thu-c55a1083956.html.

Q&Me. (2021). Ridehailing vs Traditional transportation: Demand difference in Vietnam.

https://www.slideshare.net/asiaplus_inc/ridehailing-vs-traditional-transportation-demand-difference-in-vietnam

Group 4 Research Proposal June 19th 2022

 APPENDIX
Interview 1 Interview 2
 APPENDIX
Interview 1 Interview 2

June 19th 2022

 APPENDIX

Interview 1

Interview 2
 APPENDIX
Interview 1 Interview 2

June 19th 2022

APPENDIX
Interview 1

June 19th 2022

APPENDIX
Interview 2

June 19th 2022

 APPENDIX

Interview 1

Interview 2
APPENDIX
Interview 3
APPENDIX
Interview 3
APPENDIX
Interview 3
APPENDIX
Interview 3