[ Case Study : BODETABEK AREA ]

Go To Market Strategy

By. Stevanus C. Handoko

Doctoral Student Trisakti International Business School
OUTLINE
Business Landscape
01  BOGOR | DEPOK | TANGERANG | BEKASI

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

Tangerang | Kab. Tangerang | TangSel

TANGERANG 5.6 Mio 2.1 Mio 615.000

DEPOK
6.8 Mio 1.6 Mio 1.1 Mio BEKASI

DEPOK 2.1 Mio 0.8 Mio 615.000

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

EXTERNAL THREATS ST - STRATEGY WT - STRATEGY

1. Go to hyper competition 1. Penetrate market into regional 1. Offering solution related to Segment
 Global Player 2. Create disruptive products/solution 2. Offering Low cost
 Fintech Phenomenon
 Distruptive Innovation
3. Improve Communication & Promotion 3. Discount / Poin Reward
2. Low Pricing by Competitor 4. Improve Government Relationship
3. Multi channel campaign and offering by
competitor
4. Central & Local Regulation
WHO WHERE

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

Employee Entrepreneur Housewife Student Employee Entrepreneur Housewife Student

1 GO-RIDE 1 GO-PAY

2 GO-CAR 2 GO-POINTS

3 GO SEND 3 GO-PULSA

4 GO-FOOD

5 GO-BLUEBIRD Employee Entrepreneur Housewife Student

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

Next Year ( Future )

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

Representative External AM Police & Military

(Mitra Regional)
Community
Regional Operation
Organda
Partnership & Supporting
Academic

Drivers Mitra Corporate

GOJEK | GOPAY | GOLIFE

Customer
 Sample
focus area to Tangerang Selatan

Ansoff Strategy
 Sample
focus area to Tangerang Selatan

Adv Placement - Billboard

Background :

Comparision Car vs motorcycle

650k : 200K
 Target segment , move form car to
public moto

Income perkapita bigger than

others in Banten
hubdat.dephub.go.id/  target segment for GoPay
tangselkota.bps.go.id
 Sample
focus area to Tangerang Selatan

Agenda : More than 100.000 Student

1. Talk Show From 10 Campus
2. Seminar / Workshop sharing knowledge
3. Recruitment (driver/Mitra/employee)

Objective
1. Relaunch product/ Service
2. Brand awareness
3. Acquisition
Go-Jek
Roadshow to
Campus
Terima Kasih

Stevanus C. Handoko
08157994987