Strategy Enterprise and Innovation: Grab's Success with Blue Ocean Strategy

Strategy Enterprise and
Innovation LSBM306

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
Give a brief introduction of the case study ...........................................................................4
Using appropriate frameworks and any appropriate tools such as mind maps, identify and
evaluate the key drivers of innovation contributing to the success of Grab ..........................5
By using the appropriate strategy frameworks, critically analyse the different approaches
which is undertaken by Grab to help shape its entrepreneurial vision and business model. .6
Critically evaluate the following statement: Grab’s success can be attributed to the successful
application of the “Blue Ocean strategy.” In your response, apply appropriate Blue Ocean
frameworks and tools such as Strategy canvas and value curves to compare Grab and its
competitors based on the critical success factors for the industry..........................................8
Grab’s success can be attributed to the successful application of the “Blue Ocean strategy.”
this statement can be said yes it is very much true. The blue ocean strategy was originated
from the computer games giant in the form of the Ninetendo Wii. This strategy is defined to a
market for a product where there is no competition or very less competition. It exists where
there is potential of higher profits because of irrelevant competition in the market. Blue ocean
strategy is the simultaneous pursuit of differentiation and low cost to open up a new market
space and create new demand. It is about creating and capturing uncontested market space,
thereby making the competition irrelevant. It is based on the view that market boundaries and
industry structure are not a given and can be reconstructed by the actions and beliefs of
industry players. This strategy is a f9ve step process which is discussed below:(Papa,
Santoro, Tirabeni and Monge, 2018).....................................................................................8
Choosing the right place to start and constructing the right Blue Ocean team for the initiative.
................................................................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
As the world is changing at an incredible pace, fuelled by new technologies , innovation
management and creating new ideas in the business organisation. enterprise and innovation is the
aspect and important for an individual to study in their higher education to enhance their skills
and develop ideas that strengthen the business enterprises. Innovation is the concept which is
defined as the process that an individual or the business organisation undertakes to conceptualize
brand new products, processes and ideas or to approach the existing products and new ideas in
the new ways. The pu5rpose of the business innovation is the important aspect for the business
organisations which help in creating value of the enterprise. The value can generate from the new
revenue opportunities or driving more revenue through existing channels such as from creating
the efficiencies that can save time in the production processes for the business
organisation(Yang, Qin and Moulaert,2021).This report will include the various topics such as a
brief introduction of the case study, identify the key drivers of innovation, analysing different
approaches undertaken by Grab to help in shaping its entrepreneurial vision and business model,
evaluation of the statement Grab’s success can be attributed to the successful application of the
“Blue Ocean strategy.” by explaining the model.
TASK
Give a brief introduction of the case study
The above case study is about Grab which is the South-east Asia's leading mobile
technology and transportation business organisation which provides wide range of on demand
everyday services to its customers. For example ride-hailing, food delivery, grocery delivery,
mobile payments, and financial services. The company was established with the taxi- hailing app
designed to improve the safety of taxi. Drivers and the riders in Malaysia. The company is well
expanded since then in 339 cities and 8 countries across South-east Asia. The success of Grab
over the years has been strongly supported by strategic venture capital investment funding from
some of the leading financial institutions and strategic partners in Asia, that include examples
such as Vertex Ventures, GGV Capital, Tiger Global. Later in 2019 September the company has
an partnership with Microsoft and launched a social program called “ Grab for Good' to improve
digital skills through training and development so that people are encourages, also by creating
the exclusive opportunities for all consumers in a digital economic drive for the region. Over 9

million micro-entrepreneurs, which represents 1 in 70 people in South-east Asia, have earned
some income through the Grab platform as driver-partners, delivery-partners, merchants or agent
partners. Grab has also helped over 1.7 million micro-entrepreneurs to open their first bank
accounts, and with cashless usage increasing up to 9 times higher on the Grab platform compared
to overall country cashless usage, the company continues to strong commitment to supporting the
moves for a cashless future in the region. However, Grab’s acquisition of Uber in Singapore
sparked outrage from drivers who complained that the combined companies revoked their
incentives, while passengers protested higher prices combined with what they perceived to be a
lower quality of service(Калугіна, Тардаскіна and Сакун, 2017).
Using appropriate frameworks and any appropriate tools such as mind maps, identify and
evaluate the key drivers of innovation contributing to the success of Grab
The success of Grab over the years has been strongly supported by strategic venture
capital investment funding from some of the leading financial institutions and strategic partners
in Asia, that include examples such as Vertex Ventures, GGV Capital, Tiger Global, Hillhouse
Capital, Softbank, Didi Chuxing, HSBC and Toyota. Considering the estimated population of
over 660 million people of the country Southeast Asia is a considered as the huge and growing
market poised which is becoming the world’s fourth largest economy by the year 2030.
However, Anthony Tan, the Group CEO and Co-founder of Grab, argued that not everyone has
equal access to opportunities that come with the region’s fast economic growth. The company
was established with a vision to ‘drive Southeast Asia forward by elevating the quality of life for
everyone’, by creating economic opportunities at scale, enabling access to safer, high quality
everyday services and creating financial inclusion for the underserved in the region. There are
various key factors of innovation which are contributing to the success of the Grab explained
below:(Bespalova, and Kadyrova, 2018).
Grab mastered the super app- This is the first factors which is called “super app”. It is
the one stop app that satisfies a wide range of the daily services of an individual which is very
essential in day to day life activities. For Grab the services included such as transportation,
ordering food, and even booking hotels. This factor is considered as the key component behind
the success of the organisation and it is what the UBER left behind in the south East Asia a year
ago.