Case Studies in Marketing Management: GrabTaxi

This presentation discusses the product-market structure, environmental influence, target segment, sales forecasting method, CRM strategy, corporate social responsibility, opportunities and threats, proposal for new product, Grab's pricing strategy, and Grab's promotional strategy in South-East Asia for GrabTaxi.

CASE STUDIES IN MARKETING
MANAGEMENT
GRABTAXI

Question 1
A. product-market structure
The market structure is emerge market structure that include new companies and new
products.
B. Environmental influence and the competitive force
The environment is mainly composed of countries with legal requirement and policies.
Some of the countries include Malaysia Thailand, Singapore, Vietnam, Indonesia,
Philippines, Myanmar, and Cambodia.
 For instance, The Philippines temporarily stop the operation of Grab Bike for lack
of guidelines (Tan, 2016).
 Competitive force are politicians, military personalities among
others

Question 2
A. Target segment Geographic, demographic
demographic market target segment: Singapore is one
of the dense population countries with 5.6 million permanent
residents which increase the demand for Grab services
Geographic target segment: The geographical areas of
Singapore is mainly of an island and several islets and this is
a larger geographical area.
B. Sales Forecasting Method
The best sale forecasting method that can be used in Grab
is composites of sale force opinion method.
Revenue to increase by $3.5 billion within the next three
years totaling to $9.5 billion (Cunningham, 2018).

Question 3
 A. CRM strategy dependent for Grab
Grab customer relationship management uses register
data to evaluate the service offered to customers
B. Corporate Social Responsibility
The company has medical insurance for passengers and
drivers
C. Opportunities and threats
Opportunity include demand for the service within
Singapore that needs to be filled
 Stiff competition is an important threat to the operation
of the company example of competitor is Uber

Question 4
A. Proposal for new product
The proposed product is commodity delivery services
Evaluation of the products requires making a simulation
model for the product based on the market conditions.
B. Grab’s pricing strategy
One of the pricing strategies is dynamic pricing strategy
that is used by the company to run its activities
C. Grab promotional strategy in South-East Asia
 Technological innovation that makes use of hyperlocal
areas
 Driving cashless payment methods is another promotion

REFERENCE
 Chaffney, D. & Ellis-Chadwick, F. (2012). Digital Marketing: strategy, implementation, and practice. Harlow: Pearson
Education. Retrieved from https://www.dawsonera.com/readonline/9780273746225.
 Jobber, D. & Ellis-Chadwick, F. (2012). Principles and practices of marketing. McGraw Hill. p. 143.
 Michael, R.C. & Ilkka, A.R. (June 25, 2013). International Marketing. Cengage Learning. p. 24. Retrieved from https://
books.google.com/books?id=B7tOpAV3TzEC&pg=PA24
 South China Morning Post (2014). Smartphone apps shake up Southeast Asia's notorious taxi
market. Retrieved October 9, 2015, from South China Morning Post: http://
www.scmp.com/news/asia/article/1615813/smartphone-apps-shake-southeast-asias-notorious-t
axi-market
 Tan, L. (2016). GrabBike temporarily stops operations following LTFRB order. CNN Philippines. Retrieved from
http://cnnphilippines.com/news/2016/02/05/GrabBike-temporarily-stops-operations-LTFRB-DOTC.html [Retrieved 6
February 2016].
 Yon, H.T. (2015). Can GrabTaxi trump Uber in Southeast Asia? Retrieved October 6, 2015, from e27: http://e27.co/can-grabtaxi-trump-uber-in-
southeast-asia-20150817