Strategy Enterprise and Innovation - Case Study

This case study analysis report discusses the success of Grab, South East Asia's leading mobile technology and transportation company, and its key drivers of innovation contributing to its success. It also critically analyzes different approaches undertaken by Grab and the Blue Ocean Strategy Framework used by the company. The report includes information on the company's services, strategic vision, external environmental factors, resources available, market forces, and drive to create value for customers.

Strategy Enterprise and
Innovation — Case Study

Table of Contents
MAIN BODY...................................................................................................................................3
1. Introduction of the case study analysis report.........................................................................3
2. Identifying and evaluating the key drivers of innovation contributing to success of Grab....3
3. Critically analyzing different approaches undertaken by Grab...............................................4
4. Blue Ocean Strategy Framework for Grab..............................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

MAIN BODY
1. Introduction of the case study analysis report
Grab is South East Asia's leading mobile technology and transportation company which
provides range of services which includes grocery delivery, mobile payments, financial services,
ride hailing etc. The company started its services with the taxi hailing app which provided safety
to taxi drivers in Malaysia. Grab has diversified its portfolio which has provided services which
included all essential aspects as to how effectively and in appropriate manner company is taking
concern in providing the services at large scale in diversified sections (Suhud, 2021). Grab has
also been successfully implementing the marketing techniques and tool which have also helped
in knowing that how effectively and in appropriate manner company is able to provide services
with the help of social impact programme which is in partnership with Microsoft. Grab has also
been able to make and initiate with help of social media platform the mobile payment platform
GrabPay.
The success of Grab has been supported by strategic venture capital investment funding
wit the help of leading financial institutions and partners in Asia. There are many competitors of
Grab but one of the major competitor of Grab is Go — Jek. Grab has created many marketing
opportunities for the growth and development of the company.
2. Identifying and evaluating the key drivers of innovation contributing to success of Grab
Innovation is the term which is described as what are the new products and services
which are invented and how effectively the services are being served to the customers within the
market. Grab has been inventing and launching the new services which are served according to
the aspects as to how effectively and in appropriate manner the market is taking concern of the
services at large scale (Gruszka and et.al., 2017). Innovation helps in developing the marketing
opportunities as how effectively the products and services of Grab are being identified. There are
various drivers of innovation which are contributing to the success of Grab. Innovation model is
described as -
4P'S of Innovation Model — This innovation model was introduced by Bessant and Tidd.
There are these major types of innovation which are described as -

Service Innovation — The service which is offered by Grab in the market constitutes Grab for
Good a social impact programme which is in partnership with Microsoft to improve literacy and
digital skills with the help of providing training so that they are being empowered at large scale.
This also helps in creating the opportunities for the consumers for the digital economic drive for
South East Asia. With the help of this programme, digital literacy is being initiated.
Process Innovation — This innovative offering which is Grab for Good helps in providing the
aspects as to how effectively this social impact programme is introduced within the market. This
innovation offering is being delivered with the help of social media channels which have helped
in encouraging the impact with the help of also creating effective campaigns which is improving
the digital literacy (Akgun and et.al., 2017).
Position Innovation — The market is being reached out in positioning the Grab for Good
innovative programme. Grab has created the market for which they provide the scale of how the
innovation is positioned in the market. The services are being positioned in Indonesia, Malaysia,
Thailand and Singapore. Along with this, regions of South East Asia is also covered which helps
in increasing the digital literacy.
Paradigm Innovation — The paradigm innovation helps in analyzing and evaluating the
perspectives and view points of customers as to how the Grab for Good social impact
programme is channelizing the aspects of innovation which is done by company (Gruszka-
Gosiewska and et.al., 2017). The customers are happy with the services as digital literacy
innovation has helped them in knowing the importance of digital transformation applied to the
company and how it is helping the customers to know this service.
Innovation and Entrepreneurship Model — With the help of this model, the innovation which
has been invented by Grab has helped in analyzing the aspects as to how effectively all the
essential information is being provided. This includes -
Strategic Vision — Grab's strategic vision is defined as “To drive South East Asia forward by
elevating the quality of life for everyone” which helps in creating the economic opportunities for
everyone which will help in creating higher quality services in the region.

External Environment Factors — There is huge amount of competition for Grab which is by
the company Go — Jek. They are fierce battle within the region which is South East Asia. They
are competing for the customers and investors in the market (Sayili, 2020).
Recognizing Opportunity — The opportunities which Grab is focusing on to providing the
customers are that it helps in upskilling the digital literacy programme for millions of individuals
which are there in the market.
Resources Available — The resources which are available for Grab are technological resources,
financial resources, human resources etc (Cunningham and et.al., 2019).
Business Model — The business model which has been used is 4P's of innovation model by
Bessant and Tidd.
Market Forces — Supply and demand of Grab helps in knowing the market scale and the
customers which help in addressing the fact that the services are being rendered to the consumers
at large scale. The supply and demand of services of Grab are identified at large scale (Krumm,
2017).
Drive to Create Value — The drive which creates value for the services which are delivered by
Grab are considered as important and this helps in knowing the basis through which all measures
of providing the services to the customers are delivered at large scale. This helps in creating
more drive for the digital literacy service which is being provided under the title Grab for Good
(Suhud, 2021).

Innovative services
such as ride – hailing,
food delivery, grocery
delivery, mobile
payments.
Strategic Vision is drawn for the
service Grab for Good digital
literacy.
External environmental factors
such as competition with Go –
Jek.
Resources such as
financial resources,
human resources,
technological resources
are made available.
Market forces demand
and supply of products.
Drive to create value for
customers for Grab products.

3. Critically analyzing different approaches undertaken by Grab
Grab has introduced and expanded its business at large scale which has made the services
reach to the customers and created value for the company by increasing its value of business.
This has helped in knowing the services through which all aspects are concerned with the growth
and development of business. The main aim of Grab is that it has created value for the business
and has made the business reach the market with the help of social media platforms and services
which are being analyzed at large scale. The approach which is taken by Grab is described with
the help of Porter's Generic Strategy Framework. This framework is explained as -
Porter's Generic Strategy Framework helps in knowing the basis through which all
measures are being concerned such as the differentiation, cost leadership and focus. This has
helped in knowing these aspects which are being created at large scale.
Differentiation — Differentiation is the type of competitive strategy which helps in knowing the
products and service which are there in the market. Grab uses creative advertising with the help
of social media and the mobile payment services at large scale (Islami and et.al., 2020). The
services which are diversified in the market by Grab are — financial services, grocery services,
food delivery services, ride- hailing, mobile payments etc. This strategy is framed so that the
rivalry between Go — Jek and Grab is reduced. They rely on customers' loyalty which helps in
creating value for the product and helps in knowing the basis through which the products and
services are differentiated at large scale.
Cost Leadership — It is the competitive strategy in which Grab is seeking effective and efficient
production facilities and uses economies of scale so that the production of products and services
is gained within the market. There can be penetration prices which helps in cutting down the cost
so the services and products within the market (Firoz Suleman and et.al., 2019). Grab can also
cut the prices which are undertaken in comparison with the aspects that it helps in cutting the
prices of Go — Jek. Penetration pricing offers comparable quality against reasonable profits and
services which are diversified at large scale within the market.
Focus — This strategy helps on concentrating on the regional market or the buyer group. Grab is
able to know the basis through which cost leadership or differentiation strategy is being
concerned within the framework for which the company is seeking advantage at large scale.

Grab has selected the group of segment within the South East Asia market (Omsa and et.al.,
2017). By creating opportunities within the market of South East Asia, Grab has created value
for the products which has mentioned and created the scale through which market of South East
Asia is captured at large scale.
Further, the analysis of the task includes the competitive strategies which are analyzed
and evaluated at large scale and which helps in knowing that how effectively Grab is considering
the market structure which is based on both business unit level and corporate level. This is
explained with the help of Ansoff matrix. The model is explained below -
There are four stages in Ansoff Matrix which are -
Market Penetration — This helps in focusing on sales of the existing market and market
penetration. Grab has decreased the prices of the products which has helped in attracting new
customers. This has helped in penetration of the South East Asia market which has created value
for the products and services which are delivered to the customers at large scale. Grab has used
its promotional strategy with the help of creating and framing the campaign which is digital
literacy and social media programme which is 'Grab for Good' (Tsatsoula, 2018). The market
penetration strategy helps in knowing the basis through which the products and services of Grab
are taken into accordance at large scale within the market and while competing with the products
and services.
Product Development — Grab develops the product and services which are to be provided at
large scale and this helps in knowing the basis through which Grab launches its services at large
scale. The product development strategy is being developed which helps in knowing the basis
through which all aspects are considered at large scale (Naim, 2021). The company has initiated
the Grab for Good social media programme which has helped in covering the South East Asia
market effectively and in appropriate manner. The needs and requirements of the existing market
help in knowing the base of customers and how they are engaged in grabbing the services which
are being provided to them through market.
Market Development — Grab has earned maximum profits from the Grab platform as driver
platforms, merchants and agent partners which has helped in creating value for the services
which Grab has been taking into consideration at large scale. The market has been developed for

Grab services at Malaysia, Thailand, Indonesia and Singapore. This has also helped in knowing
the intention of customers within the market (Hague, 2019).
Diversification — The diversification strategy helps in knowing the basis through which all
measures are being concerned for the diversification of the services within South East Asia.
There are potential synergies which are there in the market helping to know the major aspects as
to how the services of Grab are provided to the customers within the market. South East Asia
market is provided and is taken into consideration for knowing the financial and other services.
4. Blue Ocean Strategy Framework for Grab
The blue ocean strategy that denotes those industries that are not in existence such as the
unknown market that are untainted by the competitors. It is a strategy where the demand in not
fought over certain product. But on the other hand, the demand is created instead. It is a strategy
that used by the companies nit only in the existences markets but it is used by them in identifying
new markets and creating new target market where there is no competition. With the helps of
these strategies it helps the organization to lead towards success and growth (Priilaid and et.al.,
2020). That with exploring the new market that are untapped by the competitors, it creates ample
of opportunities for the company that leads them toward growth and higher profit maximization.
Thus, it can be analyzed that with the use of blue ocean strategy, it has helped Grab in
minimizing its risk and maximizing its opportunities that has led the company towards success.
That is it creates a win-win situation for the organization by creation of new markets that adds
value to the organization. Thus, there are certain strategy canvas that are used by the company
for evaluation and analyzing its competitiveness that are given below:
Strategy Canvas -
Strategy canvas is an action framework and a diagnostic tool that graphically represents
the strategic landscapes and its future prospects for the company. In other words, it can be said
that it is a canvas that captures the different factors on which an organization competes and also
it shows the level of offering which the buyers receive across the competing factors. Thus, it can
be analyzed the value curve is a depiction of the organization's performance across the industry
with the prevailing factors of competition (Orlov and et.al., 2017). The purpose of the strategy
canvas is to analyze the current status of the company in the current market which allows them to

clearly identify the factors on which it competes in the industry and identify the key competitors.
Also, the strategy focuses on re-orientating the action of the user from their competitors to
alternatives.
Thus, it can analyze that there are certain factors that has helped the Grab in getting
ahead of its competitors. There are certain factors that are considered important while evaluation
of the strategy canvas. That is it can be analyzed from the case study that Grab uses the joint
venture and partnership strategies that helps the company in providing a competitive advantage.
That is with using of joint venture strategies (Leavy, 2018). It helps the company in entering into
new markets, targeting new audiences with a faster pace. Thus, it allows the company in
increasing its sales and resulting in maximizing its profit with low risk. Because of the shared
liabilities, the risk get lows. However, with comparing to its competitors that is Go-Jek, it can be
analyzed that it uses the acquisition strategy for enhancing its profits. But in compared to Grab,
the strategy of Go-Jek is not that powerful, as it limit's their control due to the acquisition. On the
other hand, with the acquisition of Uber by the Grab was proved beneficial for the Go-Jek
because with the acquisition there was price rise in the Grab which affected their sales and thus,
created an opportunity for the Go-Jek.
Thus, with analysis of the factors that are helpful in analyzing the competition in the
industry through the use of strategic curve proved very useful for organization (Vieira and et.al.,
2018). That is it helped the company in analyzing its key competitors and analyzing the
strategies that were adopted by them. Also, it can be evaluated that with the use of strategy
canvas and the value curve, it helped Grab in gaining a competitive advantage that led the
company towards growth, that is with the formulation of the strategies with comparison of its
competitors it proved useful as it provided them with useful insights that helped the company in
increasing its sales and profit maximization.
The strategy canvas has also helped Grab in channelizing the services its has been serving
to the customers. The joint venture and partnership strategies has helped Grab in competing with
the Go — Jek at large scale (Christodoulou and et.al., 2020). This has helped Grab in
maximizing the profits within the market. With the help of the blue ocean strategy it has gained
the aspects as to how the value curve within Blue Ocean Strategy is framed at large scale.
Value Curve -

With the help of this value curve analysis, Grab will be able to cover maximum profits
and this will help the business in creating the services and value within the market at large scale.
This value curve will help in analyzing the market position for the products and services at large
scale (Samrin and et.al., 2021). The competitive advantages for Grab have been gained which
helped in knowing how the products and services of Grab are being placed in the market and
how they have created usefulness for the customers. Therefore, both the strategy canvas and
value curve analysis have proved to be effective and efficient while analyzing and evaluating the
marketing of the services which are promoted by Grab with the help of strategy which has been
taken into account.
CONCLUSION
Thus, from the above report it can be concluded that the success of grab id dependent on
its effective formulation of strategies. That is with tough competition prevailing in the
organization, the company is receiving Higher profits. With the use of different approaches it has
helped the company in creating value for its brand. Also, it has helped the company in providing
quality services to its customers which has helped them in increasing its profits. Also, it has

resulted in providing higher level of satisfaction to the customers which has helped them in
increasing their brand image through higher customer loyalty. Furthermore, from the report t can
be summarized that with the use of Ansoff matrix it has helped the organization in analyzing its
effectiveness in the market. Also, it has helped the company in analyzing the risk that are
involved with the market. Also, from the report it can be concluded that the blue ocean strategy
has proved to be very useful. That is with the implementation of the techniques and frameworks
of the strategy it has helped the company in identifying the factors for competing in the industry.
Also, it has helped the company in framing strategies so that the organization can take full
advantage of the opportunities available in the market. Thus, from the report, overall it can be
concluded that with the effective formulation and implementation of strategies and models, it has
helped the company in enhancing its market share in the industry. Also, it has helped the
company in increasing its visibility through providing quality services. Thus, it has directly
resulted in increasing its sales volume and higher profit margin. That is due to understanding the
needs and requirements of the customer and user, it has resulted in increasing the customer
satisfaction level that has in turn resulted in growth and success of the company.

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