Strategic Board Paper: Expanding Grab Business Operations in Brunei

This board paper presents a strategic plan for expanding Grab's business operations into Brunei. It begins with a background on Grab's existing operations and the competitive landscape in Brunei, including an analysis of a current competitor, Dart Car services. The paper explores the economic integration between Brunei and Malaysia, leveraging the ASEAN Economic Community to propose a multi-domestic strategy tailored for the Brunei market. The proposed strategy includes the introduction of Grab Taxi, Grab Car, and Grab Bike services, along with IT infrastructure like GPS tracking for enhanced customer safety. The paper also includes a risk analysis, considering CSR initiatives and recommendations for collaborating with the Transport Ministry to improve services. The conclusion highlights the opportunity for Grab to achieve profitability and expand its customer base in Brunei, based on this board paper submitted by a student. The paper addresses the assignment brief's requirements, including an executive summary, rationale, competitor analysis, product features, and ethical considerations, providing a comprehensive overview for the board of directors.

Expanding Grab Business in Brunei

Outline
• BACKGROUND
• Competitors
• Information about Home country
• Information about Host country
• Economic Integration
• Proposed Strategy
• Value Chain
• IT related aspects
• RISK ANALYSIS
• CSR
• RECOMMENDATION

BACKGROUND
• It operated in Malaysia till 2012 and idea was created by
Anthony Ton.
• Grab Company has a remarkable market share in the
Malaysian market.
• It is evident from the fact that more than 141,000 drivers
were part of organisation in financial year 2015 collectively
in South-East Asian nations.

Competitors
• One of the rival is Dart Car services which is operating in
Brunei.
• Although, customers are not attracted to firm as prices
charged are too expensive.

Information about Home country

Information about Host country

Economic Integration
• The economic integration can be evaluated between Brunei
and Malaysia as both are part of ASEAN Economic
Community.
• It means that trade will be increased between two countries
leading to more growth of both nations in terms of
economy.

Proposed Strategy
• In this scenario, proposed strategy for Grab Company is
multi-domestic strategy to attain customers in the new
market with much ease.
• It can be interpreted that it is quite useful for organisation so
as to attract domestic customers.

Value Chain

IT related aspects
• The services such as Grab Taxi, Grab Car, Grab Bike will
be provided to people of Brunei so as to impart satisfaction.
• In GPS location sharing system would be needed to install
so that customers may be able to provide safety to them as
complete transportation will be tracked easily through GPS
system.

RISK ANALYSIS

CSR
• Proper safety measures are given by the company to
customers in the best possible manner.
• It can be analysed that road campaign in Malaysia had been
launched by firm seeking to reduce number of accidents in
the festive seasons or mainly in rush areas.