Strategy, Enterprise, Innovation: A Case Study of Grab's Success

This case study report provides an in-depth analysis of Grab, Southeast Asia's leading mobile technology and transportation company, focusing on the key drivers of innovation that have contributed to its success. It evaluates Grab's strategic approaches, including the implementation of the 4P's of Innovation model and the Innovation and Entrepreneurship Model, highlighting the company's 'Grab for Good' social impact program in partnership with Microsoft. The report also critically analyzes Grab's competitive strategies using Porter's Generic Strategy Framework and Ansoff Matrix, examining differentiation, cost leadership, and market penetration. It further explores Grab's strategic vision, external environmental factors, resource availability, business model, market forces, and drive to create value, ultimately providing a comprehensive overview of how Grab has achieved its market position and sustained growth. Desklib offers a range of solved assignments and past papers for students seeking further insights.

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 has 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
with the help of leading financial institutions and partners in Asia. There are many competitors
of Grab but one of the major competitors 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 –

This is the framework of 4P’s which has been explained which has been explained by
keeping the aspects of services, process, position and paradigm at right places for denoting the
importance of Grab’s products and services which have been provided and identified for
business growth and development at large scale.
Product Innovation — The service/product 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 viewpoints 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. Innovation and entrepreneurship model enables to
enhance operative vision for competent engagement productively on longer time period, based
on informative working strategies development. Innovation and entrepreneurship model
optimized by Grab will enable company to develop strengthened rapid customers engagement
and enhance developed goals within longer time period.
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. Quality optimization
enhances performances optimizing, where Grab aims to synchronize stringent pathways within
longer time parameters.
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. Opportunities in the external business environment helps in
knowing the basis through which Grab can recognize its marketing position and grow and
develop the business objectives by fulfilling them at effective scales.
Resources Available — The resources which are available for Grab are technological resources,
financial resources, human resources etc (Cunningham and et.al., 2019). The resources which are
made available from Grab are made available for the customers knowing the aspects of how
effectively the Grab is taking concerns to provide the facilities to customers.
Business Model — The business model which has been used is 4P's of innovation model by
Bessant and Tidd. This model has helped in knowing the basis through which innovation factors
are evaluated. The model has also ensured that how Grab has provides the services by making
the innovation factor successful of Grab.
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). The market forces engages the products and services to be delivered effectively within
market and helps in knowing the supply and demand of the products within market for the
products and services of Grab.
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. Porter generic strategy framework holds huge
importance, for strengthening vital engagement based on significant new extended working
goals. Below are the analysis of Porter generic strategy framework where Grab significant
particular analysis is as follows. 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.
The analysis through Ansoff Matrix, will enable to develop strengthened working goals
framed on for gaining untapped working specifics based on longer time parameters. Grab for
extending new competitive place, has to develop new working dynamics, where Ansoff Matrix is
as follows:
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 have 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.
From the above factors analysis, it can be analyzed that diversification factors adopting
will enable Grab to enhance international market positioning competently and gain fundamental
working optimization within longer time period. The brand has to further critically signify
specific vision for diversifying new fundamental goals, and enhance technical strengthened
operative goals which determines longer time period informative pace rapidly.
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 help 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.
Strategy Canvas –
Strategy canvas and value curves enables to significantly enhance Grab working
positional goals within longer time, where competitors analysis synchronizes specific aspects for
gaining untapped new strategies worked on in longer time period. The analysis and practical
implementation of strategy canvas, value curves enable in depth reach to be worked on actively
based on optimized longer time oriented targets.

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 (Orlov and et.al., 2017). 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). 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.
Strategy Curve –

Price Quality service Brand luggage
allowances safety history
0
20
40
60
80
100
120
Strategy curve
Uber Go jek Grab
From the above strategy graph it can be interpreted that there is high competition in the
market and among the Uber, Go Jek and Grab. However, with a consideration towards various
aspects including the price, quality, brand, luggage facility and safety history the performance of
Uber is somewhat high while making it compared with the Grab and Go Jek. Although Grab
itself give a tough competition with respect to various strategies and aspect including the quality
of service and safety measures. This also shows that the performance of the Grab is quite
competing the Uber and Go Jek.
The strategy canvas and value curve for three companies are identified in respect to Grab,
Go - Jek and Uber. The products and services which are majorly being delivered by all the three
companies are transportation services and this has impacted the business at large scale. Apart
from this there are various strategic factors which help in denoting that all the three companies
are in great competition with each other (Samrin and et.al., 2021). There are serving best of their
services to customers and are fulfilling their needs and wants in effective and efficient manner.
CONCLUSION
Thus, from the above report it can be concluded that the success of grab id dependent on
its effective formulation of strategies. 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 is involved with the market.
Also, from the report it can be concluded that the blue ocean strategy has proved to be very
useful. 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.

REFERENCES
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