Strategy, Enterprise, & Innovation: Grab's Key Drivers and Approaches

This report analyzes Grab, a leading mobile technology company in Southeast Asia, focusing on its strategic enterprise and innovation. It identifies key drivers of innovation, both internal (management, investors, employees) and external (technology development, government intervention, market demand), that have contributed to Grab's success. The report also examines the approaches Grab has undertaken to shape its entrepreneurial vision and business model, including the application of the SMART goal framework and strategies for demand generation, fostering innovation, and fulfilling corporate social responsibilities. The analysis highlights how Grab's focus on these areas has enabled it to achieve significant growth and maintain a competitive edge in the industry.

Strategy Enterprise and
Innovation

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
The key driver of innovation.......................................................................................................3
Analysing the different approaches that is undertaken by the grab to shape its entrepreneurial
vision and business model...........................................................................................................6
Blue Ocean strategy.....................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategic enterprise and innovation refers a concept of process of improving the products and
services in the business occupation from which it can be able to grow and develop in the definite
manner. Grab is one of the leading mobile technology and transportation business organization
located at South-east Asia. The company was founded by the Anthony Tan and Tan Hooi Ling in
2012 at Malaysia. With this rapid growing world, the company started to provide a wide range of
different services on demand which includes food delivery, grocery delivery, mobile pay and
finance service activities.
In general, it has been already known that for running any organization an individual
needs to apply and follow some strategies which can increase their productivity. Similarly, the
Grab has started to grow in the definite manner and many other financial companies strongly
supported the organization by funding the capital investments (Scuotto, Santoro, Bresciani, and
et.al., 2017). The co-founder of Grab company argued and ensures that every individual should
get an opportunity to make economic growth. In this context, Grab has launched the social
impact program to enhance the digital skills to a million of human creature. This report will
illustrate the different frameworks, models, competitive strategies which the organization has
utilized to make a definite success in the industry.
MAIN BODY
The key driver of innovation
Drivers of innovation refers as a process where an individual or management is responsible to
provide a change in the work activity from which company can be able to grow and develop in
the effective manner. Likewise, the Grab is able to contribute the success with the help and
support of its key drivers of innovation. There are basically two kinds of drivers internal and
external. Here, performing these two innovation drivers in the detailed manner which will
demonstrate the success of Grab.
Internal Driver of Innovation
In the internal factor, it includes the three components management, investors and employee.
These three play a vital role in the success of company growth. Management is responsible for
the planning, designing, controlling and monitoring each department activities. Secondly,
investors are responsible to fund the organization expenditures which is obviously a major factor
(Drobyazko, Hryhoruk, Pavlova, and et.al., 2019). Looking at employee factor, they are the one

who puts their great efforts and hard work to grow the business at successful position. All these
internal drivers are equally essential for the development of the company. Grab focus on their
internal drivers which provided them to grow and generate higher outcome and makes them to
become one of the leading innovative technology organization.
Management : The management includes all the department of the organization such as finance,
sale, customer support and many others. Grab company management is accurately mentioned
and focuses on each department equally. They look out for the designing and controlling of the
innovation. In this factor, the management can improve the innovation if the stakeholders
demand has changed which will makes them to enhance the innovation in the company.
Investors : The investors are the main player of the business occupation. To conduct a business
it requires definite amount of economy to balance the expenditures accordingly. Grab have a
support of different financial investors which makes them to stay capable and stand out at the top
position in the market. Some investors include vertex ventures, HSBC, Toyota and much more.
Investors can increase the innovation by monitoring the company growth and development and
can make them to modify their rules and policies (Polese, Botti, Grimaldi, and et.al., 2018).
Employee : Employee are the part of stakeholder of the organization. Grab always focus on their
employee and staff people which makes them to feel a valued part of their organization. An
organization has a responsibility towards their employee which should be accomplished in the
effective manner. Working in the different department provides opportunities to grow themselves
and also makes them to share ideas which makes the innovation to build.

External Driver of Innovation
External driver includes the extrinsic environment people and management which puts an effect
on the organization. This includes change in technology, government participation, market
driven public and many more. These external drivers made a great impact on the Grab and leads
them to become successful organization.
Technology Development : Nowadays, technology is rapidly increasing and developing in the
accurate manner. This factor is majorly impacting the growth of the Grab. In every sector, the
technology is contributing the best success to an individual or an organization. It is helping the
Internal
Driver
External
Driver
Management Investor
Employee Market
Demand
Technological
Development
Governmen
t

company to boost their ideologies and thoughts to exhibit in the experimental and practical form.
Let's consider a 5G technology innovation which is putting a great impact on the Grab and
making them to stay at the higher position in this industry. Technology development is providing
a chance and possibility to the Grab to grow more.
Government Intervention : Government is playing a major role in the contribution to the
technology innovation. Government is fostering the innovation in the private sectors at wide
range (Saunila, Ukko, and Rantala, 2018). The government is contributing the technology
innovation in the medical and health care industry which is making the great effect on the
organization. At all the level government is expanding and encouraging the innovation and
technology. With this legal contribution, Grab is able to enhance and increase their organization
and able to achieve the success.
Market Driven Demand : The last key driver is demonstrating the market demands. Market
demand can decide the company growth and development. The technology innovation are
affected by the structure of social demand. The public needs and requirements are expanding and
increasing the innovation and ideologies which is putting the best effect on the Grab organization
(Maxim, 2020). For example, Grab company provide a cab or taxi booking facility or application
which is nowadays increasing with the public demand and requirements. This innovation and
thoughts are making the company to grow and develop. External drivers also impact the Grab
productivity and success value.
Analysing the different approaches that is undertaken by the grab to shape its entrepreneurial
vision and business model
The Grab is one of the leading firm that is providing the effective quality services to the
customers. The firm has the large number of share in the market. And the company is
consistently focusing on the different approaches that helps them to grow. In order to understand
this concept with clearance. Here is the description of the strategies frameworks that has been
adopted by the grab in order to shape its entrepreneurial vision & business model.
Entrepreneurial vision takes the company to that path under which every element has
been determined that takes the company towards the success. In order to shape the
entrepreneurial vision the company has adopted the SMART goal strategy framework:
Specific- This is the first element. It determines that all the goals has to be related to the one
specific goal (Sánchez-Barrioluengo and Benneworth, 2019). For example: Grab is providing the

services to the customers in different field such as, finance, food, transportation and so on. But,
the firm has interlinked every task and services with the one specific goal and that is providing
effective services to the customers. The goal is just not limited to focusing on the competitive
advantage. It is bigger concept that also includes the performing of different ethics towards the
different aspects of the business. This includes the corporate social responsibilities as well. The
company is performing all the aspects towards each factor of the business. Thus, the major
specific goal of the firm is to assure the services to every aspect that are connected to the
business. This enabling the firm to shape their entrepreneurial vision by ensuring the effective
services.
Measurable- Once, the goal is determined, the company measures the goal in terms of quantity
and quality. Under this, the analysation has been made by the firm towards the benefits and risk
that are accomplished with the goals.
Achievable- After making the analysation the company provides a keen focus over the
achievable rate of the goal (Caseiro and Santos, 2018). Different approaches has been evaluated
in terms of completing the goal and on the basis of the evaluation, the best approach has been
chosen by the Grab to achieve the goal.
Relevant- The best part about the company is that they check the relevancy of the strategies and
goals that has been set by them. For example: Grab has focused on increasing their online
business. In relation of this, the firm has made complete focus over relevancy of the strategy.
The relevancy has been checked by making a check on the needs and wants of the customer. If
the strategy is providing the assurance of full-filling the needs and wants of the customers. Then
it is considered as relevant. Grab makes the strategies in order to add innovation and check the
relevancy. This enables them to attract the customers towards them and also shapes their
entrepreneurial vision.
Timely- This is one of the major factor that has been maintained by the company and therefore,
the firm has been proven effective enough in performing their promises. The firm has adopted
the effective strategies of completing the mission on time (Ritter and Lettl, 2018). This helps the
firm to keep their promises in front of their customers.
Thus, the above points shows that the Grab has a clear vision and mission in relation of every
aspect that is related to the business, the company effectively adopts the innovation. And
measures the relevance and achievable rate as well. Along with this, the firm believes in

completion of the mission on time. These factors are helping the organization in terms of shaping
their entrepreneurial vision.
The business model determines the ways in which the organization creates and delivers
the value in the economic, social, environment and culture aspects. This model helps in
maintaining the goodwill of the organization in the market. Here are the approaches that has been
taken by the grab for enhancing the business model:
Creating the demand generation strategies- The company has a keen focus over understanding
the concept of consumer behaviour. This enables the firm to understand the different aspects of
the consumers and on the basis of that Grab forms the decision in relation of providing the
services (Rachinger and et.al., 2018). The social aspects has been maintained by the company by
focusing on the needs and wants of the customers. Thus, the customers makes more demand in
the relation of the product and services of the company.
Room for innovation- This is one of the best approach that has been adopted by the firm. The
company always keeps the room for innovation. This simply means that the company is highly
innovative and always focus on making the innovations. It has been found from various studies
that the firm is highly focusing on adding the innovation in the company. And the innovative
vision of the firm adding glory in their success and also enhancing the business model of the
firm.
Performing CSR- CSR refers to the corporate social responsibilities. The firm is highly effective
in terms of performing their aspects towards all the elements that are connected to the business.
The CSR strategy of firm is enabling them to perform the factors of the business model that is
social, economic, environmental and culture (Bocken and et.al., 2018). The company pays taxes
on time, also uses the sustainability concept, assures the quality product and services to the
customers in the fair prices and performs the charity as well. From all the aspects the firm is
enhancing their business model. The best part is that, the company is just not focusing on
increasing the revenue. The organization is focusing on all the aspects.
Blue Ocean strategy
The blue ocean strategy is utilized by the organization to create a competition in the market from
which they can be able to receive profit and higher outcomes. This strategy captures a new
demand and competitiveness by providing the brands, products and services with better features.

The demand in the market is created which provide a great opportunity to the organization to
grow and develop rapidly. In research, this strategy is founded very effective, vast, deep and
powerful to obtain the profitable growth and success. Here, performing two tools of blue ocean
strategy which will elaborate the Grab and its competitive company success factors.
Strategy Canvas
Strategic canvas is a tool which helps and supports an organization to identify the way and
theories of competitive success factor (De Jesus, and Mendonça, 2018). This can make an
analysis of the company or any product. The company Go-Jek is giving the actual competition to
the Grab in the perfect manner. Go-Jek is also a technological company providing the food and
grocer delivery services. In the figure 1, the horizontal axis is determining the products and
services which the company is investing in and the other vertical axis is showing the level of key
competition factors.
Identify the competition : The first factor is introducing to recognize and identify the
competition in the market. The company Grab has to identify its competition in the technology
industry from which they can be able to improve and enhance their services and facilities. The
company Grab and Go-Jek both are working and providing the same facilities and services to the
potential consumers. For identifying the competition, Grab has to utilize its strategic planning
and innovation. Grab provides different technological services which include the delivering
services (NGEZIMANA, 2018).
Along with this, the major issue is both the company are located at the same place or
country which is creating a high risk of being substituted and getting the low revenue. Because
of the similar place it also impacts the consumer scale and providing the option to purchase. The
organization Grab have the support of many investors to hold back the company growth and

development. Similarly, on other hand, the company Go-Jek also had a partnership with the joint
ventures which are supporting them to stay in the market.
Factor of competition : The second term is describing the factors of competition which is the
main part of the canvas strategy. After understanding and identifying the risk and competition
the company requires looking out for the factors which is actually creating a wide competition.
Grab company is constantly good at investors and customers values. In addition, the main
competitive factors is price distribution (Bhargava, 2017).
The company Go-Jek is providing the lower cost values for the services but on other side
the company Grab is providing the high cost range for the services but it includes the various
offers and discounts strategies to approach the consumers. Go-Jek mainly focus at the consumer
demands and their satisfaction but Grab do not much concentrate on the customer satisfaction but
by providing the special offers and coupons the company is winning the market and public
demands in effective manner.
Evaluation: This is the third step under this the evaluation of the competition has been done.
This has been done by drawing the new chart that determine how well the competitors are
performing. The lines has been drawn on the canvas that determines the ratio of competitive
firm’s effectiveness. Grab draws the line on the canvas on the basis of evaluating the services of
their competitors. The major elements on which the company made the focus for drawing the
line on canvas are analysing the competitive strategies. This provides the idea to the firm in
relation of the different strategies that has been adopted by the competitor’s. The company
prepares the strategy canvas on the basis of the knowing the different tactics of the competitors
and also, the major focus in made on the building the team management strategies. This canvas is
enabling the firm in terms of having effective understanding of their competitor’s strategy and
also enables to formulate the plans.
Differentiation: In the evaluation step, the lines has been made over the canvas that determines
the competitor’s strategy. Now, the step is competitive differentiation. On the basis of
evaluation, the differentiation has been made. The Grab company makes the line on canvas in
relation of increasing the factors and decreasing the factors. And it has been assumed on the
basis of the evaluation of competition. The company has made the focus over increasing the
quality services to the customers. And the another focus has been made over decreasing the final
cost of the products and the services. As it has been found that the, competitors of the company

are assuring low prices to the customers (Madsen and Slåtten, 2019). Therefore, the Grab is
focusing on this factor. Another element that has to be drawn on the canvas is the element that
has to be eliminated and the component that has to be add. The Grab has made the focus over
adding the innovation in the strategies. As the company believes in always having room for
innovation. Therefore, the company effectively beat their competitors.
CONCLUSION
The above report has concluded that strategy enterprise and innovation has been
considered as one of the most important concept in the business as it assures the successes.
This concept enables the organization in order to develop effective strategies and
innovations. As a result, the organization captures the success. The report has described the
internal and external drivers of the innovation. The internal drivers are the internal
stakeholders of the company while the external drivers are the external stakeholders of the
company (Huang, Yao and Chen, 2019). The report has shown everything in the context of
the Grab and it has been found that, the company is effectively maintaining the internal and
external drivers of the innovation. As a result, the company has been proven effective
enough in adopting the innovations and capturing the large base of the consumer in the
market. Along with this, the report has shown the different approaches that helps in shaping
the entrepreneurial vision and business model.
The effective approaches for shaping the entrepreneurial vision is full of strategies. And
parted in different goals. But, all the parted goals are linked to the one specific goal. And the
focus has been mad over that goal. All the necessary aspects has been performed in order to
check the relevancy, achievable parameters of the goal and also, the time has been
mentioned for the completion of goal. The different approaches are linked with business
model. The organization use the business model approach in terms of completing their
social, economic, cultural and environmental obligations. Apart from this, the report has
highlighted the blue ocean strategy concept. This strategy has been used by the business in
terms of creating the competitive strategy and this also enables the firm to have the

competitive advantage. The Grab has been proven effective enough in all terms. The
company has adopted the blue ocean strategy in order to beat their competitors and for
becoming the superior from the competitors.

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