Case Study on Marketing Management of GrabTaxi - SUSS MKT364

This case study solution analyzes GrabTaxi's marketing management strategies, covering its product-market structure, environmental influences, and competitive forces. It identifies target segments using geographic and demographic data, proposes the use of composite sales force opinion for sales forecasting, and discusses Grab's CRM strategy dependent on registered data. The analysis also covers Grab's corporate social responsibility initiatives, opportunities, and threats, including competition from Uber. A new product proposal for commodity delivery services is suggested, along with an evaluation method using simulation models. The case study further examines Grab's dynamic pricing strategy and promotional strategies in Southeast Asia, emphasizing technological innovation and cashless payment methods. References to academic sources and news articles support the analysis and provide context to GrabTaxi's market position and strategies.

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