grab taxi

Group 1 : English MBA 5520212002 : Nabduan D. 5520212004 : Phornphat R. 5520212005 : Omar N. 5520212006 : Neeranuch NG.

Term Paper Presentation : MIS Case Study

IntroductionObjective of the study The case study focus on the development of Grab Taxi Company along with the

management inside the organization and information and technology management. The study also find the answer of application technology and effects on stakeholders

including driver and passenger. The case study about Grab Taxi Company we expected to gain new information and concept

in business management with the development of stakeholders’ wellness with the power of information and technology to return the happiness to the society

Finally, the scope of the study also cover the trend of the competition in taxi booking application in the future

Introduction

Traditional Taxi Taxi Radio Taxi Booking App

Development of Thai Taxi

IntroductionIssue Surrounding

According to the survey from NIDA Poll about

“The opinion about Taxi service and the way to solve the problems in passengers’ point of view”

The main issues in Taxi service 1st Reject the passengers and server only foreigner2nd Drive improperly and violate the driving law3rd Talk and act impolitely4th Lack of trustworthy5th Bad condition of vehicle

In the case of VIP Taxi with extra fee1st Passengers willing to pay more : 78.44%2nd Passengers unwilling to pay more : 20.21%3rd Passenger not sure but willing to try : 1.35%

FindingHistory

Anthony Tan as the CEO He graduated from Harvard Business School

with the 2nd runner up award in business plan competition.

He start his business in his hometown Malaysia.

Idea SourceHis friends arrived to Malaysia to pay him

a visit after graduation but they got the problems with the Taxi services in his hometown.

With the root of his family (his grandfather) work as Taxi driver before then he doesn’t want anyone to look down and aim to develop the ability and standard of living for Taxi Drivers.

He wanted to build the Grab Taxi with the win-win situation for both drivers and passengers.

FindingHistory

GrabTaxi firstly established in Malaysia under the name “My Teksi”.

MyTeksi aims to develop an automated smartphone booking and dispatch platform in 3 distinct phases. Phase 1 will focus on dispatch issues, helping fleet operators manage their allocations more effectively and efficiently. Phase 2 will focus on passenger safety and booking issues. Phase 3 will focus on allowing passengers to book a taxi on-demand in multiple cities from a single app.

FindingHistory

In 2013, Grab Taxi Thailand firstly provide the service in Bangkok with Taxi booking service with many features including auto detects customers’ current location tells the estimated metered fare locating Drivers in real-time assigned driver for customers within 3 minutes track the driver until reach customers location share the ride to third person for safety

concern

Grab Taxi is a hit in Malaysia, Singapore, Vietnam, Thailand and the Philippines, with over 250,000 users a month.

Being downloaded onto more than one million mobile devices to date

books a taxi every two seconds across the region.

FindingUser flow

Step 1 : Download application. And open application

Step 2 : Booking process

FindingUser flow

Step 4 : booking process

Step 3 : Register

Step 5 : Scanning for driver

FindingUser flow

Step 7 : Share my ride feature

Step 6 : Confirmation process

FindingUser flow

Step 8 : Feedback process

FindingUser flow

Step 1 : Download application

FindingDriver flow

Step 1 : Download application

FindingDriver flow

Step 2 : Driver information

Step 3 : Receive job

FindingOperation Management - Workflow

FindingOrganization Management – Marketing Management

Promotional Strategy

Discount Code Grab Taxi provide discount for

passengers on the vacation to encourage passenger using the application

The discount will be offered to passengers and pay back to drivers within 2 weeks.

“WELOVEDAD” is the example of discount code for 40 baht per ride on father day of Thailand.

FindingOrganization Management – Marketing Management

Promotional Strategy

DriverPassenger Customer will access to the code easily on the

notification on the screen , the taxi driver will provide it to them.

The code will discount on the normal fare only so the calling fee need to be paid as the same.

Discount promotion code driver will get more than they give discount to customers.

FindingHow Application Work

Cloud computing

FindingHow Application Work

Integrated with Google map

FindingTheory Involve

Technology acceptance model


Network Effect model


Cloud Computing


Business Impact 2 types of impact

Disintermediation and Reintermediation.

Reintermediation is suit for this case because GrabTaxi became an intermediary between passenger and taxi driver by use of IT they can reach many potential users.

ContributionThe Effects on Stakeholders

Passengers Drivers1. Speed :

Passengers can have their ride with the speed from finding taxi in nearest location within 2 minutes with 2 tabs

2. Safety : - Transparency about the driver’s detail and taxi fares meter, - Share their trip via the function “share your ride” through social media in real-time.

3. Certainty : Booking confirmation to make sure that they already found their drivers via email and system screen

1. Increasing in jobs from the application :Driver can reach more passengers in less time consuming

2. Increasing in income :Driver can gain more income from incentive in promotion code extra from meters rate fare

3. Better standard of living :Having annual checkup and scholarship for their children that normally not available for freelancer like Taxi driver

4. Ability to learn new skills : Driver can learn about technology

DiscussionCompetitors

Easy Taxi

Strength 1. worldwide operation

2. easy to use app

3. stringent driver acceptance process

4. Free Taxi Day and Biblota’xi campaign

Weakness 1. small network in SE Asia compared to GrabTaxi

Threat 1. intense competition

Opportunities 1. strong market potential

2. high smartphone usage

Founded in 2011 - Rio De Janeiro

No. 1 taxi app in the world Works with existing network Cheapest price of all three

competitors

Uber Taxi

Strength 1. worldwide operations

2. first mover in sector

3. massive financial power

4. lower cost to operate

5. customer perception of luxury

Weakness 1. much controversy with individual country laws

2. illegal to operate in Thailand

3. regular taxis are more abundant than private vehicles

4. price of service high compared to rivals

Threat 1. intense competiton

Opportunites 1. strong market potential


Founded in 2009 - San Francisco

Available in 53 countries -200 countries

No 1 in America Most luxurious of all brands A lot of controversies

Founded in 2012 - Kuala Lumpur

South East Asia preference at the moment

10,000 taxis in Bangkok

GrabTaxi

Strength 1. number one in SE Asia

2. biggest taxi network in Thailand

3. huge financial investors

Weakness 1. only regional operations as opposed to global competition

2. operations in Thailand still in its infancy

3. no option to rate experience in app

Threat 1. intense competition from firms far more experienced

Opportunities 1. strong market potential

2. go global


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Ending Question New Competitors

LINE TAXI AppGovernment Official App

Taxi booking application industry in its infancy stage in Thailand lots of market growth potential three major players all financially strong Grab Taxi operation still new in Thailand but with interesting

growth with the fierce competition to come

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