This document outlines Gojek's go-to-market strategy for expanding into the Bogor, Depok, Tangerang, Bekasi (BODETABEK) region of Indonesia. It first provides background on the business landscape in BODETABEK. It then performs a TOWS analysis to identify strengths, weaknesses, opportunities, and threats. The strategy proposes focusing on employees, entrepreneurs, housewives, and students as key customer segments. It recommends a "beachhead" approach starting in Tangerang Selatan due to its population size, income levels, and number of students. Tactics include advertising on billboards and campus roadshows to recruit drivers, launch new products, and boost the Gojek

1. [ Case Study : BODETABEK AREA ]
Go To Market Strategy
By. Stevanus C. Handoko
Doctoral Student Trisakti International Business School

2. 01
Business Landscape
 BOGOR | DEPOK | TANGERANG | BEKASI
OUTLINE
02
TOWS
 Treats | Opportunities | Weakness | Strength
03
Go To Market Strategy
 WHAT
Product | Value Proposition
 WHO
Segmentation | BeachHead Strategy
 HOW
Channel Strategy
 WHERE
Promotion Plan

3. Gojek Coverage Area :
Jakarta, Bandung, Surabaya,
Bali, Makassar, Medan,
Palembang, Semarang,
Yogyakarta, Balikpapan,
Malang, Solo, Manado,
Samarinda, Batam, Sidoarjo,
Gresik, Pekanbaru, Jambi,
Sukabumi, Bandar Lampung,
Padang, Pontianak,
Banjarmasin, Mataram, Kediri,
Probolinggo, Pekalongan,
Karawang, Madiun,
Purwokerto, Cirebon, Serang,
Jember, Magelang,
Tasikmalaya, Belitung,
Banyuwangi, Salatiga, Garut,
Bukittinggi, Pasuruan,
Tegal,Sumedang, Banda Aceh,
Mojokerto, Cilacap,
Purwakarta, Pematang Siantar,
& Madura
JABODETABEK
200.000 Drivers
MEDAN
440 Drivers
PALEMBANG
510 Drivers
BANDUNG
37.000 Drivers
YOGYAKARTA
690 Drivers
SEMARANG
370 Drivers
SURABAYA
23.000 Drivers
BALIKPAPAN
11.200 Drivers
MAKASSAR
7.100 Drivers
BALI
11.200 Drivers
www.go-jek.com

4. BOGOR
6.3 Mio 0.9 Mio 141.000
6.8 Mio 1.6 Mio 1.1 Mio
TANGERANG 5.6 Mio 2.1 Mio 615.000
BEKASI
2.1 Mio 0.8 Mio 615.000
DEPOK
BPTJ data shows that in 2015, total
travel/movement in Jabodetabek is
47.5 million per day.
Only 15 % using Public
Transportation
Tangerang | Kab. Tangerang | TangSel
Kab. Bogor | Kota Bogor
Kab. Bekasi | Kota Bekasi
DEPOK
http://hubdat.dephub.go.id/
www.bps.go.id

5. Source :
Indonesia Network Operators Group

6. GoJek :
• Go Ride
• Go Car
• Go Send
• Go Bluebird
• Go Food
• Go Mart
• Go Shop
• Go-Tix
• Go Box
• Go-Mad
Go PAY
• GoPay
• GoPoints
• GoPulsa
Go LIFE
• Go Massage
• Go Clean
• Go Auto
• Go Glam

7. INTERNAL
FACTORS
EXTERNAL
FACTORS
EXTERNAL OPPORTUNITIES
1. Big Opportunity in:
• Transportation & Logistic Sector
2. National Economic Growth
• Gov. Focus Development 
Infrastructure
• New market
3. Fintech Innovation
EXTERNAL THREATS
1. Go to hyper competition
 Global Player
 Fintech Phenomenon
 Distruptive Innovation
2. Low Pricing by Competitor
3. Multi channel campaign and offering by
competitor
4. Central & Local Regulation
INTERNAL STHRENGTH
1. No 1 Top Brand (online transportation)
2. National wide operation
3. 250.000 Driver & Multi service
INTERNAL WEAKNESSES
1. Premium price
2. Driver manner
3. Lack of Public Transportation Regulation ( no
standard )
SO - STRATEGY
1. Penetration to Region
2. Create New Service
3. Co-Creation through “Mitra Strategis”
WO - STRATEGY
1. Create Multi pricing scheme
(segmented)
2. Enhance Driver / Mitra / employee
Capability (Hard & Soft Skill)
3. Man to man marking on channel
ST - STRATEGY
1. Penetrate market into regional
2. Create disruptive products/solution
3. Improve Communication & Promotion
4. Improve Government Relationship
WT - STRATEGY
1. Offering solution related to Segment
2. Offering Low cost
3. Discount / Poin Reward

8. HOW
WHEREWHO

9. Gojek
Value Proposition
1. Biggest Partner/Driver/Mitra
2. Multi Service “1 aplikasi untuk segala
kebutuhan”
3. Easy to Use – Excellent UX experience
4. GOPay Platform - Cashless Payment
5. Price Fairness
Product/Service :
GoJek :
• Go Ride
• Go Car
• Go Send
• Go Bluebird
• Go Food
• Go Mart
• Go Shop
• Go-Tix
• Go Box
• Go-Mad
Go PAY
• GoPay
• GoPoints
• GoPulsa
Go LIFE
• Go Massage
• Go Clean
• Go Auto
• Go Glam

10. BODETABEK
20.8 Mio 5.4 Mio 2.5.Mio
Market
SegmentationMARKET
Employee Entrepreneur
Housewife Student

11. Segmenting beyond FIT with Service &
Value Proposition
Employee Entrepreneur Housewife Student
1 GO-PAY
2 GO-POINTS
3 GO-PULSA
Employee Entrepreneur Housewife Student
1 GO-MASSAGE
2 GO-CLEAN
3 GO-AUTO
4 GO-GLAM
Employee Entrepreneur Housewife Student
1 GO-RIDE
2 GO-CAR
3 GO SEND
4 GO-FOOD
5 GO-BLUEBIRD
6 GO-MART
7 GO-SHOP
8 GO-BOX -
9 GO-TIX

12. BeachHead Strategy is a Leveraged approach to Market
Next Year ( Future )
Market Penetration
( Needs Based Segmentation )
Market Expansion
Poin of Attack
Product Innovation
Today

13. Direct Channel System
Customer
Representative
(Mitra Regional)
Regional Operation
Partnership & Supporting
Drivers
Channel Management
indirect Channel System
External AM
Mitra
GOJEK | GOPAY | GOLIFE
Corporate
Channel Framework
Central Government
Local Government
Community
DISHUB
Police & Military
Organda
Academic

14. Sample
focus area to Tangerang Selatan
Ansoff Strategy

15. Sample
focus area to Tangerang Selatan
Background :
Comparision Car vs motorcycle
650k : 200K
 Target segment , move form car to
public moto
Income perkapita bigger than
others in Banten
 target segment for GoPayhubdat.dephub.go.id/
tangselkota.bps.go.id
Adv Placement - Billboard

16. Sample
focus area to Tangerang Selatan
Go-Jek
Roadshow to
Campus
Agenda :
1. Talk Show
2. Seminar / Workshop sharing knowledge
3. Recruitment (driver/Mitra/employee)
Objective
1. Relaunch product/ Service
2. Brand awareness
3. Acquisition
More than 100.000 Student
From 10 Campus

17. Terima Kasih
Stevanus C. Handoko
08157994987