CASE STUDY ANALYSIS - WEEK 9
Figure 1 Grab Food logo
Grab Food is a digital application-based food delivery service offered by Grab, a leading transportation company. The service has rapidly developed and influenced consumer behaviour, leading to changes in the market. Its rapid development has been driven by various factors, such as price, promotion, restaurant credibility, and user convenience, thereby influence the interest in buying food through Grab Food. The most dominant factors affecting buying interest are price and restaurant credibility. Promotional activities, including gifts and incentives, play a significant role in attracting consumers and influencing their decision to use GrabFood. These promotional strategies not only incentivise initial purchases but also contribute to repeat business and customer retention (Uppaluri, 2021).
The GrabFood business model involves various transactions and parties, including GrabFood merchants, Grab drivers, and consumers. This interaction facilitates seamless order processing, delivery logistics and payment transactions to ensure a smooth and efficient user experience. The application of GrabFood has contributed to the success of businesses, such as Grab, by increasing sales through the GrabFood platform(Uppaluri, 2021). Overall, GrabFood has a history of technological development, market influence, and strategic promotion, which have cemented its position as a preferred choice among consumers for food delivery services. Its evolution proves to be a testament to the transformative power of technology in reshaping traditional industries and consumer preferences.
What If
LIEW YEN THUNG TP070659
Grab is a leading organization offering on-demand food delivery services and ride-sharing services in the Southeast Asia region (Uppaluri, 2019). GrabFood, food delivery services provided by Grab have largely been used by the public for ordering food. Although they already leading in this industry, it seems that they can be more involved in the future. What if Grab expand their business in Southeast Asia countries?
If Grab expands their GrabFood business into other countries, it can gain a lot of benefits. This action is also called global expansion. One of the benefits is able to access to new talent. According to Yandell (2023), global expansions help company access to a larger pool of employees that can improve company’s operation. However, Grab might be facing some challenges while doing global expansion. One of the biggest challenges will be dealing with cultural differences (Yandell, 2023). Different countries have their own unique culture, no matter the countries in the world. Thus, it might be an problems if Grab want to expand their business in other countries.
What Wow
WENDY KOH XIN HUI (TP077721)
According to Liedtka (2014), the design thinking process requires answering four questions including “ What is?”,” What if?”,” What wows?” and “What works?”. Each of these represents a different stage of a design experience. Based on the concept of “What wows”, it helps teams focus on solutions that stand out. It is optimally more focused on fulfilling customer needs compared to covering and exploring marketing as much as possible. In other words, it can be defined as a way to enlist the upsides and downsides of management through evaluating thought and considerations.
Figure 1 Innovative ways companies are using design thinking, Liedtka, 2014.
According to Figure 1, design thinking represents a vital innovation in ways to solve problems. In “What wows?”, each business concept can be treated as a hypothesis. Teams will implement the systematics evaluation to test these hypotheses against their design criteria. Indeed, this concept manages to help them discover compelling concepts and apply these concepts to manage their business. It becomes a key to allow a company to move forward and keep pace with the technology.
Grab is a ride-hailing application company in its first start-up business. To explore more marketing, it launched different services such as GrabFood, Grab Pay, and GrabMart. In GrabFood, a food delivery service, a similar “What wows?” concept was also applied to generate customer enthusiasm. This service successfully solves people’s hunger and provides cravings for food delivery at the doorstep that enables customers to access their meals easily. GrabFood supports food for all cravings from hawker fare to Michelin Guide restaurants. It provides a wider food selection for customers. At the same time, the customers will earn GarbReward points with every order. These points and vouchers can be redeemed to get a certain discount for the next time orderings.
Figures 2 & 3 GrabReward, points, and food selections
What Works
PUTERI HANNAH BINTI MOHAMED DAUD IBRAHIM (TP077710)
“What Works” typically refers to wanting to identify and understand the factors that contribute to the success of a company and in this context it would be GrabFood. We are going to analyse what made GrabFood transform from a simple Singaporean app into a powerful Asian super app.
The first contributor to the success of GrabFood is technology used in the development of its app. The seamless user interface allows users to browse through a variety of food options based on their current location varying from western, fast food, desserts, traditional food and many more. If a particular food that the user has searched for is unavailable or has less than 4 search results, the system shows similar restaurants to the users (Pradhan, 2019). Users can track their food deliveries to ensure the delivery process goes smoothly and delivered on time because of the GPS tracking system technology implemented. Grab Food’s investment in technology builds users’ trust to continue using the app and attracts investors to invest in this app.
Next is because of how convenient GrabFood is for users to use in their daily lives. Apart from providing a wide variety of food options, GrabFood also allows users to choose whether they want to go for cashless payment or cash if the user does not have online banking accounts. Grab Food also offers a variety of discounts which is convenient where users can save money even when they are buying their favourite food from restaurants apart from a delivery saving option (Ignatius, 2022). By prioritising users’ convenience, Grab Food becomes the choice of most busy individuals out there to fulfil their food cravings and seeking for a hassle-free solution.
To conclude, we can say that the main contributors to GrabFood’s success is its technology used and how convenient it is for users’ to use it. GrabFood’s pathway to success is something that can be learned by other people out there that want to achieve the same success as GrabFood when developing their own app.
Reference:
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Uppaluri, S. (2019, January 30). Marketing plan for grabfood. Medium. https://medium.com/@sravanti.uppaluri/marketing-plan-for-grabfood-164e27e4a588
Yandell, C. (2023, March 7). Benefits of global expansion. LinkedIn. https://www.linkedin.com/pulse/benefits-global-expansion-christian-yandell
Pradhan, D. (2019, June 3). How Grab is Becoming an Everyday, Everything App in Southeast Asia.
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