WEEK 9 CASE STUDY

 WHAT IS; WHAT IF; WHAT WOW; WHAT WORKS: GrabFood

Rafael John (TP072612) - What is

Grab is one of numerous Transportation Network Companies (TNC) offering "ride sharing" and "ride hailing" services through technology-driven, on-demand platforms accessible via web or mobile applications, connecting drivers with passengers (Ackaradejruangsri, 2015). Started in Malaysia in 2012 by Anthony Tan and Tan Hooi Ling, Grab began as a taxi service called GrabTaxi. It grew fast, offering rides in cars, bikes, and carpooling. In 2016, Grab made GrabPay, a way to pay for things digitally. It added more services like GrabFood, GrabExpress, GrabMart, and GrabFinancial. These changes were helped by partnerships and buying other companies. Despite some problems with rules and other companies, Grab bought Uber's operations in Southeast Asia in 2018, making it a big player in the region. Today, Grab is a big part of Southeast Asia's online world, offering many services and worth a lot of money.

Ferdinand Taslim (TP072735) - What is

The evolution of the internet and mobile apps has advanced our integration of technology into daily life. One notable example is the rise of online food ordering apps, like GrabFood, offering distinct user experiences and interfaces to access goods and services conveniently (Azmi et al., 2019). GrabFood is a service where you can order food from lots of different places using an app on your phone. Then, someone delivers the food to you. It works in countries like Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. By using GrabFood, the users can order all kinds of food, from local favorites to foods from around the world. GrabFood is also you just pick what you want from the menu, place your order, and then you can watch as your food gets delivered to your door.

Grabfood is a great addition to both restaurant service and customers. For customers, it's great because it's convenient and you get lots of choices. And for restaurants, it's good because they can make more money and reach more customers. GrabFood often has special deals to encourage people to use it more, like discounts or rewards for being a regular customer. It's a really popular way to get food delivered in Southeast Asia because it's so easy and convenient.

Jovan Richaldy Chandra (TP071536) - What if

Before GrabFood exist, many people in Southeast Asia only have 2 options to consume a food. Either by going out to a restaurant to eat or cook them at home. This raises many questions and possibilities. What if there is convenient way of using modern technology to ease this process. This is the whole idea behind GrabFoods. GrabFood is a food delivery service that can be accessed using the Grab app (Rosita, 2020). GrabFood makes it easy for people to order food from lots of different restaurants and have it brought right to their door. They use Grab's big network of drivers and a good phone app to make ordering food faster and simpler for both customers and restaurants. With GrabFood, you can pick from many kinds of food without having to go out. They focus on making sure the delivery is fast, dependable, and doesn't cost too much, so everyone has a smooth experience when ordering food. This is a genius way to expand an existing business. By utilizing the grab already known network and system that are compatible GrabFood has managed to become one of the primary options to get food.

Marcello Irawan (TP072752) - What wow

Grab is striving to reach a wide audience through promotions conducted on various social media platforms, advertisements, applications, billboards, websites, and so on to attract customers to buy or order food on GrabFood (Reppi et al., 2021). The things that differentiate GrabFood from other services is its convenience and range of operations. GrabFood keeps customers interested by making it easy to order from lots of different restaurants. They have a simple app that lets you find what you want to eat, customize your order, and see when it will arrive. Plus, they give out discounts and rewards to make people want to use the app more. When you order, they work hard to get your food to you quickly and accurately, using their big network of delivery drivers. This reliability and speed make customers happy and want to keep using GrabFood whenever they need food delivered. GrabFood's wide selection of restaurants and cuisines also ensures that customers have plenty of choices to satisfy their cravings. The app also provides helpful features like user reviews and ratings, allowing customers to make informed decisions about where to order from. With such convenience and variety at their fingertips, customers are more likely to engage with GrabFood regularly for their food delivery needs.

Stanislaus Raymond Soecoko (TP077043) - What works

GrabFood's success can be attributed to several key factors. GrabFood's extensive network of restaurants and food vendors provides customers with a wide variety of choices, catering to diverse tastes and preferences. This extensive selection ensures that customers can find something to eat no matter what they want. GrabFood's user-friendly interface and seamless ordering process also make it convenient for customers to browse menus, place orders, and track deliveries easily. The app design that merges with Grab app enhances the overall user experience, leading to higher satisfaction and repeat usage. Additionally, GrabFood's efficient delivery system, including its network of delivery partners and real-time tracking capabilities, ensures timely and reliable service. Customers can trust that their orders will be delivered promptly, enhancing convenience and reliability. 

Seeing the increasingly tight competition, Grab company needs to maintain its existence so that its relationship with customers through promotions remains strong and well-established for a long time (Nopebrianti &Ramadhani, 2022). One of the most crucial things that GrabFood have is its promotional strategies, including discounts, vouchers, and loyalty programs, incentivize customers to use the platform regularly and increase customer satisfaction. 

Daniel Kurniadi Khodyat (TP073665) - What works

GrabFood works well because it's easy for everyone involved. Customers can quickly pick from lots of restaurants on their phone and see where their food is. Restaurants can reach more people and handle orders online. Delivery drivers can choose when to work and get orders sent to them fast. The trick is that as more people use GrabFood, more restaurants join, which brings in more customers. And with lots of drivers, orders get delivered quickly, making everyone happy and making GrabFood popular. Partnerships and working together are also really important for GrabFood's success. They help GrabFood offer lots of different foods by teaming up with many restaurants and businesses. These partnerships also mean GrabFood can give special discounts and deals to customers, making them want to use the app more. Grab offers various discount incentives such as food discounts and delivery fee reductions, aiming to provide stimulus to encourage customers to use GrabFood's food delivery service ( . Working with others also makes GrabFood more visible and known, so more people want to use it. It also helps GrabFood run more smoothly, so orders get to customers faster. 

References:

Ackaradejruangsri, P. (2015). Insights on GrabTaxi: An alternative ride service in Thailand. Review of Integrative Business and Economics Research, 4(3), 49.

AA

Azmi, M., Kharisma, A. P., & Akbar, M. A. (2019). Evaluasi User Experience Aplikasi Mobile Pemesanan Makanan Online dengan Metode Design Thinking (Studi Kasus GrabFood). Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 3(8), 7963-7972.

Rosita, R. (2020). Faktor Yang Mempengaruhi Perilaku Generasi Milenial Terhadap Keputusan Menggunakan Aplikasi Grabfood. Jurnal Lentera Bisnis, 9(1), 95.

Reppi, L. V., Moniharapon, S., & Loindong, S. (2021). Bauran Promosi Dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Grabfood (Study Pada Pengguna Jasa Grabfood Di Kota Manado Pada Masa Pandemi Covid-19). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(3), 1482-1490.

Nopebrianti, N., & Ramadhani, A. P. (2022). The Effect of Promotion on Consumer Purchase Decisions for GrabFood (Study in The City of Tasikmalaya). International Journal Administration Business & Organization, 3(1), 7-18.

Ryansa, M., Widiartanto, W., & Pradhanawati, A. (2023). Pengaruh Pengalaman Pelanggan dan Pemberian Diskon terhadap Minat Pembelian Ulang GrabFood di Masa Pandemi COVID-19 (Studi Pada Generasi Z Mahasiswa S1 Universitas Diponegoro). Jurnal Ilmu Administrasi Bisnis, 12(2), 573-581.