원문정보
초록
영어
Indonesia’s industrial application of digital technology is growing fast, especially in the application of mobile technology. About 1,700 digital startups are sprouting. PT Aplikasi Karya Anak Bangsa is one of those digital startups founded in 2010. This company is widely known, especially in Southeast Asia, for its products and services called ‘Gojek’ which was launched initially in 2015. Gojek began as a ride-hailing mobile-based application that later evolved into a Super App providing more than 20 different services in one single mobile application. After becoming Indonesian first unicorn company in 2016, Gojek now has become the first decacorn company in Indonesia, worth more than USD 10 billion since 2019. This paper aims to analyzes the technology industry in Indonesia and analyzes Gojek’s background and history, its competitive status, and critical success factors. As a conclusion, we provide some advices for future development of Gojek in Indonesia and other countries in Southeast Asia’s market. The advices include rebranding its overseas presence and the use of consistent brand identity across countries.
목차
1. Background of the Technology Industry in Indonesia
2. Michael Porter’s Diamond Model of National Advantage
2.1 Firm Strategy, Structure, and Rivalry
2.2 Factor Conditions
2.3 Demand Conditions
2.4 Related and Supporting Industries
2.5 Government
2.6 Chance
3. Background and History of Gojek
3.1 History and Products
3.2 Financing & Business Strategy
3.3 Social Economy Impact
3.4 Achievements
4. Competitive Status of Gojek
4.1 Strengths
4.2 Weaknesses
4.3 Opportunities
4.4 Threats
5. Critical Success Factors of Gojek
5.1 Services Diversification
5.2 Focus on Food & Finance Market, in Addition to Ride-Hailing Market
5.3 Collaboration with Google Ecosystem
6. Conclusion and Future Perspectives
6.1 Rebranding its Overseas Brand: Use one Brand Name for All Countries
6.2 Be Careful of Too Complicated UI/UX Updates
6.3 Secure Expansion to More Southeast Asian Countries
References