Group 1 :

English MBA
5520212002 : Nabduan
D.
5520212004 : Phornphat
Term Paper
R. Presentation : MIS
Case Study
Introduction
Objective 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
Development of Thai Taxi

Traditional Taxi Taxi Radio Taxi Booking

Introduction
Issue 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
foreigner
2nd Drive improperly and violate the
driving law
3rd Talk and act impolitely
4th Lack of trustworthy
5th Bad condition of vehicle
Finding
History
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 Source
His 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 doesnt 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
Finding
History

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
Finding
History
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
Grab the
Taxi driver until
is a hit in reachSingapore,
Malaysia, customers
location
Vietnam, Thailand and the Philippines,
share the 250,000
with over ride to users
third aperson
month. for
Being downloaded onto more than one
safety concern
million mobile devices to date
books a taxi every two seconds across the
region.
Finding
User flow

Step 1 : Download application. And open

application
Step 2 : Booking
Finding
User flow

Step 4 : booking process

Step 3 : Register
Finding
User flow

Step 5 : Scanning for driver

Finding
User flow

Step 7 : Share my ride

feature

Step 6 : Confirmation
Finding
User flow
Step 8 : Feedback process
Finding
Driver flow

Step 1 : Download application

Step 1 : Download application

Finding
Driver flow
Step 3 : Receive job

Step 2 : Driver
Finding
Operation Management - Workflow
Finding
Organization 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
Finding
Organization Management Marketing
Management
Promotional Strategy
Passenger Driver
Customer will access to the code Discount promotion code driver will
easily on the notification on the get more than they give discount
screen , the taxi driver will provide it to customers.
to them.
The code will discount on the normal
fare only so the calling fee need to be
paid as the same.
Finding
How Application Work
Cloud computing
Finding
How Application Work
Integrated with Google map
Finding
Theory Involve
Technology acceptance model
Finding
Theory Involve
Network Effect model
Finding
Theory Involve
Cloud Computing
Finding
Theory Involve
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
Contribution
The Effects on Stakeholders
Passengers
1. 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 drivers
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
Drivers
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 :
Discussion
Competitors
 Founded in 2011 - Rio
Easy Taxi
De Janeiro
Strength 1. worldwide operation No. 1 taxi app in the
2. easy to use app
3. stringent driver acceptance process
world
4. Free Taxi Day and Biblotaxi campaign Works with existing
Weakness 1. small network in SE Asia compared to GrabTaxi network
Threat 1. intense competition Cheapest price of all
Opportunities 1. strong market potential three competitors
 Founded in 2009 - San
Uber Taxi
Francisco
Strength 1. worldwide operations
2. first mover in sector
Available in 53
3. massive financial power countries - 200
4. lower cost to operate
5. customer perception of luxury
countries
Weakness 1. much controversy with individual country laws
No 1 in America
2. illegal to operate in Thailand Most luxurious of all
3. regular taxis are more abundant than private vehicles
4. price of service high compared to rivals brands
Threat 1. intense competiton A lot of controversies
 Founded in 2012 -
GrabTaxi
Kuala Lumpur
Strength 1. number one in SE Asia South East Asia
2. biggest taxi network in Thailand
3. huge financial investors preference at the
Weakness 1. only regional operations as opposed to global competition
moment
2. operations in Thailand still in its infancy
3. no option to rate experience in app
10,000 taxis in
Threat 1. intense competition from firms far more experienced
Bangkok
Opportunities 1. strong market potential
2. go global
Comparison
Table
Ending Question
New Competitors

Government Official LINE TAXI App

 Taxi booking application industry in its infancy stage
in Thailand
Conclusion 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