PROPOSED BUSINESS STRATEGIES TO INCREASE ELECTRIC MOTORCYCLE ADOPTION IN GOJEK

• Main Author: Ratih Pujiastuti, Nyoman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73080
• Institution: Institut Teknologi Bandung

Gojek, Indonesia’s leading provider of on-demand services especially on motorcycle, has an ambitious zero emission target by 2030 with a support of 100% electric motorcycle. Until 2022, Gojek has operated 500 units electric motorcycle for a pilot project in South Jakarta. Gojek is left far behind by their competitor that is currently operating 8,500 units of electric vehicles across Indonesia. This research analyses the external and internal business environment of Gojek’s electric motorcycle adoption. PESTEL and Porter’s Five Forces framework are used for the external analysis, while the tools used for internal analysis include value elements analysis of the business model, benchmarking of the value elements against Grab, and analysis of drivers’ acceptance of the new technology through questionnaire and interview. The key feature of Gojek’s business model on electric motorcycle adoption is the creation of joint venture company, Electrum, that procures and manages the electric motorcycles used by Gojek’s drivers. Ten business strategies proposed are formulated using SWOT analysis and TOWS matrix that are then plotted in the effort-impact matrix to determine their prioritization. Some of the strategies proposed include the focus on financing for the drivers, communication to the drivers, setting up roadmap and goals for Electrum, and exploring partnership and rental schemes with various electric motorcycle manufacturers.