EMPOWERING DRIVERS AS PART OF SUSTAINABLE DEVELOPMENT GOALS (SDG) INITIATIVE: STRATEGIES TO ENHANCE DRIVERS BENEFITS AND ESTABLISH AN INTRA-CORPORATE SOCIAL BUSINESS WITH DRIVERS AS A CAPTIVE MARKET IN LEADING ON-DEMAND COMPANY (RIDE HAILING)

• Main Author: Imanuel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84055
• Institution: Institut Teknologi Bandung

Driven by social mission and mandate of government towards Sustainable Development Goals (SDG), one of the leading Indonesia ride-hailing company (Indojek) has launched and run a drivers’ welafe program named ProDrivers. The program is supposed to reducing drivers’ expenses. However, due to recent rising global economy challenges, Indojek has to do massive efficiency initiatives and cut budget in various areas, in order to survive the economic downturn. This has weakened and constrained Indojek from contributing to social causes. Dilemma between sustainability and profitability has occurred in the company. Meanwhile, drivers as part of Indojek ecosystem are a prospective & captive market. This fact has encouraged Indojek to maximize its existing assets & capabilities in maximizing its social impact and realize its promises towards Sustainable Development Goals (SDG), while maintaining corporate profitability. In this research, author attempts to crack the dilemma, specifically the ProDrivers program, to not only creating social impact, but also generating a sustainable social business that can provide unlimited resource to sustain Indojek social initiative to drivers. Author has identified several issues to solve, starting from existing condition of ProDrivers program which is related with current depth of awareness that drivers have towards the program, level of satisfaction and expectation of drivers towards the program, which part of drivers experience that needs to improve to the ways of how Indojek can monetize ProDrivers existing assets and capabilities to generate earnings that can be utilized to maximize drivers’ welfare. Prior to addressing issue aforementioned, author has analyzed external environment of the business to understand the urgency and difficulties faced by Indojek as well as the correlation of the external environment with ProDrivers program. Author used massive external framework which consists of general environment (demographic, economic, political/ legal, sociocultural,technological and global segments), followed by Five Forces Porter to analyze industrial condition where Indojek is into and specific competitor analysis. i Author has used mixed-method in deploying this research, both qualitative and quantitative. Data collection was conducted to both drivers (as ProDrivers beneficiaries) and internal ProDrivers team (as strategist and executor of ProDrivers program), through survey, interview and focus group discussion (FGD). Firstly, author did survey which targets Indojek drivers, followed by FGD to explore the ways to overcome in any areas which ProDrivers still lacks of. Secondly, author interviewed ProDrivers internal team to understand how they usually strategize and implement ProDrivers program, followed by FGD to verify and validate the most possible solutions to improve the program. By using theories, such as 9 core elements of marketing and marketing mix (7Ps) which provide insight on how to improve ProDrivers program adoption, and internal marketing to understand to which extent ProDrivers program has delivered to drivers. Aside of it, author also uses some tools, such as New Wave of Marketing to facilitate marketing improvement. Revenue Model to find alternatives which ProDrivers can earn income and also Social Business Model Canvas to discover new business model that ProDrivers has to adopt in order to become sustainable.