Group 1 : English MBA

5520212002 : Nabduan D.
5520212004 : Phornphat R.
5520212005 : Omar N.
5520212006 : Neeranuch NG.
Term Paper 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 App

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

In the case of VIP Taxi with extra fee

1st Passengers willing to pay more : 78.44%
2nd Passengers unwilling to pay more : 20.21%
3rd Passenger not sure but willing to try : 1.35%
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 with the
win-win situation for both drivers and
passengers.
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 to book a taxi
on-demand in multiple cities from a single app.
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 the driver until reach customers location
share the ride to third person for safety
concern
Grab Taxi is a hit in Malaysia, Singapore, Vietnam,
Thailand and the Philippines, with over 250,000
users a month.
Being downloaded onto more than one 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 process
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 process

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 information

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 example of
discount code for 40 baht per
ride on father day of Thailand.
Finding
Organization Management Marketing Management
Promotional Strategy
Passenger Driver
Customer will access to the code easily on the Discount promotion code driver will get
notification on the screen , the taxi driver will more than they give discount to customers.
provide it 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
reach many potential
users.
Contribution
The Effects on Stakeholders
Passengers Drivers
1. Speed : 1. Increasing in jobs from the application :
Passengers can have their ride with the Driver can reach more passengers in less
speed from finding taxi in nearest location time consuming
within 2 minutes with 2 tabs 2. Increasing in income :
2. Safety : Driver can gain more income from incentive
- Transparency about the drivers detail and in promotion code extra from meters rate
taxi fares meter, fare
- Share their trip via the function share your 3. Better standard of living :
ride through social media in real-time. Having annual checkup and scholarship for
3. Certainty : their children that normally not available for
Booking confirmation to make sure that they freelancer like Taxi driver
already found their drivers via email and 4. Ability to learn new skills :
system screen Driver can learn about technology
Discussion
Competitors
Easy Taxi
Founded in 2011 - Rio De
Strength 1. worldwide operation
2. easy to use app
Janeiro
3. stringent driver acceptance process
4. Free Taxi Day and Biblotaxi campaign
No. 1 taxi app in the world
Works with existing network
Weakness 1. small network in SE Asia compared to GrabTaxi
Threat 1. intense competition
Cheapest price of all three
Opportunities 1. strong market potential
competitors
2. high smartphone usage
Uber Taxi
Strength 1. worldwide operations
Founded in 2009 - San
2. first mover in sector Francisco
3. massive financial power
4. lower cost to operate Available in 53 countries -
5. customer perception of luxury
Weakness 1. much controversy with individual country laws
200 countries
2. illegal to operate in Thailand No 1 in America
3. regular taxis are more abundant than private vehicles
4. price of service high compared to rivals Most luxurious of all brands
Threat 1. intense competiton A lot of controversies
Opportunites 1. strong market potential
2. high smartphone usage
GrabTaxi
Strength 1. number one in SE Asia
Founded in 2012 - Kuala
2. biggest taxi network in Thailand Lumpur
3. huge financial investors
Weakness 1. only regional operations as opposed to global competition
South East Asia preference at
2. operations in Thailand still in its infancy the moment
3. no option to rate experience in app
Threat 1. intense competition from firms far more experienced
10,000 taxis in Bangkok
Opportunities 1. strong market potential
2. go global
3. high smartphone usage
Comparison Table
Ending Question
New Competitors

Government Official App LINE TAXI App

 Taxi booking application industry in its infancy stage in Thailand
lots of market growth potential
three major players
Conclusion
all financially strong
Grab Taxi operation still new in Thailand but with interesting
growth with the fierce competition to come