Abstract
The study delves into the strategic initiatives that have allowed Grab to achieve dominance in the Southeast Asian market since its launch in 2012. Initially a ride-hailing service app, Grab has transformed into a super app that now includes food delivery, digital payments, logistics, and financial services. Key to this success is the integration of diverse services into a single platform, a strong localization strategy that adapts to the unique needs of each market, and a focus on digital innovation through advanced technology and data analysis. This research underscores the importance of continuous adaptation, technological progress, and strategic partnerships. Grab's journey highlights the benefits of building a versatile, user-centric ecosystem and provides valuable insights for businesses looking to succeed in dynamic and diverse markets.
Keywords: Grab, Southeast Asian Market, Strategic Analysis
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