The Analysis of Gojek's Expansion Strategy to Vietnam in 2018-2022

Abstract

The modern economy places the issue of the digital economy as one of the important issues for the world's countries. Indonesia is one of the countries that is quite ambitious about its digital economy. This is evidenced by Indonesia's position as the country with the fifth startup contributor in the world, with a total number of startup contributions of 2,482 startups. According to research, 10 Indonesian startups have successfully gone global. The company that successfully expanded with the first position was Gojek. Gojek is one of the start-ups engaged in digital transportation services. Gojek was founded in 2010. thanks to its innovation, Gojek has attracted the attention of many investors so that it can become one of the unicorn companies in 2019. Although it has strength in terms of investment and innovation offered, in Indonesia Gojek has received a lot of public rejection because it is considered to interfere with Indonesia's traditional public transportation services. Despite receiving a lot of rejection in its domestic territory. However, Gojek bravely made efforts to expand to several ASEAN countries in 2018. Based on this, the author is interested in seeing how the expansion strategy chosen by Gojek in its inaugural expansion, through Uppsala-style internationalization analysis and the theory of society centered based approach, the author found that Gojek made gradual expansion efforts and Gojek's development competed with Indonesia's traditional transportation services. This research uses a qualitative approach that is descriptive analytical. The data and information were obtained through books, journals, government websites, reports and online articles.