Global Strategies and Local Adaptation Business Model : A Study of Gojek, Didi, and Zomato

Abstract

The ride-hailing and food delivery industry has experienced rapid growth due to technological advancements and shifts in consumer behavior. As global markets evolve, companies in this sector face significant challenges in adapting their business models to diverse local needs. This study examines the Business Model Canvas (BMC) of three prominent companies—Gojek in Indonesia, Didi in China, and Zomato in India—to understand how they have successfully tailored their business models to their respective markets. Utilizing a descriptive-analytical approach within a qualitative research framework, the study analyzes the BMC elements of these companies through literature review and comparative analysis. Findings reveal that Gojek excels through its inclusive service approach, offering transportation, food delivery, and financial services in Indonesia. Didi stands out with its deep market segmentation and focus on price transparency and safety in China. Zomato differentiates itself in India with additional features like restaurant recommendations and reviews, effective cost management, and revenue diversification. The study identifies key factors for success, including innovation, market adaptation, and efficient operations. It also highlights the importance of leveraging advanced technologies and responsive customer feedback. Limitations include geographical scope and reliance on secondary data. Future research should explore business models in other countries and conduct longitudinal studies to assess changes and the impact of new technological innovations.