Executive Summary
Grab is a company which had been founded in June 2012 and headquartered in Malaysia. Grab initially started as a taxi booking mobile app in Malaysia and had developed into Grab Car, Grab Food, Grab Delivery, Grab Bills, and Grab Hotel. Grab Car and Grab Food is the most popular service amongst them all. In 2018, Grab had also merged with Uber’s operation in Southeast Asia and become the monopoly of pay per ride service in Southeast Asia. Another popular service of Grab, Grab Food was launched in May 2018, and immediately became a hit among users. It is undeniable to say that Grab Food certainly bring a lot of convenience to consumers because food can be delivered to the doorsteps of consumers, but it has its downsides too. One of its downsides is the delay in delivery due to the traffic condition. To curb this problem, we decided to incorporate modern technology of drone and experience of Grab Food in the industry and launch a new service called Grab Drone.
Grab Drone is a service of delivering food using a drone. Grab Drone is the first and only food delivery services using a drone in Malaysia at the time of writing. Grab Drone will be operated by a computer system, hence, very minimal labour is needed. Furthermore, each drone will be equipped with GPS so the location of the drone can be tracked all the time. Grab Drone will be first tested in Bandar Sunway as an experiment. Bandar Sunway area had been chosen as the site of the experiment because there is a lot of F&B outlet in Sunway Pyramid, and a variety of demographics such as students, teenagers and adult. If the operation is successful, the service will expand to areas which have a lot of food and beverage outlets such as SS 15 or Sri Petaling. In this case, the customers will be all the people in the Bandar Sunway area. The competitive advantages of Grab Drone compared to normal food delivery companies are better time management, more affordable delivery charges, promote safety and accuracy. Better time management of Grab Drone is because Grab Drone will rarely cause any delays because there is no traffic congestion. Not only traffic congestion unexpected situation such as accidents will also occur during delivery. These situations will not happen in the service of Grab Drone because Grab Drone will fully be powered by the computer system so delays will rarely happen. Furthermore, the more affordable delivery charge is because no labour and fuel consumption are needed. This is because Grab Drone will be operated using a computer system, hence, labour and fuel cost will be excluded. Therefore, Grab Drone will make use the reduction in the operation cost to create a more affordable delivery charge for consumers. Safety is also a competitive advantage because drone promotes safety. Human delivery is exposed to a hazardous environment. When using drones, deliverers will no longer have to risk their lives from an accident. Delivering drone also increase the accuracy of the delivery service. Each drone is equipped with GPS and delivery drones are more efficient when delivering products to the right recipients. Delivery drones also have a higher accuracy rate on delivering food to the right recipients. The marketing objective is determined by the SMART concept. This marketing plan aims to increase sales of food and beverage in Bandar Sunway by 20 per cent in the next six months of the implementation of Grab Drone. A marketing objective needs to be specific. This marketing plan expects to increase the usage of Grab Drone for delivery services. The current marketing plan is planned to launch in Bandar Sunway with target customers of all people in the Bandar Sunway area. This idea has been brought up because of the realization that the existing services of Grab Food has its downsides. The objective also needed to be measurable. We aim to increase the sales of food and beverage in Bandar Sunway area by at least 20%. Not only this, but we also target 30% of the overall food delivery services in Bandar Sunway will be using Grab Drone. The marketing objective is aligning with the marketing plan and it is relevant and attainable. 30% of delivery services using Grab Drone is realistic because people in Bandar Sunway are technology-oriented and hence is exposed to Grab Drone. Therefore, an increase of 20% of the F&B industry is also actionable. Time-bound is also an important element in the marketing objective. The target date of reaching the objective is within six months since the launch of Grab Drone. Six months is enough time to foresee whether Grab Drone has the potential to grow or succeed in the future. If Grab Drone failed to acquire potential customers in six months, the operation Grab Drone will be halted.