Expansion Strategy Formulation for a Mobility Unicorn

Client’s Problem

The client, one of the biggest ride-hailing companies in Southeast Asia, was eyeing expansion into the second and third-tier cities within its core markets. The central challenge was to pinpoint success stories in similar contexts and develop a benchmarking framework that would enable the identification of viable expansion strategies.

Our Solution

In collaboration with the client’s internal team, we commenced our research with an extensive discovery research phase to fully comprehend their strengths and strategic objectives. Identifying two primary markets for expansion, we harnessed the expertise of local analysts to undertake a deep dive into these markets. We gathered in-depth intelligence on key competitors and relevant players, thoroughly examining their operations to distill insights that could inform our client’s expansion playbook. Our approach was heavily anchored in primary research aimed at highlighting comprehensive user profiles, behavioral patterns, and preferences in the target markets.

Client Impact

The research resulted in a robust 60-page report, alongside a detailed presentation for the senior management, outlining tailored insights and actionable strategies for expansion. The strategic recommendations were underpinned by an understanding of business models, competitive landscapes, and consumer dynamics in the targeted cities. Our work provided the client with a clear roadmap to navigate the complexities of market penetration and leverage their capabilities to secure a competitive edge in the mobility sector.

Project Duration and Deliverable




Strategies Identified

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