Digital Market Segmentation Strategy Analysis On Ride-Hailing Platforms In Indonesia: Comparative Study of Gojek and Grab

Abstract

The ride-hailing industry in Indonesia has grown into a significant digital economy sector, with a market value reaching US$3.77 billion in 2025 and a projected CAGR of 7.05% through 2031. Gojek and Grab, as the two dominant players forming a duopoly market structure, have adopted distinctly different market segmentation strategies to capture Indonesian consumers. This study aims to analyze and compare the digital market segmentation strategies of Gojek and Grab using the STP (Segmentation, Targeting, Positioning) framework and Porter's Five Forces analysis. The research employs a qualitative descriptive approach with secondary data analysis, using industry reports, corporate publications, and relevant academic literature. The findings reveal fundamental differences in the segmentation approaches of both platforms: Gojek adopts an Indonesia-centric strategy emphasizing national identity and MSME empowerment, while Grab pursues a pan-Southeast Asian approach with emphasis on technological innovation and safety. Porter's Five Forces analysis indicates a medium-concentration competitive landscape with high competitive rivalry, growing threat from new entrants (Maxim, inDrive), and significant supplier bargaining power reflected in driver protests regarding commission structures. This study contributes to the academic understanding of competitive dynamics in emerging digital markets and provides managerial implications for platform-based business strategies in developing economies