Strategies to Enhance Drivers Benefits and Establish an Intra-Corporate Social Business in Leading on-Demand Company (Ride Hailing)
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 07
Abstract
Driven by social mission and mandate of government towards Sustainable Development Goals (SDG), one of the leading Indonesia ride-hailing company (INDOJEK) has launched and run a drivers’ welafe program named ProDrivers. The program is supposed to reducing drivers’ expenses. In this research, author attempts to crack the dilemma, specifically the ProDrivers program, to not only creating social impact, but also generating a sustainable social business that can provide unlimited resource to sustain INDOJEK social initiative to drivers. Author has used mixed-method in deploying this research, both qualitative and quantitative. Data collection was conducted to both drivers (as ProDrivers beneficiaries) and internal ProDrivers team (as strategist and executor of ProDrivers program), through survey, interview and focus group discussion (FGD). Using theories, such as 9 core elements of marketing and marketing mix (7Ps) which provide insight on how to improve ProDrivers program adoption, and internal marketing to understand to which extent ProDrivers program has delivered to drivers. Aside of it, author also uses some tools, such as New Wave of Marketing to facilitate marketing improvement. Revenue Model to find alternatives which ProDrivers can earn income and also Social Business Model Canvas to discover new business model
Authors and Affiliations
Imanuel Bong,
Keywords
Related Articles
- EP ID EP740973
- DOI 10.47191/ijcsrr/V7-i7-81
- Views 22
- Downloads 0
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