Focus: Case Study “Didi”:https://www.didiglobal.com/orhttps://www.didiglobal.com/about-didi/about-us
09.08.2020: (there seem to be some troubles with Didi's global website; until this is resolved you might want to get some information from its Australia website:https://www.didiglobal.com/au/index.htmlAND other sources of information about Didi's global operations). /
(It also works better to access the website via Internet Explorer than Chrome or Mozilla). see below for alternative sources of info:
Internationalization happens in all directions. This individual assignment fosters your understanding of how companies originating from China expand into foreign markets.
Your task is to analyze how Didi Chuxing could enter the Indonesia market for mobility solutions in 2021 and make a recommendation to the Chairman of the company.
Specific Task:
- Study the business model of Didi with respect to mobility solutions.
- Analyze its internationalization activities so far:
- Where have they gone? Why?
- How successful have they been in these countries? Why (not)?
- Analyze the Indonesian market for personal mobility services:
- Who are the players offering already mobility services in Indonesia?
- How do their business models look like? Which kind of mobility requirements are most in demand in Indonesia?
- Develop a business model for Didi in Indonesia
- Develop a market entry strategy for the years 2021-2023 (3 years); describe the key activities and expected outcomes to implement the business model you developed for Didi in Indonesia.
Please write your report for the Chairman of Didi Chuxingwith a clear recommendation whether you recommend a market entry in 2021 or not based on the analysis, business model and market entry concept work you have done as described above.
It is not required to include all of your work from above into the report but only what the Chairman of Didi needs to know to understand your recommendation.
You might want to get inspired by Jeff Bezos’ 6-page narrative memo for your report
https://blog.aboutamazon.com/company-news/2016-letter-to-shareholders
INPUTS ON AMAZON’S SIX-PAGE NARRATIVE MEMO:
Creating Good Ideas: Clear Thinking Is Clear Writing
At Amazon, instead of asking his senior leaders to brainstorm great ideas for the company, Bezos asks them to submit six-page, dense, narratively structured memos. He then often holds a silent meeting, where senior leaders table read these memos, prior to starting a discussion. At Amazon, the memo format allows every meeting where ideas are presented to turn into a deep debate of the idea's relative costs and merits. This kind of criticism is even built into the memos themselves.
https://slab.com/blog/jeff-bezos-writing-management-strategy/
A few years ago, Brad Porter, Amazon’s VP of Robotics, quoted Bezos on this:
‘The traditional kind of corporate meeting starts with a presentation. Somebody gets up in front of the room and presents with a PowerPoint presentation, some type of slide show. In our view you get very little information, you get bullet points. This is easy for the presenter, but difficult for the audience. And so instead, all of our meetings are structured around a six-page narrative memo … If you have a traditional PPT presentation, executives interrupt. If you read the whole six-page memo, on page 2 you have a question but on page 4 that question is answered.’
https://www.anecdote.com/2018/05/amazons-six-page-narrative-structure/
There is no single format of the Amazon 6-page narrative memo but a general structure might look like that:The six-page narratives are structured like a dissertation defense:
The context or question
Approaches to answer the question – by whom, by which method, and their conclusions
How is your attempt at answering the question different or the same from previous approaches
Now what? – that is, what’s in it for the customer, the company, and how does the answer to the question enable innovation on behalf of the customer?
http://blog.idonethis.com/jeff-bezos-self-discipline-writing/
STRUCTURE OF THE 6-PAGE NARRATIVE MEMO (max. 3000 words)
The specific structure is part of your assignment. You have to decide about what makes most sense when structuring the your report like a 6-page narrative memo (given the 3000 words requirements, it can be obviously longer than just 6 pages).
However, you might want to consider the following elements as a starting point for your structure.
Who is/are the decision-maker(s) who will read the memo?
What is the specific decision you want them to make?
From the decision-maker(s)’ perspective, what do they need to know, in which sequence to make an informed decision.