Expansion of MO-TRAX Into the Philippines

Expansion of MO-TRAX Into the Philippines

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  • Teaching Notes
Abstract

The Indonesian technology startup MO-TRAX had become a market leader for on-demand services in Southeast Asia. However, the company began to face increasing competition and as MO-TRAX struggled to sustain its position, management recognized that further expansion was vital. MO-TRAX had already expanded to Vietnam, Singapore, and Thailand, but faced setbacks while attempting to introduce the company’s ride-hailing service to the Philippines. Two options then emerged for penetrating the Philippines market: expand MO-TRAX’s ride-hailing service, MO-CAR and MO-CAB, or bring their digital payment service, MO-PAY, into the Philippines.

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