ABCC-2021-005: ComfortDelGro Taxi: Riding the Headwinds

Category: Marketing

Abstract: ComfortDelGro Taxi, the leading taxi company in Singapore, was established in 1970 as NTUC-Comfort Taxi. Starting from 2012, the company began facing increased competition from third-party ride-hailing (TPH) companies like Grab and Gojek, whose respective market capitalisations far exceeded its own. The challenge posed by these new entrants was unprecedented. In 2020, the Covid-19 pandemic dealt a further blow to the company within an already tough operating environment. Meanwhile, a new regulatory framework for the point-to-point transport industry was implemented by the Land Transport Authority. Meanwhile, commuters appear to have embraced TPH companies. How should ComfortDelGro Taxi meet these challenges?

ABCC-2021-005: “ComfortDelGro Taxi: Riding the Headwinds”