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THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:
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TABLE OF CONTENTS
TITLE PAGE Page
RESEARCH ORIGINALITY STATEMENT
CURRICULUM VITAE
ACKNOWLEDGEMENTS....................................................................................... i
ABSTRACT........................................................................................................... iii
TABLE OF CONTENTS ........................................................................................ v
LIST OF TABLES.................................................................................................... x
LIST OF FIGURES............................................................................................... xii
LIST OF ATTACHMENTS................................................................................. xiii
CHAPTER I INTRODUCTION
1.1 Background of the Study .......................................................... 1
1.2 Problem Statement ..................................................................... 7
1.3 Objectives of the Research ........................................................ 8
1.4 Significance of the Research .................................................. 8
1.4.1 Practical Benefits...................................................................... 8
1.4.2 Academic Benefits....................................................................8
1.5 Scope and Limitations ............................................................... 9
CHAPTER II THEORETICAL FRAMEWORK
2.1 Literature Review ....................................................................... 10
2.2 Marketing ........................................................................... 11
2.3 Customer Buying Decision Process ...................................... 11
2.4 Marketing Strategy ..................................................................... 13
2.4.1 Segmentation ...................................................................... 14
2.4.2 Targeting ............................................................................. 15
2.4.3 Positioning........................................................................... 15
2.5 Competitive Advantage Marketing Strategies…...............16
2.5.1 Competitor Analysis........................................................... 17
2.5.2 Competitive Strategies.........................................................17
2.5.2.1 Competitive Position Strategy............................................. 18
2.5.2.2 Competitive Moves Strategy................................................ 19
2.6 Marketing Mix ................................................…….……….. 21
2.7 Integrated Marketing Communications ………………...... 23
2.8 Marketing Communications Mix ……………….................. 24
2.9 Marketing Communication Strategy Planning…….……… 30
2.9.1 Strategic Planning Process................................................... 30
2.9.2 Marketing Communication Strategy Planning..................... 31
2.10 Conceptual Framework …………......................................... 37
2.10.1 Conceptualization.................................................................... 37
2.10.1.1 Research Question 1, To Analyze and Make an Opinion of
The Market Leader Strategy Being Used by Blue Bird Taxi to Maintain Market Leader Position .................................................................. .... 37
2.10.1.2 Research Question 2, To Analyze and Make an Opinion of
Identify the Marketing Communications Strategy use to
Communicate a Better Value over a Higher Price................ 39
2.10.1.3 Research Question 3, To Analyze and Make an Opinion of
The Marketing Communications Mix used........................ .... 41
2.10.2 Frame of Reference.................................................................. 42
CHAPTER III RESEARCH DESIGN AND METHODOLOGY
3.1 Research Design and Method ................................................ 44
3.2 Data Generation Procedure .................................................... 46
3.2.1 Depth Interview .................................................................... 46
3.2.2 Observation ............................................................................... 48
3.2.3 Document Review .................................................................... 50
3.3 Data Generation Schedule ...................................................... 50
3.4 Data Analysis Procedure ......................................................... 50
3.4.1 Transcribes ……………………………............................. 51
3.4.2 Read The Transcribes ………………………................... 51
3.4.3 Coding…………………....................................................... 51
3.4.4 Categorization....................................................................... 52
CHAPTER IV RESEARCH ANALYSIS
4.1 Blue Bird Group Company Profile ................................................................ 53
4.1.1 Blue Bird Group Vision and Mission ..................................... 54
4.1.2 Blue Bird Group Regular Taxi Service .................................. 55
4.1.3 Blue Bird Group Corporate Image Department .................... 56
4.2 Research Findings and Analysis....................................... . .... 57
4.2.1 Research question one, To Analyze and Make an Opinion of
The Market Leader Strategy Being Used by
Blue Bird Group Taxi............................................................. ..... 58
4.2.1.1 Marketing Strategy Analysis................................................... .. 58
4.2.1.2 Competitive Advantage Marketing Strategies Analysis....... 66
4.2.1.3 Marketing Mix Analysis.............................................................. 77
4.2.2 Research question two, to analyze and make an opinion of
Marketing communication strategy use to communicate a
Better valued over higher price.......................................... 100
4.2.2.1 Marketing Communication Planning Process Analysis...... 100
4.2.2.2 Marketing Communication Strategy Plan Analysis............. 102
4.2.3 Research question three, to analyze and make an opinion
Of the Marketing communication mix used........................ 123
4.2.3.1 Sales force or Personal Selling Analysis.............................. 123
4.2.3.2 Advertising Analysis.................................................................124
4.2.3.3 Sales Promotion Analysis....................................................... 126
4.2.3.4 Direct Marketing Analysis........................................................127
4.2.3.5 Public Relations Analysis........................................................ 127
4.2.3.6 Sponsorships Analysis............................................................ 129
4.2.3.7 Exhibition Analysis................................................................... 131
4.2.3.8 Corporate Identity Analysis......................................................132
4.2.3.9 Packaging Analysis..................................................................134
4.2.3.10 Point-of-Purchase and Merchandising Analysis................. 134
4.2.3.11 Word of Mouth Analysis............................................................135
4.2.3.12 Internet and New Media Analysis........................................... 137
4.2.4 Observation Result of Blue Bird Group
Corporate Image Department..................................................140
CHAPTER V CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion 145
5.1.1 Research question one, to analyze and make an opinion
of the market leader Strategy being used by
Blue Bird Group taxi........................................................... 145
5.1.2. Research question two, to analyze and make an opinion of
The Marketing communication strategy use to communicate
A Better valued over higher price....................................... 147
5.1.3. Research question three, to analyze and make an opinion of
The Marketing communication mix used....................... 149
5.2 Recommendations............................................................ 152
5.2.1 Academic Recommendations........................................... 152
5.2.2 Practical Recommendations.............................................. 152
BIBLIOGRAPHY........................................................................................ 155
