To get a better understanding about this, please start reading from the first post of the series.
THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:
- Part 1 : Introduction & Book Cover
- Part 2 : Research Originality Statement and Acknowledgement
- Part 3 : Abstract
- Part 4 : Table of Contents
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(Chapter I continued...)
BBG
maintain their market leader position because of their competitive advantages,
including quality service, brand image and the size of their armada. These
following features also add to BBG competitive advantage, including electronic
payment, GPS order distribution, voucher payment, lost & and found services.
To the customers, BBG main competitive advantages compared to other taxis are the
trusted drivers and availability.
This
research is interested in finding out the marketing communication strategy of
BBG taxi after they change their price strategy and started using the highest
tariff price, and successfully maintains their market leader position. What are
the marketing strategies and tactics use? How and which department develops the
strategy? What marketing communication strategy are used to influence people to
keep using Blue Bird taxi compare to other taxis that has a lower price? These
questions will be answered in the next subtopic and explanation.
1.2
Problem Statement
After describing BBG background and the
reason why the researcher choose this topic, here is the problem statements of
this research study:
“What is the marketing communication strategy
used by Blue Bird Taxi to maintain market leader position after using the
highest tariff?”
1.3
Objectives of the Research
The
objective of this research is to:
- To analyze and
make an opinion of the market leader strategy being use by Blue Bird Group
to maintain market leader position.
- To analyze and
make an opinion of the marketing communication strategy use to communicate
a better value over higher price.
- To analyze and
make an opinion of the marketing communication mix being use.
1.4 Significance
of the Research
1.4.1 Practical Benefits
This
research can be used in a practical manner and implemented by a company that is
a market leader and company using the highest price strategy in another
industry. This research finding can also be used by Blue Bird Group Taxi as a
reference for developing a marketing communication strategy in the future.
1.4.2 Academic Benefits
From
the academic perspective, this research is expected to benefit everyone who
wants to know about marketing communications strategy regarding communicating value
over a high price. Also, this research will benefit those who want to make
another comprehensive research about the impact of communication in marketing a
product or services.
1.5 Scope
and Limitations
In
accomplishing these analyses, this research has scopes of studies. These scopes
are:
1.
This research focuses on marketing
communication. The marketing strategy presented here is only to support the
marketing communication strategy research.
2.
This research focuses on researching Blue Bird
Group regular taxi services.
3.
The research focuses on marketing communication
to Blue Bird Group Taxi customers and not to the internal staff
4.
The location of the research is in Jakarta where
the Blue Bird Group headquarters are located and where BBG has the most armada.
5.
The timeline of the study for the thesis will be
done in 8 months from June 2010 to February 2011.
