Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 17)

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:

• Introduction & Book Cover   : Part 1
• Research Originality Statement and Acknowledgement   : Part 2
• Abstract                                          : Part 3
• Table of Contents                          : Part 4

• Chapter I       : part 5, part 6, part 7
• Chapter II      : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17

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(Chapter II continued...)


2.10    Conceptual Framework
The issues of this research will be explain by using presenting a conceptualization and then the emerged frame of reference developed from the research question from chapter I. 

2.10.1 Conceptualization
Miles and Huberman (1994) state that a conceptual framework explains, either graphically or narrative form, the main dimensions that are going to be studied. In order to collect data and answer the research questions, a conceptualization of the literature review should be presented. 

2.10.1.1 Research Question One, to analyze and make an opinion of the market leader strategy being used by Blue Bird Taxi to maintain market leader position.
            To answer this question we will look at four theories including:
1.    Marketing Strategy (Kotler & Keller, 2006) (Kotler et al., 1999)
2.    Competitive Advantage (Kotler et al., 1999)
3.    Marketing Mix (Kotler et al., 1999) 

A. The Marketing Strategy (Kotler & Keller, 2006) includes

Table 2.1
The Marketing Strategy Indicators

1.    Segmentation	-       Geographic factors (countries, regions, cities) -       Demographic factors (sex, age, income, education) -       Psychographic factors (social classes, lifestyles) -       Behavioral factors (purchase occasions, benefits sought, and usage rates). -       Customers who care mainly about price & operating economy.
2.    Targeting	Selecting the market segments
3.    Positioning (Kartajaya,2010)	4C’s, Positioning Statement Elements, Tag line

B. Competitive Advantage (Kotler et al., 1999)
Compares the value, prices and benefits of the competitors including products, prices, channels and promotion.

Table 2.2

Competitive Advantage Indicators

1. Competitor Analysis	·         identifying key competitors ·         assessing competitors objectives ·         assessing competitors strengths and weaknesses ·         assessing competitors strategies ·         assessing competitors reaction patterns ·         Selecting which competitors to attack or avoid.
2. Competitive Strategies	1.    Competitive Position Strategy includes -       Operational Excellence -       Customer Intimacy -       Product Leadership
	2.    Competitive Moves Strategy Market leader strategy includes: ·         Expand total demand. ·         Expand its market share. ·         Reducing its costs. ·         Protect its market share through good defensive and offensive actions.

C. Marketing Mix (Kotler et al., 1999) & (Botha et al., 2007)

Table 2.3

The Marketing Mix plus the Service Mix Indicators

1.    Product	Variety, quality, design, features, brand name, packaging, services and warranties.
2.    Price	List price, discounts, allowances, payment period and credit terms.
3.    Place	Channels, coverage, assortments, locations, inventory and transport.
4.    Promotion	Advertising, promotions, personal selling and publicity.
5.    People	The staff, the customer, and the front-line service personnel.
6.    Process	The organization’s operating system and the service delivery system are included in this process.
7.    Physical evidence	The environment, the boundary, the tangible aspects.