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
- List of Tables : Part 4A
- 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, part 18,
- Chapter III : part 19, part 20, part 21
- Chapter IV : part 22, part 23, part 24, part 25, part 26, part 27, part 28
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(chapter IV continued)
5.
People Analysis
The theory mentions that people are part of
the services mix. People include staff, customer and frontline service
personnel that play a part in the delivery of service and influence the buyer’s
perception. The staff involve is the customer service especially the call
center staff of the company.
Based on the findings on the internet, BBGT
call center has won CCSEI 2009 call center awards as the first position with a
good index while Express was the fourth
position. In terms of customer, there are more people recommending BBGT through
word of mouth then Express taxi. In terms of front liner service, BBGT drivers
are known to be more trusted and polite compare to Express taxi as evident
through the findings of IMAC awards where BBGT won first place in 2009 and 2010
over Express. The findings from the taxi user respondent interviewed also
mentions BBGT drivers are better in the following findings:
“For safety, BBGT are better. Polite, BBGT are better. Comfort, BBGT are
better”
(Natalia, employee, question no.2)
“BBGT because is
safe, phone orders are fast, polite drivers, and uses the shortest route.
Express because at the time there weren’t any BBGT.” (Novita, freelance model, question no.2)
“BBGT if I want
comfort and safety like when going home at night, very urgent matters like
going to the airport and ordering by phone” (Maria, employee, question no.2)
The
following is the author’s analysis. Base on the findings of the interview and document review,
BBGT has a better people service than Express.
6.
Process Analysis
Process is part of the services mix. This
includes all the actual procedures and activity flows through which service is
delivered. The organization’s operating system and the service delivery system
are included in this process.
The findings from the interview with the BBG
staff and drivers are as follows. One of the main differences in operation
system of BBGT and Express is that BBGT use a commission system and Express
uses the car ownership system. In BBGT, the drivers are required to achieve a
daily minimum income sale of five hundred thousand rupiah per day and required
to work 20 days a month. If the driver does not achieve minimum sales then they
will be penalize through a point system and not penalize to pay cash or debt.
If BBGT driver achieve more than five hundred thousand rupiah, they will get a
commission. Car maintenance is taken cared
by the company making BBGT cars well maintained. However there is high turnover
rate of drivers because the point system is very strict. This makes BBGT hires
a lot of new inexperience drivers which sometimes does not know the street
route of Jakarta.
With Express taxi, the drivers are attached
to a car ownership contract which requires them to achieve minimum sales per
day. If they achieve more, then it becomes their bonus. If they don’t make the
minimum in that day then they will have to make it up on the following day. The
drivers are responsible for the car maintenance which makes Express vehicles
not well maintained. The drivers that are behind their minimum have to work
harder. Sometimes if the drivers are sick, they will ask someone from outside of
the company to fill in as the substitute driver.
The author’s
analysis based on the findings of the interview is that BBGT has a better process service
than Express because BBGT system makes their driver not to burden by minimum
sales thus making the drivers having a better attitude in servicing their
customer.
7.
Physical Evidence Analysis
This is the environment in which the service
is delivered, as well as the boundary at which the company and the customer
interact. It also includes the tangible aspects of delivering the services or
communicating the service. In taxi services this includes the car and drivers.
Based on the observation, BBGT cars are
clean and well maintain compare to Express vehicles such as not having a lot of
scratches and dents. The BBGT drivers use a batik uniform and are better
grooming then Express.
The author’s
analysis based on the observation is that BBGT has better physical evidence
The marketing mix
analysis summary of BBGT can be seen on Table 4.4.
Table
4.4
Summary
of BBBT Marketing Mix Compared to Express Taxi
1. Product
Marketing Tools
|
Variety:
-
BBGT has only
one type of regular taxi
- Analysis BBGT variety is the same as Express taxi.
Quality
-
Includes the
driver service, car maintenance, and call center or distribution order.
-
Analysis BBGT
is better than Express taxi.
Design
- BBGT & Express uses new Limo car but some old Limo
too
-
Analysis BBGT
is better than Express taxi.
Features
- BBGT uses GPS on some cars, a call center ordering
system, EDC payment on some taxis, voucher payments and SMS order
- Express
has 200 units taxi with EDC and 100 units with LCD
TV.
-
Analysis BBGT
is better than Express taxi.
Brand
name
-
BBGT has Top
Brand index of 59,9% & Express Group 7,5%
-
Analysis BBGT
is better than Express taxi.
Packaging
- BBGT has a clean design taxi.
- Express taxi is clean but can have advertisement
Services
- BBGT
has won a service awards for accessibility, process, people, handling
complaints, and quality output.
- Express
taxi doesn’t have any service awards
-
Analysis BBGT
is better than Express taxi.
Warranties
- BBGT has a better lot testimony regarding lost and
found service and Express taxi has only one.
-
Analysis BBGT
is better than Express taxi.
|
2.
Price Marketing Tools
|
List
Price
- BBGT uses the highest list price and Express taxi
uses the lowest list price
- Express has a better lower price.
Discounts
: n.a
Allowances
: n.a
Payment period:
n.a
Credit terms:
- BBGT uses the EDC payment system and credit vouchers
- Some Express taxi uses the EDC
- Analysis BBGT is better than Express taxi
|
3.
Place Marketing Tools
|
Channels:
- BBGT does not use intermediaries instead uses call
center and vouchers registration to sell directly
- Express also does not use any intermediaries instead
uses their call center to sell directly
- Analysis BBGT is better than Express taxi
Coverage:
- BBGT has 11000 taxis to cover Jakarta area
- Express has 3000 taxi in Jakarta
- Analysis BBGT is better than Express taxi
Assortments :
n.a
Locations:
- BBGT has 250 outlets in Jakarta
- Express has 15 outlets in Jakarta
- Analysis BBGT is better than Express taxi
Inventory:
- BBGT has an automated distribution system
- Express has manual distribution system
- Analysis BBGT is better than Express taxi
Transport:
- BBGT delivers their order with automated
distribution system
- Express delivers their order with a manual
distribution system
- Analysis BBGT is better than Express taxi
|
4.
Promotion Marketing Tools
|
Advertising:
- BBGT uses magazine, TV, radio,
billboard, sponsorship
- Express tries to copy BBGT promotions
Sales
Promotions : n.a.
Personal
selling:
- BBGT tries to increase credit voucher registration
- Express does not use personal selling
Publicity:
- BBGT
uses publicity and has a division to manage publicity
- Express
uses publicity but does not have a specific division to manage publicity
Analysis
of Promotion: neither company is better. Both are just different
|
5.
People
|
Staff:
- BBGT Call Center won the call center award as no.1
- Express no.4
- Analysis BBGT is better than Express taxi
Customers:
- BBGT customers recommends BBGT to others
- Express customers recommendation are less
- Analysis BBGT is better than Express taxi
Front-liners:
- BBGT drivers are more safe and polite plus winning
IMAC award 2009 & 2010
- Express drivers are good but not better than BBGT.
Express is no.2 in the IMAC award
- Analysis BBGT is better
|
6.
Process
|
- BBG uses a commission system for their
drivers
- Express uses a car ownership program
- Analysis BBGT
driver are better in servicing
|
7.
Physical Evidence
|
- BBGT cars are well maintain and drivers
are properly groom
- Express cars has more scratches and dents
and the drivers grooming are adequate
- Analysis BBGT is
better
|
