Seminar Report: Media Revolution, The New Era of Media (1)

This is the final report for the STIKOM LSPR seminar that I did with my team 'Media Revolution Seminar, The New Era of Media' in December 2008. Hopefully this report will be useful for people that wants to make a seminar or an event report.

Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 28)

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
• 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)

Thesis: The Marketing Communication Strategy of Blue Bird Taxi... (Part 23)

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
• 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

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(chapter IV continued)

4.2       Research Findings and Analysis

After collecting the research data, the author will analyze the reply of the interview according to the problem statement of the research. The following are the description.

4.2.1   Research question one, to analyze and make an opinion of the market leader strategy being used by Blue Bird Group taxi.

4.2.1.1 Marketing Strategy Analysis     

Based on the theory by Kotler & Keller (2006), marketing strategy includes segmentation, targeting and positioning. Based on the interview with BBG Corporate Image Department team, the author will present the findings.

A. Segmentation

The following are the findings of the segmentation of Blue Bird Group Taxi based on the interview with Kanti Saraswati, Marketing Communication staff (question no.3); interview with Tony Liandouw, the Corporate Image Manager (question no.27); and from BBG website:

a.    Geographic   : Greater Jakarta