Tag Archives: Research

Thesis: The Marketing Communication Strategy of Blue Bird Taxi

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:

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Introduction

How does a company create a marketing strategy, marketing communication (marcom) strategy or become the market leader? How can you create one and what are the steps?

Every company tries to sell their product or services and maximize their revenue. However, the market nowadays is very dynamic and becomes more and more competitive. You need to find your customers/ consumers and communicate to them. This can be done strategically by using a set of guidelines.


Hey everybody!… welcome to this blog post.


The following series of blog is my thesis that I wrote when I was studying at the Post Graduate Program, The London School of Public Relations – Jakarta. My thesis adviser was Mr. Tunggul Pannindriya. This thesis is a case study about how Blue Bird Taxi created their marketing communication strategy to maintain their market leadership in 2010 – 2011. 

In general, the steps in order to come up with the strategy plan are:

  1. Background study, Problem Statement & Objective
  2. Marketing Strategy  : Segmenting, Targeting & Positioning
  3. Competitive Advantage Marketing Strategies: Competitor Analysis, Competitive Strategies, Competitive Position Strategies, Competitive Move Strategy
  4. Marketing Tactics/ Marketing Mix  : Product, Price, Promotion, Placement, People, Process & Physical Evidence.
  5. Marketing Communication Strategy: Marcom Plan & Marcom Mix
  • Marcom Plan  : Identify Target Audience, Analyze SWOT, Determine Marcom Objective, Develop Strategies & Tactics, Determine The Budget, Evaluate Effectiveness
  • Marcom Mix    : Sales Force, Advertising,  Sales Promotion, Direct Marketing,  Public Relations, Sponsorship, Exhibition, Corporate Identity, Packaging, Point of Purchase, Word of Mouth, Internet

On my thesis you can see the above theory applied in detail to my topic. For more explanation, please read it on this blog. On the top of this post you can find a list of blog links corresponding to this. 


At first when I was writing my thesis I was going to use the SOSTAC theory by Paul Smith. However, one of my lecturers mentioned that the theory is copyrighted so I cannot use it and had to change it so I used the one mentioned above. I was disappointed but got over it 🙂


Fyi, SOSTAC is the abbreviation of Situation, Objective, Strategy, Tactic, Action and Control. The system can be used to create any kind of strategy besides marketing and marcom. I think it’s very efficient and easy to remember.


I hope you find this post useful. I look forward to hearing your comments. 🙂



Here is the front page cover:

 

THE MARKETING COMMUNICATION STRATEGY OF
BLUE BIRD TAXI TO MAINTAIN MARKET LEADER POSITION
AFTER USING THE HIGHEST TARIFF

THESIS

 Presented by:

                   Name                           :  Ferlin Marcini Reynaldo M.

                   Student ID               :  1660.302.2008

                   Concentration      :  Marketing Communication

In Partial Fulfillment of the Requirements for

The Magister Ilmu Komunikasi Degree

MASTER OF ARTS IN COMMUNICATION STUDIES

lspr

The Postgraduate Programme of

Sekolah Tinggi Ilmu Komunikasi

The London School of Public Relations – Jakarta

JAKARTA

APRIL, 2011 

Strategic Issues Management: The Indonesian National Police (POLRI) Image Restoration Program

Do you or your institution have a public relation issue problem? How do you solve it? What are the steps you have to go through?


Everyday there are people, institution, products that are having PR issues such as workers going on strike, a product being labeled as toxic, a President having an affair and many others. All this issues can cause people that are your public to lose trust in you. If it is left not managed, then the business side will also suffer such as decline in sales and stock value. This issues needs to be managed strategically.



Hey everybody!,… welcome to this blog post.


The following series of blog is the final assignment that I did in order to get a certificate in Strategic Issues Management from Edith Cowan University. My class was taught by Mrs. Ida Bayuni & Mr. Kim Harrison at the Post Graduate Program, The London School of Public Relations – Jakarta.

 

This course is about how an institution can handle their public relation issues by using a set of guidelines to come up with a strategy plan. The steps in order to come up with plan are:

  1. Background
  2. Issue identification
  3. Related organization
  4. Identifying the public
  5. Potential life cycle of the issue
  6. Communication Management Plan


The Communication Management Plan is breakdown into a couple of sections, which are:

  1. Problem
  2. Situation analysis
  3. Goal
  4. Primary focus component of the plan
  5. Objective
  6. Strategy & tactic
  7. Creative persuasive strategy
  8. Evaluation
  9. Timeline
  10. Budget

In the paper assignment that I made, you can see these guidelines being applied to an issue as a case study. I chose a topic which was current at the time I was taking the course during the year 2009. The topic was about the issue POLRI, The Indonesian National Police, was having specifically about a high ranking police officer that was involve in a high profile murder case. In general  POLRI’s image is not trusted by society as a law enforcer because people view them as corrupt.


For more explanation about the strategic issues management that I have written, please read it on this blog. On the bottom of this post you can find a list of blog links corresponding to this. 


I hope you find this post useful. I look forward to hearing your comments. 🙂

 

Here is the front page cover:

 

 

STRATEGIC ISSUES MANAGEMENT

INTERNATIONAL EXAMINATION

 

 

Stage III

 

                                 

THE INDONESIAN NATIONAL POLICE (POLRI)

IMAGE RESTORATION PROGRAM    

 

 

 Prepared by:

Ferlin Marcini R. Mogot

2005.09.0009

 

Class:

Post Graduate Program Acceleration IIIB Honor

 

 

JAKARTA

2009

 

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Blog Links

Strategic Issues Management: The Indonesian National Police (POLRI) Image Restoration Program: