PENERAPAN STRATEGI PEMASARAN JASA TRANSPORTASI
TAKSI KONVENSIONAL BLUE BIRD DALAM
MENGHADAPI PERSAINGAN JASA
TRANSPORTASI BERBASIS
APLIKASI ONLINE
DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
PRABAWATI, DWI KARYAYURIS
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-09-04 06:07:04
Abstract :
This study was analyzed and explained the applicati on of marketing strategy on increasing transportation services of Blue Bird conventional t axi while facing transportation services competition based online applications in Surabaya. Focus of this study is conventional taxi company, Blue Bird in Surabay. As a research framew ork, this study has been used phenomenological qualitative approach. Data collect ed from operational and marketing manager of Blue Bird taxi (1 person), driver (10 pe rsons), and customers (10 persons). Observation, documentation and interview have been structured by the open questions to get full information. The results showed that the marke ting strategy on transportation services of Blue Bird taxi consists of services, price, distribu tion, promotion, person, physical evidence and the process which could impact to the company p erformance still not going well in facing transportation services competition based online ap plications. In case of distribution strategy, persons, physical evidence, and process have been v ery well but in case of product strategy, services, price and promotions still in weak condit ion. Key words: Marketing Strategy, Company Performance, Transport ation Services of Conventional Taxi, Phenomenological Qualitative App roach
This study was analyzed and explained the applicati on of marketing strategy on increasing transportation services of Blue Bird conventional t axi while facing transportation services competition based online applications in Surabaya. Focus of this study is conventional taxi company, Blue Bird in Surabay. As a research framew ork, this study has been used phenomenological qualitative approach. Data collect ed from operational and marketing manager of Blue Bird taxi (1 person), driver (10 pe rsons), and customers (10 persons). Observation, documentation and interview have been structured by the open questions to get full information. The results showed that the marke ting strategy on transportation services of Blue Bird taxi consists of services, price, distribu tion, promotion, person, physical evidence and the process which could impact to the company p erformance still not going well in facing transportation services competition based online ap plications. In case of distribution strategy, persons, physical evidence, and process have been v ery well but in case of product strategy, services, price and promotions still in weak condit ion. Key words: Marketing Strategy, Company Performance, Transport ation Services of Conventional Taxi, Phenomenological Qualitative App roach
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