SOLVING CONVENTIONAL TAXI PROBLEMS IN COMPETING WITH ONLINE-BASED TRANSPORTATION CASE STUDY GEMAH RIPAH TAXI IN BANDUNG

• Main Author: MASSUDI, NANIAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23436
• Institution: Institut Teknologi Bandung

ii <br /> <br /> <br /> <br /> SOLVING CONVENTIONAL TAXI PROBLEMS IN COMPETING WITH <br /> <br /> <br /> <br /> ONLINE-BASED TRANSPORTATION <br /> <br /> <br /> <br /> CASE STUDY GEMAH RIPAH TAXI IN BANDUNG <br /> <br /> <br /> <br /> Nanian Massudi <br /> <br /> <br /> <br /> Date of Passing of Final Test (6/21/2017) <br /> <br /> <br /> <br /> Date of Graduation Ceremony (10/ /2017) <br /> <br /> <br /> <br /> Master’s Programme, Bandung Institute of Technology, 2017 <br /> <br /> <br /> <br /> Final Project Advisor: Ir. John Welly, MSc <br /> <br /> <br /> <br /> ABSTRACT <br /> <br /> <br /> <br /> The objectives of this research is trying to analyse and recommend solution to helping <br /> <br /> <br /> <br /> Gemah Ripah Taxi competes with online-based transportation. Gemah Ripah Taxi is a <br /> <br /> <br /> <br /> conventional taxi brand in Bandung under PT. Tara Megah Muliatama. Gemah Ripah <br /> <br /> <br /> <br /> Taxi is a family owned company and began operating on January 8, 1995. The existence <br /> <br /> <br /> <br /> of online-based transportation in Bandung caused a decline in the number of taxi <br /> <br /> <br /> <br /> customer include Gemah Ripah Taxi. Since August 2016 Gemah Ripah Taxi experience <br /> <br /> <br /> <br /> decreasing in revenue about 60%. To develop solution for Gemah Ripah Taxi in facing <br /> <br /> <br /> <br /> the business issue, the methodology used in this research is case study research based on <br /> <br /> <br /> <br /> qualitative. Data collected through interview, observation, and from secondary data and <br /> <br /> <br /> <br /> compiled those data into business model canvas comparison between Gemah Ripah <br /> <br /> <br /> <br /> Taxi and online-based transportation, SWOT analysis, internal factor evaluation (IFE) <br /> <br /> <br /> <br /> and external factor evaluation (EFE), and Kotter’s 8 Steps Model for Leading Change. <br /> <br /> <br /> <br /> Comparison between the current business model canvas of Gemah Ripah Taxi and <br /> <br /> <br /> <br /> online-based transportation is done to find a picture of an efficient business model <br /> <br /> <br /> <br /> which also can meet the required value by customer to make Gemah Ripah Taxi can <br /> <br /> <br /> <br /> compete with online-based transportation. Internal External (IE) matrix and SWOT <br /> <br /> <br /> <br /> matrix are used to generate alternative strategies for Gemah Ripah Taxi. Kotter’s 8 <br /> <br /> <br /> <br /> Steps Model for Leading Change is used as a tool to guide the implementation of <br /> <br /> <br /> <br /> alternative strategies from SWOT matrix and Internal-External matrix. Based on <br /> <br /> <br /> <br /> business model comparison between Gemah Ripah as conventional taxi with Uber <br /> <br /> <br /> <br /> which is online-based transportation, in terms of value offered online-based <br /> <br /> <br /> <br /> transportation is better and more efficient in terms of efficiency. Alternative solution for <br /> <br /> <br /> <br /> Gemah Ripah Taxi generates from Internal Factors Evaluation (IFE) and External <br /> <br /> <br /> <br /> Factors Evaluation (EFE) in Internal External (IE) matrix is harvest or divest. Based on <br /> <br /> <br /> <br /> four types of strategies are developed on SWOT analysis, most of the alternative <br /> <br /> <br /> <br /> strategy suggest Gemah Ripah Taxi to making online booking system and cooperating <br /> <br /> <br /> <br /> with online-based transportation that has been operating in Bandung. Author suggests <br /> <br /> <br /> <br /> for Gemah Ripah Taxi to start establishing coopetition or strategic partnerships with <br /> <br /> <br /> <br /> competitors. The coopetition build by establishing cooperation with online-based <br /> <br /> <br /> <br /> transportation that already exist in Bandung. The second solution suggested by author <br /> <br /> <br /> <br /> is selling the 308 of 513 cars owned by Gemah Ripah Taxi, and third solutions suggest <br /> <br /> <br /> <br /> is Gemah Ripah Taxi need to implement rotational tour of duty.