MARKETING MIX RECCOMENDATION IN APPLYING THE HYBRID SYSTEM FOR THE BANDUNG SOEKARNO HATTA AIRPORT ROUTE IN TRIJAYA TRANSPORT

• Main Author: Yoga Sembada (NIM 29105001), Agung
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5669
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> The impressive growth of the travel industry, including the Bandung Soekarno Hatta Airport route brings forth unprecedented levels of competitiveness among travel companies. Among the immediate impact of this was the urgency to innovate to maintain a company s profitability <br /> <br /> <br /> <br /> <br /> In keeping with this, Trijaya Transport plans to develop a new system which incorporates the benefits of both system currently known in the industry. This hybrid system will offer the combination of Point to Point benefits which are low prices as well as punctuality with Door to Point benefits which is luxurious comfort. <br /> <br /> <br /> <br /> <br /> This final project uses Porters five forces to discover the various business factors which will have impacts on Trijayas plan to implement its hybrid system. These factors were then incorporated into a Threat Opportunity Weakness Strength framework in order to identify a set of potential opportunities and barriers Trijaya will be likely to face when implementing the hybrid system. The final step is to incorporate these opportunities and barriers into a New Product Development Process framework to design a model for the marketing mix strategy to initiate when implementing the hybrid system. <br /> <br /> <br /> <br /> <br /> The research suggested the hybrid system to take the form of a vehicle servicing many pick-up points much like a train or subway rather than just one pick up point before heading to its final destination. There are seven reccomended points, divided into two zones to ensure an acceptable travel time. The reccomended price is Rp 90,000. The suggested promotion strategy is to put emphasis on Trijaya as the pioneer of a system which offers comfort, punctuality as well as low price. <br /> <br /> <br /> <br /> <br /> Due to Trijayas limitation in resources, it is then reccomended to implement the hybrid system in phases, with the first phase being a one pick-up point operation in Jl. Surapati Bandung. This is done as a learning process for Trijaya to implement the new system as well as evaluate whether it should continue adopting the practice or to drop the system