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While the industry analysis can be explained by using the five forces analysis approach that is
lookng at the force that will threaten the profitability of the company.
2. Product differentiation
As a newcomer, Uber Taxi utilizes virtual payment as a differentiator with existing
taxis. The service allows passengers do not need to pay cash to the driver at the time
when got out of the taxi, because it can be paid by credit card debit. In addition Uber's
fleet is not like a regular taxi that uses a sedan car, but a minivan. Its fleet classified
into Uber X for less with a fleet of class MPV, like Avanza, Xenia, Rush, Terios or
APV, even Innova. Uber Black for premium class with a fleet of Innova, Camry even
Alphard, Mercedes Benz S Class and BMW. Faced with the threat, Blue Bird
improve service in terms of technology that the reservation can be made via the Call
Center or the mobile application My Bluebird. Blue Bird fleet is now also available the
first MPV that is Honda Mobilio, so that the carrying capacity more but still
comfortable. Blue Bird also keep the driver who picked up on time and safe in driving.
3. Capital needs
Blue Bird still excels in how to obtain capital because it has Go Public compared to
newcomers, Uber. In addition, Blue Bird's fleet is a company asset that is not a rental
vehicle. However this is a bit of a threat due to the emergence of depreciation cost of
on the fleet and also the cost of building for the needs of the terminal (pool). In 2013
to 2014 Blue Bird has bank debt to purchase capital goods exceeding 20% of
equity. One of them is for the provision of a Toyota Limo taxi fleet with a loan value
of Rp 72,500,000,000. The loan period is 4 years from the signing of the agreement
with an interest rate of 9% -12.2% per year.
4. Government policy
The mechanism of taxi tariff determination in various cities can not be separated from
the local government rules, which are shown in the table below :
5. Transfer fees
Blue Bird threatened no longer get maximum profit on the minimum order taxi cost,
due to newcomer Uber Taxi comes with offering services without setting a minimum
order payment commonly done taxi companies in general.
b. Analysis Result
b. RESULTS ANALYSIS
Threat of substitute product
No Variables Weight Ranking Value
1 Substitute Product 0.4 5 2
2 Replace product tariff 0.4 4 1.6
3 Market share 0.2 6 1.2
Total 1 4.8
b. RESULTS ANALYSIS
The bargaining power of the buyer
No Variables Weight Ranking Value
1 Buyer's market share 0.3 6 1.8
2 Product information 0.4 8 2.4
The cost of switching to 6 1.8
3 0.3
another product
Total 1 6
b. RESULTS ANALYSIS
Competition among competitors in the same industry
No Variables Weight Ranking Value
1 Number of competitors 0.4 8 3.2
2 Product differentiation 0.2 6 1.2
3 Industrial growth 0.1 4 0.4
4 Fixed cost 0.3 5 1.5
Total 1 6.3
Having analyzed from 5 things that affect the business of the Blue Bird, the result parameter
assessment with :
LOW : If a value between 0-3
MEDIUM : If the value between 3.1 - 6
HIGH : If the value between 6.1 9
For threats to new entrants, the threat of substitute products, and the bargaining power of
buyers RESULTS MEDIUM. These results conclude that Blue Bird is in a good position to
run the business and face the market.
For competition among competitors in the same industry, Express Tax is rated HIGH, because
at this time in terms of liquidity TAXI company entered into LQ45 index in 2013 and 14 while
not for Blue Bird.
Adi Sarana Armada carry on business in the field of services and trade is not limited to vehicle
maintenance services but also other services. Such as ASSA Rent, ASSA Logistics, ASSA
Driver Servive and Car Gallery.
E. Rivalry Among Existing Competitors (competition among the same industry competitors)
The real competitor that should be the concern of ASSA is TRAC which is a subsidiary of PT
Astra International Tbk. (ASII), because of the number of TRAC's fleet has more fleets and
is the largest vehicle tenant company.