Cara Bluebird Tangkis Disrupsi dan Taklukkan Pandemi

Summary

This video chronicles the resilience and innovative strategies of Bluebird, Indonesia's iconic taxi company, in the face of disruption from ride-hailing services and the COVID-19 pandemic. Founded by Joko Sutono, Bluebird faced significant challenges, including a 30% revenue drop in 2018 and a further decline during the pandemic. However, through strategic collaborations with competitors like Gojek, a focus on driver excellence, technological enhancements, and a commitment to sustainability, Bluebird not only recovered but reported a 161% profit increase in early 2023. This journey highlights valuable lessons in adaptability, core values, and leveraging internal strengths for business success.

Takeaways

• 😀 Bluebird, a taxi company established in 1972, faced significant challenges from ride-hailing apps like Gojek and Grab, alongside the impact of the COVID-19 pandemic.
• 😀 Despite a 30% drop in revenue in 2018 due to digital disruption, Bluebird managed to achieve a remarkable 161% increase in profits by Q1 2023.
• 😀 The company was founded by Joko Sutono, who emphasized values over wealth, which has influenced Bluebird's culture and operations.
• 😀 Bluebird's strategy included collaborating with competitors like Gojek to enhance service accessibility rather than competing directly.
• 😀 A focus on driver quality and customer service excellence has helped Bluebird maintain a competitive edge in the taxi industry.
• 😀 Bluebird introduced innovative services, including a diversified business model that includes logistics through 'Bluebird Kirim.'
• 😀 The company leveraged technology by updating its My Bluebird app, allowing for a more user-friendly experience with multiple service options.
• 😀 Bluebird is committed to sustainability, operating electric vehicles to reduce operational costs and carbon emissions by 2030.
• 😀 Effective marketing strategies, such as viral campaigns, helped increase brand visibility and customer engagement.
• 😀 The resilience and adaptability shown by Bluebird during crises underscore the importance of strategic collaboration and operational flexibility in the transport sector.

Q & A

What major challenge did Bluebird face in 2016?

Bluebird faced significant challenges due to the rise of online transportation companies like Uber and Gojek, which disrupted traditional taxi services.

How did the COVID-19 pandemic impact Bluebird's operations?

The pandemic severely affected Bluebird's operations, causing a 60% drop in service demand during the second quarter of 2020 compared to the same period in 2019.

What strategic steps did Bluebird take to recover from its financial losses?

Bluebird collaborated with Gojek, improved driver services, enhanced their app, diversified into logistics, and utilized viral marketing to recover from financial losses.

What is the significance of Joko Sutono in Bluebird's history?

Joko Sutono was a key figure in Bluebird's establishment, being the founder and a respected legal scholar, leaving behind values that shaped the company’s culture after his passing.

What were the key elements of Bluebird's recovery strategy post-pandemic?

Key elements included collaboration with competitors, enhancing service quality, diversifying offerings, and leveraging technology for operational efficiency.

How did Bluebird enhance its driver service quality?

Bluebird focused on training their drivers in customer service, safe driving, and providing amenities like deodorants to improve the overall passenger experience.

What technological adaptations did Bluebird implement to compete with online taxi services?

Bluebird updated its mobile application to support multi-channel access, diverse payment options, and various mobility service products, making it easier for customers to use.

What role did viral marketing play in Bluebird's recent success?

Viral marketing, particularly a video where the CEO disguised as a driver, helped raise awareness and engage the public, highlighting the company's commitment to customer feedback.

What environmental initiatives has Bluebird adopted?

Bluebird has introduced electric vehicles into its fleet as part of its sustainability vision, aiming to reduce carbon emissions by 50% by 2030.

What lessons can be learned from Bluebird's experience during disruptions?

Key lessons include the importance of collaboration, maintaining service quality despite technological changes, and the need for adaptability in operations to navigate challenges effectively.