Cara Bluebird Tangkis Disrupsi dan Taklukkan Pandemi

Dr. Indrawan Nugroho
22 Jun 202317:14

Summary

TLDRThis 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.

Outlines

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Mindmap

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Keywords

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Highlights

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Transcripts

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