Competition in the Transportation Industry:

Competition in the Transportation Industry:

From Fleet Power to Services Quality

Hermawan Kartajaya

Taufik • Jacky Mussry Iwan Setiawan • Farid Subhkan Joseph Kristofel • Melati Astri Maharani Antonius Januar • Reyhan S Munir

Competition in the Transportation Industry:

About MarkPlus, inc. MarkPlus is the premiere and highly-focused marketing strategy consulting firm in Indonesia. It was established 20 years ago by Hermawan Kartajaya, co-author of five international marketing books with Prof. Philip Kotler, the Father of Modern Marketing at the Kellogg School, Northwestern University. Just as early as 2001, an industry publication had ranked MarkPlus ﬁrst among national consulting firms. MarkPlus is able to provide a comprehensive service to its clients without the need to engage third-party vendors. MarkPlus consist of three main divisions of MarkPlus Consulting, MarkPlus Insight, and MarkPlus Institute of Marketing, which aim to provide clients with Solution, Insight and Knowledge respectively. MarkPlus operates in 13 major cities and owns research network in 14 cities in Indonesia. Since 2004, MarkPlus has established ASEAN operations in Kuala Lumpur and Singapore. Headquartered in Jakarta, Indonesia, MarkPlus is strategically positioned to provide South East Asian companies with marketing expertise and breakthrough insights.

From Fleet Power to Services Quality

Selama ini, ada anggapan bahwa per saingan di transportasi seperti istilah di Olimpiade, Citius, Altius, Fortius (Lebih Cepat, Lebih Tinggi, Lebih Kuat). Dengan kata lain, kekuatan armada transportasi yang dimiliki menjadi faktor penentu bagi pemain dalam industri transportasi untuk memenangkan persaingan. Kekuatan armada yang dimiliki sebagian besar diartikan sebagai jumlah armada yang dimiliki. Semakin banyak jumlah armada transportasi, maka pemain bisa memberikan layanan transportasi yang lebih cepat, lebih tinggi, dan lebih kuat.

Hitherto, there has been a belief that the competition in the transportation industry is just like the popular Olympic motto, Citius, Altius, Fortius, meaning “Faster, Higher, and Stronger”. In other words, the transportation fleet becomes the determining factor for players to win the competition within the industry. The transportation fleet itself is commonly interpreted as the number of fleet owned. The more the fleet is, the faster, higher, and stronger those players will be in providing the service.

Namun, perubahan kondisi ekonomi, sosial, serta perkembangan teknologi juga turut mengubah arah persaingan di industri transportasi. Jumlah armada tidak lagi cukup untuk memenangkan persaingan dan menjangkau konsumen. Konsumen tidak lagi hanya mengharapkan jasa trans portasi dari penyedia jasa, namun juga pelayanan transportasi yang nyaman dan menyenangkan.

However, the shifts across economic, social, and technology spheres also contribute toward the shift on the competition in this industry. It is no longer just about the fleet number to win the competition and reach customers collectively. Now, customers do not simply require the transportation service only, but they also demand more convenient and pleasant services.

Jumlah armada yang memberikan jaminan kepastian layanan yang cepat dan aman sudah menjadi faktor wajib bagi penyedia jasa transportasi. Tapi, kualitas pelayananlah yang mendiferensiasikan satu penyedia jasa transportasi dengan penyedia jasa transportasi lain. Bukan hanya itu, penyedia transportasi pun harus mewaspadai kompetisi antar moda transportasi, terutama bagi jasa transportasi yang mudah disubstitusi.

The fleet number is simply a must for all transportation service providers nowadays. No wonder, they need to differentiate themselves from competitors not only by improving their services quality, but also considering the current competition among public transportation in general, particularly the easily-substituted ones.

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PERSAINGAN DI INDUSTRI TRANSPORTASI

COMPETITION IN THE TRANSPORTATION INDUSTRY

PERSAINGAN MODA TRANSPORTASI DALAM KOTA

COMPETITION IN THE INNER-CITY TRANSPORTATION SECTOR

Dalam industri transportasi dalam kota, persaingan juga terjadi antar penyedia jasa moda transportasi yang berbeda. Penyedia jasa angkutan bus juga bersaing dengan kereta api maupun taksi. Berbagai macam alasan menjadi faktor penentu pemilihan moda transportasi dalam kota. Satu hal yang pasti, bagi mereka yang menginginkan kenyamanan, taksi dan rental mobil masih menjadi pilihan utama.

In the inner-city transportation sector, the competition also occurs among distinct transportation service providers. As for instance, public bus also competes with train or taxi. Various reasons become the determining factors in selecting the public transportation. One thing for sure, those customers that demand convenience put taxi and rental car as their main choices.

Graph 2 source of information for taxi (in percentage, 1846 responses)

Graph 3 how do you get your taxi? (in percentage, n = 550)

Graph 1 Taxi Fleet Data

Bagi mereka yang tidak mempermasalahkan biaya, taksi menjadi pilihan utama untuk transportasi dalam kota. Taksi memberikan layanan transportasi dari satu tempat ke tempat lain sesuai dengan kebutuhan penumpang. Karena itulah, penyedia jasa angkutan taksi semakin banyak, terutama di kota-kota besar. (Lihat Graph 1)1.

Meanwhile, customers that do not really concern about price will tend to choose taxi. Taxi provides their service based on the customer’s desired destination, so no wonder more and more taxi service providers emerge and inevitably intensify the competition, particularly in big cities (See Graph 1)1.

Salah satu pemain nasional untuk angkutan taksi adalah Blue Bird Group. Dengan menggunakan beberapa merek taksi, Blue Bird memiliki jumlah armada yang cukup banyak, kurang lebih 21.000 unit armada.

One of the top national taxi service providers in Indonesia is Blue Bird Group. Relying on several brands, Blue Bird has an abundant number of fleets, approximately 21,000 units. Such large numbers make Blue Bird to be one

1

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Kementerian Perhubungan Direktorat Jenderal Perhubungan Darat, Perhubungan Darat Dalam Angka 2011, Edisi VIII, Maret 2012; Kementerian Perhubungan Direktorat Jenderal Perhubungan Darat, Perhubungan Darat Dalam Angka 2010, Edisi VII, Maret 2011; Kementerian Perhubungan Direktorat Jenderal Perhubungan Darat, Perhubungan Darat Dalam Angka 2009, Maret 2010

Dengan jumlah armada sebesar ini, Blue Bird bisa dikatakan sebagai salah satu pemain besar di Asia Tenggara. Bahkan penyedia jasa angkutan taksi paling besar di Singapura, ComfortDelGro Corp Ltd pun hanya memiliki jumlah armada kurang lebih 15.000 unit.

of the biggest taxi service providers in South East Asia, even if we compare it with the biggest taxi service provider in Singapore, ComfortDelGro Corp Ltd, that only has 15.000 units.

Bagi penyedia jasa angkutan taksi, jumlah armada memang cukup penting, karena visibilitas taksi di jalanan menjadi sumber informasi utama bagi calon penumpang (Lihat Graph 2)2 . Namun, keberhasilan Blue Bird tidak hanya karena jumlah armada yang memadai, namun juga karena perbaikan pelayanan yang terus dilakukan. Sudah sejak lama Blue Bird dikenal sebagai angkutan taksi yang paling aman, baik dari sisi fasilitas taksi yang dimiliki maupun dari sisi personil atau pengemudinya. Tidak hanya itu, berbagai inovasi pelayanan diberikan untuk mempermudah calon penumpang

The number of fleet is indeed fairly important for taxi service providers since their onthe-street visibility is the main source of information for passengers (See Graph 2)2. Nevertheless, the success of Blue Bird is not only due to its number of fleet, but is much boosted by the positive brand image as the safest taxi provider, both from facilities and personnel (drivers). In addition, its success is also supported by the ongoing service innovations for customers, including order service facilities via SMS, BBM, and website. Such facilities become one of the key success

2 3

MarkPlus Insight Research, n = 675, August 2012 MarkPlus Insight Research, n = 675, August 2012

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Graph 6 consideration factors in choosing car rental6 (in percentage, n = 461)

Graph 4 brand equity index for taxi companies4 (n = 550)

dan penumpang, misalnya layanan pe mesan melalui sms, bbm, maupun online. Kemudahan cara pemesanan ini menjadi salah satu faktor penting karena lebih dari 50% penumpang melakukan pemesanan untuk mendapatkan taksi, baik melalui call center maupun langsung ke pool taksi (Lihat Graph 3)3.

factors since customers will have more options to make an order (See Graph 3)3.

Blue Bird sudah berhasil menjadikan kualitas pelayanannya sebagai diferensiasi, dengan tetap mempertahankan harga premium. Hanya saja, bukan tidak mungkin akan muncul pemain lain yang juga dapat memberikan pelayanan yang setara dengan penawaran harga yang lebih murah. Inovasi untuk peningkatan pelayanan serta peningkatan loyalitas penumpang harus terus dilakukan untuk tetap mendominasi pasar.

Blue Bird has been successful to differentiate its service quality by still maintaining the premium price offering. Yet, such differentiation is not sustainable enough since other players can easily imitate similar services at a more affordable price. Therefore, there should be incessant innovations for both service improvement and customer loyalty improvement to sustain its domination the market.

Selain taksi, jasa rental (penyewaan) mobil juga menjadi pilihan, terutama

In addition, car rental service provider also becomes customers’ preference, mainly for

Graph 5 source of information for car rental (in percentage, 789 responses )

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Graph 7 car preference for rental7 (in percentage, n = 461)

bagi mereka yang memiliki kebutuhan transportasi terencana dan temporer. Jenis jasa transportasi ini bisa dibilang belum begitu banyak dikenal. Jumlah pengguna maupun penyedia jasa pun belum terlalu banyak. Pasar yang masih relatif kecil ini menyebabkan informasi mengenai jasa rental mobil masih banyak bergantung pada rekomendasi (Lihat Graph 5)5. Belum ada merek rental mobil yang secara dominan dikenal masyarakat.

those that need a planned, but temporary transportation mode. In fact, such transportation service is not really popular yet, observed by its relatively small number of service providers and users. This small market size makes most customers depend much on people’s recommendation as the source of information about car rental provider (See Graph 5) considering that there is actually no popular car rental provider in Indonesia so far.

Namun, bukan berarti pasar jasa rental mobil tidak akan berkembang. Kebutuhan akan jasa rental semakin tinggi karena semakin tinggi kebutuhan alat transportasi yang nyaman sekaligus fleksibel. Jasa rental mobil memberikan keleluasaan seperti mobil pribadi namun dengan biaya yang bisa lebih rendah karena dibayar sesuai kebutuhan. Jasa rental mobil juga menjadi pilihan bagi pendatang di suatu kota, baik wisatawan maupun bisnis, sebagai moda transportasinya.

However, it does not necessarily mean that this car rental sector does not show a positive market prospect. A need of rental service is getting higher nowadays as a demand of comfortable, flexible transportation is also getting higher these days. Such rental service gives customers more freedom but at the lower price as if it is their own car. In addition, the car rental service also becomes the main preference for newcomers in a city, either for vacation or business trip.

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MarkPlus Insight Research, n = 675, August 2012


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Graph 8 bus fleet data8

Graph 10 source of information for travel car service10 (in percentage, 453 responses)

Graph 9 number of train passenger9

Graph 11 consideration factor in choosing trave car service11 (in percentage, n = 249)

Sedangkan persaingan antara angkutan bus dengan kereta api untuk transportasi dalam kota masih lebih banyak ditentukan oleh pilihan rute moda transportasi tersebut. Kemudahan akses dan waktu tempuh menjadi pertimbangan utama. Meski masih terbatas, penumpang juga mulai bisa memilih tingkat kenyamanan moda transportasinya, misalnya dengan bus maupun kereta eksekutif.

In addition to convenience, the competition in the public transportation sector is also much determined by the route, particularly between public bus and train since access and time are two main considerations for customers. What’s more, customers are now also able to choose their desired level of convenience, for example executive bus and train.

PERSAINGAN MODA TRANSPORTASI ANTAR KOTA

COMPETITION IN THE INTER-CITY TRANSPORTATION SECTOR

Untuk transportasi antar kota, berbagai moda transportasi dapat dipilih oleh calon penumpang, mulai dari transportasi darat, kereta api, laut, dan udara. Secara umum, moda transportasi darat masih menjadi moda pengangkut utama bila dilihat dari jumlah armada dan penumpang yang diangkut.

There are several basic modes of intercity transportation available, comprising road, sea, rail, and air transportation, and observing from the number of fleet and passengers, the road transportation is still basically the main mode. However, there is also an increasing market demand on the air

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Kementerian Perhubungan Direktorat Jenderal Perhubungan Darat, Perhubungan Darat Dalam Angka 2011, Edisi VIII, Maret 2012; Kementerian Perhubungan Direktorat Jenderal Perhubungan Darat, Perhubungan Darat Dalam Angka 2010, Edisi VII, Maret 2011; Kementerian Perhubungan Direktorat Jenderal Perhubungan Darat, Perhubungan Darat Dalam Angka 2009, Maret 2010; Kementerian Perhubungan Direktorat Jenderal Perhubungan Darat, Perhubungan Darat Dalam Angka 2008, Maret 2009

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PT Kereta Api Indonesia, Laporan Tahunan 2011

Namun demikian, moda transportasi udara semakin lama semakin diminati sebagai substitusi bagi moda transportasi lain karena dengan harga yang semakin terjangkau, penumpang dapat menghemat lebih banyak waktu.

transportation as the substituted mode since customers nowadays demand a time-saving trip at a more affordable cost.

Bus antar kota dan kereta api sudah sejak lama menjadi moda transportasi yang paling umum digunakan untuk transportasi luar kota. Kompetisi antar penyedia jasa angkutan bus mendorong penambahan jumlah armada. Dan tidak hanya itu, kompetisi tersebut juga mendorong penyedia jasa angkutan bus untuk melakukan inovasi pelayanan. Penyedia jasa angkutan bus mulai berusaha meningkatkan kenyamanan busnya, dengan menambah fasilitas atau bahkan menambah kelas-kelas eksekutif dengan harga lebih tinggi namun pelayanan lebih bagus. Apalagi, bus juga menghadapi kompetisi dari jenis moda transportasi antar kota lain.

Inter-city bus and train have become the most common modes of inter-city transportation for a long time. Not only has the addition of new fleets, the fierce competition among inter-city bus service providers also pushes them to continuously improve their innovation on the service quality. They start enhancing supporting facilities and providing executive classes with excellent service at higher price. Such innovations are significant considering that those bus service providers also need to compete with other inter-city transportation modes.

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Graph 12 brand equity index of airline company12 (in percentage, n = 675)

Begitupun dengan kereta api yang ditangani langsung oleh perusahaan milik negara PT Kereta Api Indonesia. PT KAI juga terus menerus berusaha meningkatkan pelayanan dan kenyamanan perjalanan penumpang. Mulai dari kerjasama dengan pihak-pihak ketiga untuk mempermudah reservasi dan pembelian tiket, hingga pemasangan Wifi di dalam kereta. PT KAI juga merubah beberapa kelas kereta api ekonomi menjadi eksekutif.

The same circumstance also occurs in the train sector that is directly under the state-owned company, PT Kereta Api Indonesia (KAI), as the major operator of public railways in Indonesia. PT KAI has been seriously endeavoring to improve their service in order to increase customers’ convenience. In partnership with some third parties, PT KAI attempts to provide some supporting facilities for ticket reservation and purchase and Wi-Fi connection in the train. In addition, PT KAI also alters several economic classes into executive ones.

Di luar kompetisi antar penyedia jasa angkutan yang sejenis, penyedia jasa bus dan kereta api juga menghadapi kompetisi dari jenis moda transportasi lain. Untuk transportasi antar kota yang masih relatif dekat, bus menghadapi kompetisi dari penyedia jasa travel. Travel menjadi

In addition to their direct competitors, public bus and train also face another competition from other transportation modes. As for instance, public bus also competes with travel service providers in providing the inner-city transportation service. Travel service itself becomes an interesting alternative since it offers

Graph 13 consideration factors in choosing airlines13 (in percentage)

12 13

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alternatif yang menarik karena menawarkan kenyamanan yang lebih tinggi daripada bus. Kenyamanan dan pelayanan yang lebih baik menjadi alasan bagi calon penumpang untuk menggunakan travel.

extra convenience than public bus does. Both convenience and service quality are two reasons why passengers decide to choose the travel service provider.

Sedangkan untuk transportasi antar kota dengan jarak yang lebih jauh, banyak calon penumpang yang lebih memilih menggunakan pesawat terbang. Persaingan antar maskapai penerbangan turut mempengaruhi persaingan dengan moda transportasi lain. Munculnya low cost carrier yang menawarkan harga yang relatif murah untuk transportasi udara menjadi penyebab beralihnya penumpang dari moda transportasi darat menjadi udara. Konsep low cost carrier ini pulalah yang memicu persaingan di industri transportasi udara.

Furthermore, customers tend to choose airplane for their intercity trip, and the competition among airlines also contributes to the competition of other transportation modes. The emergence of some low cost airlines offering a relative low price for such service also significantly contribute toward the shift of customers’ preference from road transportation to air transportation. In addition, these low cost carriers also trigger the competition in the air transportation industry.

Garuda, Lion Air, dan Air Asia adalah beberapa maskapai yang cukup populer saat ini. Garuda saat ini adalah satu-satunya maskapai yang memberikan full service bagi penumpang. Sedangkan Air Asia dan Lion Air mendominasi di kelas low cost carrier. Setiap maskapai tersebut telah berhasil me ngembangkan diferensiasi yang cukup kuat dan menarget segmen yang spesifik sehingga bisa mendominasi pasar.

Garuda, Lion Air, and Air Asia are some of popular national airlines these days. Among them, Garuda Indonesia is the only airline that offers full service for passengers. On the contrary, both Air Asia and Lion Air dominate the low-cost class. All of them have succeeded in developing their strong differentiation and targeting the specific segment to dominate the market.

Dibandingkan dengan moda transportasi lain, persaingan di transportasi udara memang yang paling maju. Meski maskapai tetap berlomba-lomba dalam menambah jumlah armada untuk memenuhi permintaan, setiap pemain sudah menyadari bahwa persaingan akan bisa dimenangkan dengan memanfaatkan pelayanan sebagai diferensiasi. Bukan pelayanan yang paling bagus yang diperlukan oleh calon penumpang, namun pelayanan yang sesuai dengan kebutuhan mereka.

Compared to other modes of transportation, the competition in the airline industry is actually the most advanced one. Airlines companies are all aware that service quality is essential to dominate the competition, although increasing fleet capacity is also important. They realize that service can potentially become a differentiator to strengthen their position in the market. Customers do not necessarily demand the best service, but they want the service that meets their needs and desires.

Selanjutnya, untuk transportasi antar pulau melalui laut, Pelni sebagai satu-satunya penyedia jasa transportasi laut besar di

Meanwhile, in the sea transportation sector, Pelni as the major passenger ship operator in Indonesia has not faced any significant threat 11

Indonesia masih belum memiliki kompetitor yang berarti. Tantangan utama bagi Pelni lebih kepada efisiensi dalam operasinya.

from the competition. The main challenge for Pelni is actually how to improve their operational efficiency.

untuk menambah armadanya. Cara lain ditempuh oleh Air Asia, Air Asia melakukan akuisisi Batavia Air untuk menambah armadanya.

aircrafts while Air Asia has added its fleet capacity through the acquisition of Batavia Air in addition to the purchase of some new planes.

PENGEMBANGAN PERSAINGAN INDUSTRI TRANSPORTASI KE DEPAN

FUTURE COMPETITION IN THE TRANSPORTATION INDUSTRY

Saat ini, bisa dibilang pemain-pemain utama jasa transportasi di Indonesia sedang gencargencarnya mengembangkan armadanya. Blue Bird Group sebagai penyedia jasa angkutan taksi secara agresif terus menambah armada dan mulai masuk ke kota-kota baru. Garuda dan Lion Air terus menambah unit pesawat yang dimiliki untuk melayani lebih banyak rute. Meski demikian, para pemain tersebut menyadari bahwa jumlah armada saja tidak cukup. Mereka membutuhkan pelayanan yang lebih baik untuk dapat menarik lebih banyak penumpang.

Currently, some key players in the trans portation industry have just attempted to increase their fleet capacity aggressively. Blue Bird Group, the biggest taxi provider in the nation, continuously adds its fleet not only to strengthen its domination, but also to expand to new cities. Garuda and Lion Air, two main players in the airline industry, also do similar action to increase their capacity and to serve more routes. However, these players are also aware that increasing their fleet capacity is no longer enough to win the competition since they also need to improve the service quality to be able to attract new passengers.

Selain dalam hal penambahan armada, persaingan antar penyedia jasa transportasi udara sudah beralih dari sekedar jumlah armada ke kualitas layanan. Maskapai penerbangan secara terus menerus melakukan inovasi dalam pelayanan, bukan hanya untuk memberikan pelayanan terbaik namun pelayanan yang sesuai dengan segmen yang ditarget. Peningkatan pelayanan yang dimaksud ini tidak hanya terbatas pada saat perjalanan, namun dimulai dari reservasi hingga penumpang tiba di lokasi tujuan. Keunikan pelayanan dalam setiap proses tersebutlah yang turut membentuk diferensiasi maskapai penerbangan.

However, these airlines companies are also aware that they can really win the competition through service quality as the point of differentiation while the fleet capacity is merely a requirement to be able to serve bigger customer base. Airline companies continuously innovate in service, and those innovations are not aimed to provide the best service, but to answer the needs and desires of their targeted segment. The improvement and innovation include the customer experience started from reservation stage until the post-journey experience. Each process can be unique, and it is important in building and strengthening the airlines’ positioning and differentiations.

Bila kita melihat persaingan di moda transportasi udara, yang bisa dibilang paling ketat dibandingkan dengan transportasi lain, pemain tidak hanya fokus dalam pengembangan armada namun juga dalam peningkatan pelayanan yang akan menjadi diferensiasi mereka. Dari tahun lalu, Lion Air sudah gencar mengumumkan kerjasama dengan Boeing untuk pembelian pesawat untuk menambah armadanya. Garuda pun sudah melakukan pembelian pesawat Airbus

If we take a closer look to the competition in the airline industry, which is said to be the most advanced one compared other modes of transportation, players do not only strive to increase their number of fleet, but also to improve their service as the point of differentiation. For example, Lion Air has publicly announced its partnership with Boeing in the purchase of Boeing aircrafts last year in order to strengthen its fleet capacity. Furthermore, for the same growth purpose, Garuda also has planned to purchase Airbus

Telah mengoptimalkan pelayanan kepada penumpang, maskapai penerbangan mulai beranjak pada upaya untuk meningkatkan loyalitas penumpang. Program loyalitas menjadi salah satu cara bagi maskapai penerbangan untuk peningkatan loyalitas. Hampir seluruh maskapai penerbangan sudah meluncurkan program loyalitas, Garuda me miliki Garuda Frequent Flyer, Lion Air dengan Lion Air Passport Club dan dengan programprogram promosi dengan BII Visa Lion Air, dan Air Asia dengan Air Asia HSBC Visa Card. Namun, hanya sedikit penumpang yang me ngetahui adanya program loyalitas tersebut. (Lihat Graph 14)

Having been able to optimize their service to passenger, airline companies are now expanding their effort to increase customer loyalty. Almost all airlines already have developed and launched their own loyalty program. Garuda has the Garuda Frequent Flyer program, Lion Air has Lion Air Passport Club and some other promotion programs with BII Visa Lion Air, and Air Asia has Air Asia HSBC Visa Card. Unfortunately, these loyalty programs so far still have a low level of customer awareness (See Graph 14).

Jadi, sekarang persaingan di industri transportasi tidak lagi hanya digerakkan oleh jumlah armada. Penyedia jasa transportasi sudah mulai melakukan inovasi dalam pelayanan sebagai diferensiasi, bahkan mulai beranjak ke upaya-upaya khusus untuk meningkatkan loyalitas penumpang. Selain itu, para penyedia jasa moda transportasi yang berbeda juga mulai mempertimbangkan kerjasama dengan moda transportasi lain untuk meningkatkan konektivitas. Konektivitas ini menjadi salah satu daya tarik untuk meningkatkan pelayanan yang nyaman bagi penumpang. n

It is evident that the competition in the trans portation industry nowadays is no longer merely driven by the fleet capacity. Key players have done some innovations to improve their service quality, build unique differentiations, strengthen their competitive advantage, and increase customer loyalty. Transportation service providers also already consider to build partnership with other transportation modes to improve the connectivity. Connectivity can become another value-added service for passengers so that the transportation service providers can be able to attract more passengers that demand for convenience. n

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Graph 14 awareness of loyalty program (in percentage)

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Note:

about The author • Hermawan Kartajaya is the Managing Partner of MarkPlus Consulting. He has over 21 years of consulting experience. Hermawan was dubbed as “One of the 50 Gurus Who Have Shaped the Future of Marketing” by Chartered Institute of Marketing, United Kingdom • Taufik is a Partner at MarkPlus Consulting. He has over 16 years of consulting experience. Tauﬁk has an MBA from the Nanyang Fellows Programme (Nanyang Technological University and MIT Sloan School of Management). • Jacky Mussry is a Partner at MarkPlus Consulting. He has over 16 years of consulting experience. Jacky has a doctorate degree in Strategic Management from University of Indonesia. • Iwan Setiawan is a Principal at MarkPlus Consulting. He has over 7 years of consulting experience. Iwan has an MBA from the Kellogg School of Management. • Farid Subkhan is a Co-Chief Operations of MarkPlus Insight. He has over 10 years of research and consulting experience. Farid has a master’s degree in Management of Development from the University of Turin, Italy. • Joseph Kristofel is a Research Manager at MarkPlus Insight and Head of MarkPlus Insight’s Automotive, Transportation, and Logistic Industry with over 12 years of research experience. • Melati Astri Maharani is a Manager at MarkPlus Consulting with over 4 years of consulting experience • Antonius Januar is a Research Executive of Automotive, Transportation, and Logistic Industry at MarkPlus Insight. • Reyhan S Munir is a Business Analyst at MarkPlus Consulting.

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For Inquiries, Please Contact: Iwan Setiawan ([email protected]) Melati Astri Maharani ([email protected]) PT MarkPlus Indonesia Segitiga Emas Business Park CBD B01/01 Jl. Prof. Dr. Satrio Kav. 6 Jakarta Selatan 12940 - Indonesia Phone: +62-21-5790 2338 / Fax: +62-21-5709 712

Copyright © MarkPlus Consulting 2012 All rights reserved General Disclaimer: This paper has been prepared for general on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this paper

Competition in the Transportation Industry:

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