Organization Profile, TransJakarta - HOMEWORK
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Transcript of Organization Profile, TransJakarta - HOMEWORK
Organization Profile
TransJakarta or usually people say Busway is a fast bus transportation system in Jakarta,
Indonesia. This system goes to be based on Transmilenio systems which have succeeded in
Bogota, Colombia. On 26th April until 7th may 2003, sutiyoso governor went to Bogotá - Columbia,
Sao Paolo brazil; and Mexico city, Mexico. To learn more consideration about their system
After socialization of two busses in pekan raya Jakarta arena, pemprov of Jakarta were built
the transit, separator and jembatan penyerberangan orang (jpo) by ifficial liason on october 2003.
Sutiyoso governor revealed Surat Keputusan (SK) No 110 about the formation of Organization and
the managements work system of TransJakarta-Busway Pemprov DKI Jakarta on December 31
2003.
Ir Irzal Z Djamal install inaugurated by Sutiyoso governor to become the head management
of TransJakarta-Busway for the first time. On 15th January 2004, Sutiyoso governor legitimated
TransJakarta bus for the first time, and for two weeks citizen gave free chances to ride on. The
greatest number of passengers on March: 62.322.
Driver of transjakarta it is not only guys but since 21th April 2005, woman’s have a chance
to became driver of transjakarta it is a from emancipation for woman. TransJakarta launched
corridor track 2 (Pulo Gadung - Harmoni) and corridor track 3 (Kalideres - Pasar Baru) on 15th
January 2006. The end of 2006 busway continued to build their corridors. They are: Pulo Gadung -
Dukuh Atas (Corridor 4), Kampung Melayu - Ancol (Corridor 5), Ragunan - Latuharhari (Corridor
6), and Kampung Rambutan - Kampung Melayu (Corridor 7).
On December 2007, official liaison pemprov of Jakarta would built next corridor. Although it
has any complain from citizens due to the fact that traffic on road which has impact of corridor’s
build, it have serious condition of traffic jams. The next issue in first 2008 price of transjakarta
ticket will be more expensive.
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Management
The Organizer of TransjakartaTransJakarta-Busway Agency
Bambang Garjito S.H(Head of Agency)
Drs Kahar Rasyid (Head of Administration Department)
Suparmono (Head of Operational Management Department)
Rene Nunumete SH, MS (Head of Operational Control Department)
Ir Taufik Adiwianto Msc (Head of Infrastructure Department)
Farida Bau (Head of Ticketing Department)
Andra Y Agussalam, MBA (Head of Finance Department)
Source from http://trans.jakarta.go.id
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Situational Analysis
- Strength
Safe and secure
Cheap and affordable
Environmental friendly
Any air condition application
In focus with destination
- Weakness
Long queue in transit, at 6 o’clock until 10 o’clock pm in certain transit
Dirty transits/ stations
Hot transits
Undisciplined
Smelly
Unfriendly employees
Have no any toilet in every transit
- Opportunity
Add music device
Clean up
More training for every employees
Add toilet in every transit
- Threat
Another public transportation ( Kopaja, Patas, minibus,etc)
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Objective
To increase the positive image of TransJakarta in the target publics (students, teachers,
employees, merchants, housewife) by 25% by the end of December 2008.
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Public
1. Community
o Passenger
o Stock holders
o Contributor
2. Potential employees
= We are training all employees, so they can give the best service to the passenger.
3. Employees
= We will hold meet and greet, in order to between employees and directors or all staff
can minimize the gap, so we have close relation.
4. Supplier and service
o Raw materials
Galvanic (A kind of metal, mix from zinc and iron)
Acrylic Glass
o Components
Electronic board
Air condition
Seats
Handle
o Fuel
Bio solar and gas
5. Money Market
o Investment
o Stockbrokers
o Pemprov Jakarta
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6. Distributors
o Transport driver
o Telephone company : +62-21-7228727
7. Consumer
o passenger
8. Opinion leader
- Primary group:
o Governor
o Management
o Employees
- Aspirational groups:
o Passengers
o Citizens (who use the busway)
- Dissociative groups:
o Citizens (who never use the busway)
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Media
1. Print media
Kompas
Address = Jl. Palmerah Selatan no. 26-28 Jak Sel 10270
Contact = 021-5350377, 5350388 Fax: 021-5360678
Email = [email protected]
= We choose Kompas as print media because Kompas is the best media to promote
transjakarta and to build our image. Kompas have a lot of readers, so we think that
our campaign will have maximum impact.
Pos Kota
Address = JL Gajah Mada 100
Contact = Tel. (021) 6334702; Fax: (021) 6348968
Email = [email protected] or [email protected] or [email protected]
= We choose Pos Kota, due to this media more achievable for middle class, so target
who we wants to achieve more wide.
Target public:
1. Students2. Employees3. Merchants4. Housewife5. Teachers
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2. Broadcast media (Television)
Empat mata – trans7
Address = Menara Bank Mega Lt.20 Jl.Kapt.P.Tendean Kav.12-14A Jakarta 12790
Indonesia
Contact = Telp.(62-21)79177000 Fax.(62-21)79184684
= We choose empat mata because it has high rating and it have right time for talk show
program on TV. Empat mata is the famous talk show in television. It is reduce our
budget to promote Transjakarta, because our explanation is news worthy.
(Monday 21 January 2008 at 9.30 Pm – 11.00 Pm)
Public service advertising
= We make attractive animation advertising, in order to easy to communicate with our
target publics.
Target public:
1. Students2. Employees3. Merchants4. Housewife5. Teachers
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3. Broadcast media (Radio)
Radio elshinta-90.0 FM
Address = Jl. Joglo Raya No. 70, Jakarta 11640
Contact = Tel. 021-5869000; Fax. 021-5859000
Email = [email protected]
Website = www.elshinta.com
= We use public advertising at elshinta radio because it is news radio, it suitable for
us to persuade audience to use transjakarta.
Prambors-102.2 FM
Address = Ratu Plaza Office Tower lantai 20 - Jl. Jend. Sudirman kav 9 Jakarta
10270
Contact = Tel. (021) 722 3313; Fax. (021) 722 33 50
Email = [email protected]
= We want to campaigns to target publics with teenager style. In order to more easy
to catch by target publics
The time for air = Tuesday 22 January 2008 at 5.30am – 11.00am
Target public:
1. Employees2. Merchants3. Teachers
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4. Other media
Internet, http://trans.jakarta.go.id (web site) = We use our web site as other media in
this case cyber media, because internet is wide place and it can be update anytime
depends what the new info is. Every audience can read or access appropriate what
they wants and what they need.
Billboard = We build public service billboard in every centre of Jakarta city due to
people’s behavior of looking at their surroundings. So they will notice about
transjakarta.
Target public:
1. Students2. Employees3. Merchants4. Housewife5. Teachers
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Budget for media
1. Advertising in print media (Kompas) = Rp 10.000.000.-
2. Operational costs for broadcast media (television) = Rp 1.000.000.-
3. Public advertising in broadcast media (radio) = Rp 5.000.000.-
4. Costs for web site creator = Rp 10.000.000.-
5. Unpredictable costs = Rp 4.000.000.- +
Total = Rp 30.000.000.-
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Evaluation
1. What the organization has done to minimize the reputation issue?
= We do everything what we can do, so far what we do still under control. We always try
to achieve the better progress, as we can do, because it become long-term impacts.
2. What are the responses from media and public of the organization strategies?
= In our opinion, the biggest responses come from public and the other one come from
the media. So far any good responses and any bad responses too. We try to minimize
what the bad response it is. We hope they appreciate our progress and they give us
good responses for the future.
3. What do you think about their strategies? Is it successful? How do you measure?
= We think their strategies match with planning what they made. And really work, we
think it can be success and have a good response from us.
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