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Trans-Cab Case Study

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4. Proposed Recommendations and Justification
4.1. Change of Business Strategy
Given the company’s market position and the current industry conditions, it is recommended that Trans-Cab should focus solely on renting its taxis to prospective drivers and to create brand awareness among the public. Traditionally, taxi operators earn revenue through taxi rentals and by charging commission from taxi-bookings their drivers accept through its general packet radio service (GPRS) booking systems. However, with the introduction of taxi-booking platforms, such as those of GrabTaxi, commuters and drivers do not have to rely on the dated GPRS taxi booking services. Consequently, as these modern platforms are gaining popularity among commuters, taxi operators …show more content…

In an article by Stanislaw (2014), the CEO of Inside Social, as consumers are becoming more inclined to trust [digital] word-mouth above other methods of marketing, traditional methods of advertising are no longer as effective because they do not permit two-way communication between the advertiser and receiver. Therefore, Trans-Cab should use Facebook to post advertisements or promotions that members of the public can comment on or share with their friends. This means of advertising is promising because Facebook is the top social media network in Singapore and has about 3.8 million users (Hashmeta, …show more content…

Corporate values, which provide a common language between the company’s management and its employees and show the direction in which the company is headed, will help the company incorporate the earlier recommendations into its business model smoothly. Additionally, they will help managers make decisions that are in line with the company’s objective and serve as a checklist that helps employees determine how they should portray themselves and the company. Trans-Cab can learn from ComfortDelGro’s corporate values which emphasize on service, quality, and reliability (See Appendix A). For example, Trans-Cab can have implement the following vison statement: To become the leader of sustainable transport solutions, and a mission statement: to create value for our customers, employees, and our

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