3 Situation Analysis
A. General Environment Analysis
B. Industry Analysis
C. Competitor Analysis
CONTENTS D. Internal Analysis
4 Identification of Environmental Opportunities and
Threats and Firm Strengths and Weaknesses (SWOT
Analysis)
6 Strategy Formulation
2
~ KONSORTIUM TRANSNASIONAL BERHAD (KTB) made its debut on Bursa
Malaysia on June 15, 2007 engages primarily in the bus transportation system
comprising stage and express bus operations within Peninsular Malaysia.
~ The stage and express bus operations provide the most extensive coverage
throughout Peninsular Malaysia, covering almost all major cities and towns as well
as Singapore.
~ The nationwide network is serviced by a fleet of more than 1,500 buses that covers
more than 250 routes, generating more than 1,000 trips daily and this translates to
around 60 million passengers a year.
~ KTB commands the largest market share, with Transnasional being the leader in the
express bus industry in Peninsular Malaysia. Besides Transnasional, KTB also
operates Cityliner stage buses, Plusliner economy express buses and luxury bus
services under the Nice brand.
Ref: Annual Report 2010
Category : STAGE BUS
Fleet : 800 buses (300 powered by Compressed Natural Gas (CNG))
Target : Daily travellers
Focus : Kelantan (100%), Kedah & Seberang Perai (40%), Selangor, Negeri Sembilan
(85%) and Pahang (active in Temerloh & Jerantut)
MILESTONES : Pioneered the use of CNG in 2007
HIGH
new comer for profitable trip
strategic alliance travel agent & local co.
Threat Of
New
Entrants
HIGH HIGH
Fuel prices
Sani Express Rivalry Bargaining uncertainty - Petronas
Others Competitors Among
Competing
Power of Agent
Firms Suppliers Terminal owner
PORTERS Travel agent
5 FORCES High maintenance
cost/spare parts/
labour charges
Bus manufacturer
LOW HIGH
As a general rule, a firm enters the market only if it can earn positive profits.
When entry happens on a significant scale, it is expected that the
incumbent reacts.
All operators face the same costs;
All operators and passengers have complete information about services
and fares;
Operators have information about demand;
Each passenger has a preferred departure time but is indifferent between
backwards and forward rescheduling;
Traffic conditions are such that journey times are the same throughout the
day;
Departure times and fares of other operators are fixed.
D) Internal Analysis
Cross-marketing
partnership
Joint-ventures
Resources Rebranding
differentiated by size and View
range of products, and are OPERATIONAL
Increased Companys value
REPUTATIONAL
customized to specific RESOURCES RESOURCES
& Brand
segments.
Opportunities Threat
Cost Uniqueness