Konsortium Transnasional Berhad (KTB) 1.0 Introduction Konsortium Transnasional Berhad or KTB is Malaysia’s leading and largest public bus operator. Starting with its prominent household brand, TRANSNASIONAL, the company has been around for three decades and established nationwide network which covers bus transportation system operating within Peninsular Malaysia and major towns in Singapore. Its operation mainly focuses on stage (local) and express coach transportation is serviced by more than 1,500 buses which cover around 250 routes. It generates more than 1000 trips daily and provides service to 60 million passengers annually. The company is engaged with latest advancement coach technologies, design and comfort which committed to safe, enjoyable and affordable travel. KTB believes in customer satisfaction through quality products and excellent customer service. As a market leader, KTB has committed in five elements of being Progressive, Innovative, Profitable, Customer Oriented and committed to National Aspirations. Its core values are achieving customers’ satisfaction through quality products and excellent customer service, treating its human resources as valuable asset by providing opportunity to tap maximum potential of each individual, fulfilling shareholders’ expectations by providing good returns for investment, treating suppliers as business partners in promoting mutual progression, conducting business with sincerity and high ethical values and being responsible corporate citizens and contribute to social responsibility. 2.0 Strengths of KTB KTB has few appealing strengths which enable it to claim as the market leader of public bus operator in Malaysia; such as the prominent products and the excellent customer service. Some of them are as follows: i. It demands the largest market share by serving comprehensive nationwide coverage. KTB has bought over major bus operators in every state of Peninsular Malaysia and after the bought over, all stage buses are operating under CITYLINER brand name. Owning four prominent brands in nationwide bus industry which covers stage buses, economy and luxury express coaches - TRANSNASIONAL, CITYLINER, PLUSLINER and NICE.
iii. Leader in innovation such as pre-paid electronic ticketing system (Fast Pass), Membership program and introduced individual on board entertainment. iv. Having about 200 ticketing agents nationwide including selected Petronas Mesra Store and cyber cafes for greater accessibility to customers. 3.0 Weaknesses of KTB KTB does have few weaknesses which could transform into its advantage for future business opportunities. In line with its vision and mission, KTB should focus innovation in approach of green technology vehicle besides complying with Euro emission standard. In meeting customers’ satisfaction, enhancing passengers’ safety and comfort would be the main focus as well as promoting programs to value its loyal customers. Last but not least, KTB has to identify a specific program for its Corporate Social Responsibility (CSR) activity in order to make them more significant in their CSR role. 4.0 Marketing Mix: 8P i. Product KTB has four major brands which are TRANSNASIONAL, CITYLINER, PLUSLINER and NICE. TRANSNASIONAL is KTB’s leading brand has been operating for 30 years and portrayed good track records of constantly innovating itself. It is the pioneer in the electronic ticketing system which has made the booking process much faster, accurate and efficient. The system has advantage of allowing the passengers to plan their journey, make reservation and purchase express bus tickets at any ticketing counter. TRANSNASIONAL is also the first to provide insurance coverage for passenger and their baggage. TRANSNASIONAL skyview is the latest product which features aerodynamic design and ergonomic superslim contoured seats. It is the first 69-seater jumbo coach in the country which provides an exciting new experience and level of comfort for the super economy...
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