Blue Bird Group is a transportation and manufacturing conglomerate established in the 1970s. It has since expanded into various sectors such as transportation, petrol stations, container depots, hotels, and more. The company aims to be sustainable and quality-driven through initiatives like "Green Bird" to reduce pollution and fuel costs. Its sustainability strategy focuses on employee satisfaction, fuel cost reduction, and developing new business lines like logistics and mass rapid transit to become less dependent on oil prices and traffic. Quick wins within one year include decreasing employee turnover, customer complaints, and fuel costs while increasing the number of hybrid vehicles and logistic revenue contribution. Successfully implementing new technologies, investments, and a "green culture" may help overcome difficulties of resistance to

1. Blue Bird Group
Clelie Albert Obaja Kurniawan
Fath Ade Surya Kresna Satria
Group 5: Iskandar Muda Rikardo Siahaan
Ivan Immanuel

2. Company Profile
1970s
• Blue bird Berdiri
(Transportation)
• Golden bird (Transportation)
• Everlite (Manufacturing)
• Big bird (Transportation) 2000s
• Restu ibu (Manufacturing)
• Golden Bird Bali • Lintas Buana
(Transportation) (Transportation)
• Pusaka Satria
• Jasa Alam (Petrol & Gas Station) 1990s (Transportation)
• Gas Biru (CNG Converter)
• Ritra Konnas Freight Center • Gamya (Transportation)
(Container Depot & • Iron Bird (Container Truck)
Warehouse) • Angkutan Kontenindo Antarmoda
(Container Truck)
• Holiday Inn Resort (Hotel)
• Silver Bird (Transportation)
• Bali Taksi (Transportation)
• Morante Jaya (Transportation)
• Lombok Taksi (Transportation)
• Surabaya Taksi (Transportation)
• Cendrawasih (Transportation)
• Pusaka Nuri (Transportation)

3. Pollution
Oil Price
Traffic Jam
Employee Issue

4. Vision and Mission
Vision
To be a sustainable, quality-driven company
that ensures the continuing prosperity of all its stakeholders
Mission
Our goals are to achieve customer satisfaction, and to build and defend the first
position as market leader in every category in which we compete.
In land transportation, we provide reliable, high quality and eco-friendly
services with the effecient use of resources, and we do it as a team.'

5. Sustainability Strategy
New Program; Integration & Increasing
code name: “Green Bird” Employee Satisfaction
• Fuel Cost Reduction Program
• New “Cash Cow”

6. Initiative Strategy
and Quick Wins
Strategy Initiatives Strategy Quick Wins (1 year)
Employee Turnover Ratio decrease till 10% on
Employee Implement ERP in all business process
April 2011
Integration and
Satisfaction Customer Complaint decrease till 10% on
Implement "Future Savings"
April 2011
Gradually renew the fleet with more eco-
friendly vehicles (example : Hybrid Car Reduce Fuel Cost till 20% in April 2011
and Electric Car
Green Bird
10 % Taxis are Hybrid or Electric Car in April
Implement GPS in all vehicles
2011
Entering MRT industry MRT Special Team formed
Enhance logistic division to become new Increasing logistic contribution to total revenue
New Cash Cow
cash cow by 20% on April 2011

7. Difficulties
Resistence
Need a lot to New
of money Technology
for new
investment
Need new
competency
Successful Change

8. Building New Culture
GREEN CULTURE
HOW TO ACT “GREEN” IN ALL OF YOUR ACTS
 Empowering special team to make the steps of green strategy
 Make a Statement about Green Commitment
 Implement Training about “How To Do Eco-Drive”
 Implement Training about “How to act ‘greenly”
 Make an insentive to employee who already implement
green culture

9. THAN
K YOU