STRATEGI PEMASARAN KREDIT PT. BANK "X" SEBAGAI BANK RETAIL DI MASA KRISIS EKONOMI

• Main Author: Purbosanjoyo, Pryobudi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/1670
• Institution: Institut Teknologi Bandung

\"X\" bank Ltd. is a regional government company in Jakarta capital city. It is facing difficulties situation and condition in running its banking business because of the economic crisis until now. To prevent declining the bank performance especially in credit, reposition its credit marketing strategies are very important. It will perform a good performance and it can increase its revenue. To reach company vision and mission by deciding its transparent market segmentation, target market and product positioning. Therefore marketing activities will be focused. The steps of reposition its marketing credit strategies are defend on vision and mission\'s company that it will be implemented as a credit budget for the year of 2000. Market analysis is for understanding and anticipating changes of market and threats of competitors. SWOT analysis is for evaluation its capacity and sources. Competition analysis is for deciding where to compete and how to decide its positioning against competitors in every target market. To reach advantage competition by deciding clearly its segmentation market and target market. Generic strategy is defined by deciding focus strategy and push ahead its advantage overall cost. Segmentation strategy is for credit retail in banking industry especially for middle to lower classes. Target market. strategy is defined forgovernment employees, government companies, outstanding private companies, government contractors or suppliers, middle to lower entrepreneur and cooperation. Its product positioning will serve banking services and personal needs with service excellent. The result of discussions are credit marketing strategy that it is recommended running an integrated marketing mix that it contains policies of product., credit. distribution, interest rate of credit and promotion. The changes of credit marketing strategy will effluent the increasing of operational bank revenue from credit. retail segment. and still remain to maintain the existing corporate segment Retail credit segment is a potential market because of higher volume transaction and lower credit risk but the amount per unit is relative small. Implication of the credit marketing strategy application that it has been reposition, the company has to take care of risk management in lending. It is defend on prudential banking, service excellent, rearrange human resources and information technology.