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Bank Syariah Mandiri (BSM), the market leader in Indonesian Islamic banking <br /> <br /> <br /> <br /> <br /> industry, has targeted to be the 10th largest bank in Indonesia, in term of asset size, in 2015. Several projects have been defined. One of the projec...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/19662 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Bank Syariah Mandiri (BSM), the market leader in Indonesian Islamic banking <br />
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industry, has targeted to be the 10th largest bank in Indonesia, in term of asset size, in 2015. Several projects have been defined. One of the projects is ‘enhancing website’ to make the BSM’s corporate website as a successful lead generator, bringing as much as possible potential customers. To achieve this goal, this final project elaborates a theory of viral growth and mix it with a theory of resource-based view (RBV) for sustainable competitive advantage (SCA). It resulted the resource gap, namely inexistence of a tool to maintain opinion leaders. Therefore, BSM needs to create the tool. To match the tool with the market condition, some marketing approaches are used, namely segmenting, targeting, positioning, branding, and marketing mix. To make the tool work as lead generator in the BSM’s website, two projects are endorsed which are creating the tool and the organization function needed. |
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