EVALUASI STRATEGI PEMASARAN BANK X DALAM MENYALURKAN KREDIT PENSIUNAN DALAM RANGKA MENINGKATKAN DAYA SAING PERUSAHAAN

• Main Author: Maulana, Alvin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/3068
• Institution: Institut Teknologi Bandung

<b>ABSTRACT:</br><b> <br /> The attacked of economic crisis in Indonesia in last few years has changed the majority banks strategic policy in Indonesia from corporate banking focus into retail or consumer banking focus. Beside the government regulation of territory autonomy has forced the local government to increase their local income by building or supporting a current local government enterprises one of the implementation is encourage the Region Development Bank (BPD) as a local government enterprise in funneling credits to pensioners. That condition become crowded by the changed of banking consumer condition based on the complexity of a modern society needs and the better of people education levels. Both factors clearly become a threats an challenges for Bank X as a bank which funneling pensioners salary and credit. To respond that condition, Bank X needs to retain the firm\'s consistency and competitive advantage by evaluating theirs marketing strategy in funneling pensioners credit as the company core\'s business.<p> So the question need to be answered at the end of this research is what kind marketing strategy for Bank X to raise the firm\'s competitive advantage? This research expressed that the bank X current customers have a different needs and characteristics. So to win the competition, Bank X need to target a consumer segment which their needs and characteristics in accordance with the firm\'s resources and expertise. The company have to create a new value to fulfill the targeted customer needs or apply the focus differentiation strategy. That strategy is a result from SWOT analysis, a systematic method based on logical thinking to maximize the firm\'s strength and opportunity and the same time minimize the firm\'s weakness and threats. This research also using an external analysis and environmental scanning by industrial structure analysis (5 forces Porter) to identify opportunities and threats and internal scrutiny by value chain\'s analysis to identify company strength and weakness. At the ends of this research explain about managerial implementations to achieve a maximize result according to the new marketing strategy.