DIGITAL BANKING MARKET PENETRATION STRATEGY FOR SMALL-MEDIUM ENTERPRISE: BANK SHINHAN INDONESIA

• Main Author: Yang, Dongsung
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35803
• Institution: Institut Teknologi Bandung

Fin-tech and Digital Banking will continue to drive innovation into the market to meet the increased convenience and connectivity needs of customers. This sector is showing tremendous growth potential. Mobile-based financial products have targeted to customers who can hardly access to branches and also made them easy to do any transaction with the convenience of use. Bank Shinhan Indonesia(BSI) will focus on providing digital product that can make customers easier and wealthier, especially SME customers. In proposing BSI's digital marketing strategy, PETSEL, 5 forces model, Root Cause analysis, Research, STP and 7ps analysis are used for market penetration strategy through cooperation with entity which has a significant market awareness and a similarity in terms of business field. In order to improve weak consumer awareness, thus, BSI would consider how to effectively enter the market through collaboration with digital platform company.