PROPOSED MARKETING STRATEGY TO INTEGRATED MARKETING COMMUNICATION OF BANK SYARIAH MANDIRI

• Main Author: Al Ichsan, Dimas
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/43050
• Institution: Institut Teknologi Bandung

The Banking Industry is the Financial Services Industry with the largest assets in Indonesia. This then makes this industry in a fierce competition. Based on its principles in Indonesia, the banking system is divided into 2 (two) forms, namely Islamic banks and conventional banks. Bank Syariah Mandiri (BSM) is a Sharia commercial bank with the largest market share in Indonesia. However, BSM as a Sharia commercial bank has not become the top choice. This can be seen from the small market share of Islamic banks in the industry Based on the results of the exploration of business issues, it is known that Indonesia itself has a tendency to a stable political situation, a good economy, Sharia which is a trend of society, and follows the development of information technology. But in the Sharia banking industry itself faces a high bargaining power of buyers and suppliers, high threat of substitutes, high rivalry among competitors, and threat of new entrants at the medium level so the profit potential of the industry are limited. From the 7p marketing mix, there are six dimensions that become the problem so that BSM has not being top choice bank. The root of the problem namely Product, Price, Promotion, People, Physical Evidence, anda Process. The strengths of BSM are in the number of branch offices and ATMs that are large and scattered, the large number of employees among competitors, has implemented the e-banking system in its services, and has more appreciation among its competitors. However, BSM itself has weaknesses such as the low promotion costs, as well as the low level of differentiation with products from competitors. Therefore, the authors propose several new marketing strategies for integrating customer communication related to the marketing mix.