PROPOSED STRATEGIES FOR MORTGAGE BUSINESS AT BANK BCU

• Main Author: Panduwati, Linda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46560
• Institution: Institut Teknologi Bandung

BCU Bank is a company in the form of limited liability companies and is engaged in banking financial services including mortgage. Based on the financial report of 2018, BCU Bank's asset growth and credit amounted to 10.34% and 11.69% (higher than the average public bank of 5.53% and 7.05%). The market share outstanding KPR Bank BCU in September 2019 amounted to 24.30%. Currently, BCU Bank experience at least 3 (three) challenges, decline of KPR market share, the growth of unbalanced assets (not supported by other supply chain components in mortgage ie. cheap funds, operational costs, credit quality, and legality collateral), as well as the Bank BCU has just been conducting a transformation strategy such as product-based business to become segment-based, but have not been handed down to the strategy execution plan especially for the majority segment, the current millennial segment that shows a growing interest in renting because of the high price of home. The research aims to formulate a business strategy improvement to enhance the market share, strengthening the position of Bank BCU in the housing value chain, as well as optimizing the millennial segment through a more acceptable digital transformation. After conducting research methods in the form of internal and external environmental analysis, including surveys to debtors and developers to know their perception of BCU Bank, supported the formulation of problems using triangulation and fishbone, and formulated strategy formulation through SWOT Matrix, Strategy Diamond, and Canvas Business Model, Bank BCU need to re-allign to the transformation strategy that has been made with 5 (five) strengthening of the approach to the Customer Touch Point, Partnership, Best in Class Process, Business Rebalancing, and Employees Touch Point.