PROPOSED MARKETING STRATEGY TO IMPROVE YASA GRIYA LOAN PORTFOLIO A CASE STUDY IN PT. BANK TABUNGAN NEGARA TBK BRANCH OFFICE BLUE

• Main Author: Padmonodewo, Ghani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46562
• Institution: Institut Teknologi Bandung

“PT. Bank Tabungan Negara, Tbk or better known as BTN is a State-Owned Company engaged in banking financial services. BTN began with the establishment of Posts bank in Batavia in 1897 during the Dutch colonial period.” Being a big state-owned company is certainly not easy because it requires a large loan and funding portfolio. One component in the value of assets is commercial loan, commercial loan is the largest contributor to assets other than consumer loan. Commercial loan have several derivative products that support each other, including: BTN construction loan, BTN working capital loan, BTN Investment loan and others. BTN has a challenge to be able to maintain commercial loan portfolio position as a market ruler but to survive it requires a superior marketing strategy to be able to compete. Understanding BTN's strategy and performance both current conditions and available information, especially with regard to the Bank's business, is needed to conduct qualitative research. The five forces model is used to determine the conditions and potential of BTN Branch Blue, especially in achieving performance and maintaining competitive advantage. Researchers will examine using internal and external analysis to obtain a sufficiently deep picture so that basic information is obtained to formulate new business strategies using SWOT and Segmenting, Targeting and Positioning (STP). Blue's BTN Branch Office marketing strategy has a strong competitive advantage when viewed from Bank BTN as a housing loan provider that already has a strong brand and also has considerable cooperation with developers. From the results of the SWOT analysis, BTN Blue Branch Office has a good competitive advantage and can compete with other banks. Proposing several marketing strategies is one solution to increase brand awareness by creating more value (marketing & services) and increasing more services for customers or debtors through an online and integrated system. From this marketing proposal, it is expected that Yasa Griya loan marketing can be easier and more attractive and provide convenience in the process.