POST-MERGER OPERATIONAL STRATEGY; CORPORATE BANKING BUSINESS SERVICE IN PT. BANK PHOBOS’ UNIVERSAL BRANCHES

• Main Author: Tri Waskito Nugroho, Yoga
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46884
• Institution: Institut Teknologi Bandung

PT. Bank Phobos Tbk. is one of the most prominent banks in Indonesia, serving various customer segments. In the first quarter of 2019, PT. Bank Phobos Tbk. has conducted strategic move by merging with PT. Bank Deimos Indonesia, a subsidiary of the second largest bank in Japan. As mostly PT. Bank Deimos Indonesia was only focusing on corporate banking customers, it is important for PT. Bank Phobos Tbk. to catch up in terms of its operational conduct which only served retail customer segment formerly. Currently, the expansion of corporate service in existing Phobos’ branches becomes the most prevalent issue in Operations Directorate since it requires new workflows, procedures, and human resources skills. The primary data collection for this final project is done by qualitative method, especially by gathering the requirements as well as information from both Business and Operations Directorate through interview. Other than that, the writer also conducted interview to potential corporate customers from the city where this corporate branch is going to be located. The result concludes that from the company perspective, corporate banking service is quite new for operational unit and therefore it needs special attention. Meanwhile, from customer perspective, it is expected that the service level is not going to be different from the existing corporate branch in Jakarta, even better. These conclusions are later be described in Chapter 2 and become analysis fundament in Chapter 3. In order to secure the company data, the writer masked several information which might include company name, department/unit name, and other elements. Meanwhile, the secondary data was collected from news articles, online websites, reports, journals, books and blog posts for reviews or online review platforms. Based on the Hill’s Strategy Development Framework analysis, PT. Bank Phobos Tbk. needs to strategize its operational conduct in four design choices, which are; 1) New branch typology 2) New workflow design 3) Risk management measures and 4) New organizational design. These four proposed solutions will ultimately determine the details of the task lists in order to succeed the corporate service project in Phobos’ universal branches. The mentioned-above proposals are also result of SWOT analysis which includes Golden Triangle Framework analysis for strengths & weaknesses determination (internal forces) as well as PEST analysis to define opportunities & threats (external forces).