ANALISIS STRATEGI PEMASARAN BANK BERDASARKAN PENDEKATAN STRATEGIC MARKETING PLUS 2000 (STUDI KASUS DI KODYA BANDUNG)

• Main Author: Asrianto Sakka, Andi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4877
• Institution: Institut Teknologi Bandung

<b>Abstract:<p align=\"justify\"> <br /> One way or another to cope with competition among Banks in order to get new clients or maintain old clients is to create a new market opportunities that even small but potential to give more profit. In this case, the college students are chosen as a selected sector for the potential market.<p align=\"justify\"> <br /> This research - Banking Marketing Strategy Analysis was prepared by using Strategic Marketing Plus 2000, which contain of three principal component, that is <br /> I. Strategy (Segmentation, Targeting, Positioning). <br /> II. Tactic (Differentiation, Marketing Mix, Selling) <br /> III. Value (Brand Service, Process).<p align=\"justify\"> <br /> The above principal components were analysed based on variables as a result of the questioners given to the students in several random areas in Bandung and processed through Analysis Factor by using SPSS for Windows ver. 9.01 software.<p align=\"justify\"> <br /> The resume from this research are as follows : <br /> 1. Strategy component dominated by Personal Factor variables. For example, students like to collect II) card, which is provided, by the bank. <br /> 2. Tactic component dominated by Bargaining Facility Factor, such as the number of ATM Machines provided by the bank. <br /> 3. Value component dominated by Service Factor like one-day money remittance and 24 hours information service.