PROPOSED STRATEGY OF SME BANK MAJU BERSAMA TO GET PROSPECTIVE CUSTOMERS IN THE CONDITIONS OF COVID 19

• Main Author: Indrawan, Martin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53571
• Institution: Institut Teknologi Bandung

Bank Maju Bersama has several business segments that have a different focus and target markets. Each line of business will strive to contribute to the portfolio achievement and the achievement of business profits for the company. Bank Maju Bersama divide into two business groups serving the consumer and business segments. There are small and medium enterprises (SMEs) in the business segment that established in 2013. Since its establishment, the Bank Maju Bersama SME business has multiplied until the end of 2019. The SME Bank Maju Bersama business has succeeded in having more than 3,200 customers with a more than 19 trillion rupiah loan portfolio. This achievement has brought the SME division of Bank Maju Bersama to become one of the competitors to be considered in the SME loan financing market. In 2020 the COVID 19 pandemic hit Indonesia and resulted in many business actors being affected by this pandemic. The government takes various ways to overcome this problem, from health focus to finance focus. One of the government regulations issued to help business actors in the financial sector is to have issued authority regulation number 11 / POJK.03 / 2020. Through this regulation, affected business actors can apply for restructuring their loans to financial institutions with a scheme lowering interest rates, extending the term, reducing principal arrears, reducing interest arrears, adding credit/financing facilities, and converting credit/financing to Temporary Equity Participation. The authors analysed several SME business actors in several industrial sectors to analyze the company's condition through this condition. This research can be a basis for banks' analysis in determining potential customers to be granted loans. This research will use external analysis (PESTEL), internal analysis (VRIO), and industrial analysis. From the analysis, the bank's strengths and weaknesses have explored to form the bank's strategy formulated through the Strategy Diamond framework.