BUSINESS STRATEGY DEVELOPMENT TO MAXIMIZE LENDING BUSINESS PERFORMANCE OF JAYA DIGITAL BANKING IN BANK BANGKA

• Main Author: Rika Jaya Tri br Barus, Sarah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54000
• Institution: Institut Teknologi Bandung

Technology disruption impacts banking industry not only in the operational but to core which change the way bank do their business. Many banks in Indonesia already include the digitalization in their strategic formulation or even already expect the digital service as their revenue generators. Bank Banka is one of that banks that takes this digitalization initiative seriously. Through Jaya digital bank that was launched in 2015 they reshape financial product through several innovative products including digital lending named Flexi fund. After two years of operations, Flexi fund business performance is still underachieved compare to target which set by management. Internal analysis which conducted with STP and SWOT shows that Flexi fund current product already meet needs of current target market. External analysis which conducted with PEST and SWOT also shows that the current market still have huge potential to grow. To answer the business issue, using Ansoff model framework this thesis recommends banks strategize with market penetration and market development. This strategy then elaborated in several strategy points which implementable for business.