IMPLEMENTATION OF DYNAMIC SEGMENTATION MODEL WITH INTEGRITY COMPREHENSIVE APPROACH THROUGH INFORMATION SYSTEM AS A BASIS FOR CREATING MARKETING STRATEGY AND PROGRAM IN MORTGAGE DIVISION AT PERMATA BANK BANDUNG BRANCH

• Main Author: Suryadinata (NIM 29105057), Albert
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5692
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> The mortgage industry at present facing a strong and intense competition whilst entering the red ocean competition through lowered interest rate and mortgage fees which is in abnormal state. This condition is felt by Permata Bank which just recently spread its wing in Indonesian banking. These condition caused by banks marketing professionals whom not yet to increase the marketing program based on the micro understanding of consumer behavior. These created by the lack or non existence of consumer behavior analysis based on market segmentation which should have been done in more details and depth. Thus, the marketing program stand alone with just on the pricing factor, yet there are many factors that are linked to the target market itself, such as education, social status, economy condition, etc; which can be use as a base in the development of dynamic and sustainable marketing plans against the markets changes and developments. Now days, a company can not stand alone with just one segmentation variable, but must use multi criteria segmentation related to the dynamic changing in the market itself. <br /> <br /> <br /> <br /> <br /> These arguments are the ultimate foundation of this thesis, with detailing multi criteria segmentation which relevant to the mortgage industry. The next step is making dynamic segmentation model by developing a system that can produce the segmentation simultaneously with the aid of information system, that could be used as a solid base for creating strategy and marketing program for mortgage division at Permata Bank Bandung branchs. <br /> <br /> <br /> <br /> <br /> The selection and application of variable in this dynamic segmentation model, applied by using focus group discussion. Each variable in the dynamic segmentation will be measured of their effectiveness through in depth interview technique with five criteria effectiveness segmentation. The result of this dynamic segmentation model is effectiveness value of each combination from variables segmentation can be sought by marketers.