PROPOSED DIFFERENTIATION STRATEGY FOR JENIUS ON CREATING DIGITAL INVESTMENT CAPABILITIES

• Main Author: Oktopianus
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63556
• Institution: Institut Teknologi Bandung

Number of local investors in the Indonesian capital market has continued to increase significantly in recent years and has reached 6.1 million investors by August 2021 with total managed funds reaching IDR 900 trillion. What’s interesting is young investors dominate the demographic with more than 80% of local investors are under 40 years old. In addition, the government continues to support the growth of local investors by reducing income taxes, promotions and others. In line with the above phenomenon, the number of platforms that provide digital investment features, banks and financial technology (fintech), is also increasing and growing. Jenius, a digital banking platform owned by Bank BTPN, has been around since 2016 and has been helping millions of Indonesians manage their financial lives. However, the services provided by Jenius are not yet complete. Jenius does not yet have digital investment services as part of the financial solutions offered to its customers. Therefore, in the midst of increasingly tight competition in digital investment platforms, a differentiation strategy is absolutely important for Jenius to be able to compete and win. Before creating a differentiation business strategy, this thesis developed internal and external analysis using SWOT, Porter's Five Forces and Competitor Analysis. The data used in this thesis are from different academic literatures, quantitative data from surveys, and qualitative data from in-depth interviews. Business strategy is formulated using Porter's Generic Strategy framework and Diamond Strategy Model. Service differentiation is selected as the key recommended differentiators. Other than that, this thesis also highlighted various recommendations and the implementation plans.