PROPOSED STRATEGY TO IMPROVE COMPETITIVENESS OF KOREAN DESK IN BRIGITTE BANK

• Main Author: Christle, Brigitta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63617
• Institution: Institut Teknologi Bandung

South Korea Foreign Direct Investment in Indonesia has grown since this past year, it is recorded that the growth was started significantly increased since 2017, which opens up the opportunity of many South Korean business established in Indonesia, where in 2020 the South Korea FDI result was recorded increased quite significantly by growth of 64% to $1.8 billion in 2020 which also resulted as the highest contributor country growth realization by 72% above Singapore, China, Hongkong, and Netherland as the top FDI origin country. This opportunity sought by Brigitte Bank Korean desk to grow and to cater or facilitate Korean business player in Indonesia by providing the required banking support. Nevertheless, this opportunity also sought by many other banks, on whether it is a local/ multinational bank who owns Korean desk as well or South Korean banks in Indonesia, Therefore, this final project research is aiming for Korean desk Brigitte Bank to self-assess internally, on which area to improve as well as author to provide proposal of business strategy solution to improve Korean desk Brigitte Bank competitiveness. Research result shows that there are external and internal business strategies should be pursued, which are collaboration with Korean bank in Indonesia as well as to improve internal resources & capabilities such as human resources to improve people competitiveness segment, updated product/service availability and retail business promotion like digital banking and supply chain financing as Brigitte Banks competitive strength, credit department capability to take onshore credit limit above USD 120 Mio and engagement of GRM and customer parent company.