PROPOSED MARKETING STRATEGY FOR BNI XPORA TO INCREASE SMES ACQUISITION

• Main Author: Syah Ramadhan, Ridwan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79737
• Institution: Institut Teknologi Bandung

Export is one of the influential factors in national economic growth. (Salvator, 1990) emphasized that exports are one of the engines driving economic growth. Increasing exports and investment made by developing countries can boost output and economic growth. However, looking Indonesia export trend until the middle of the year the export situation took a downturn in April 2023. Exports from Indonesia experienced a significant slump of 29.4% compared to the previous year, amounting to a 15-month low of USD 19.29 billion. This decline followed an 11.63% drop in the previous month and exceeded market expectations of an 18.55% fall. To bolster Indonesia's export performance Bank Negara Indonesia currently working on the development of a new business model called Xpora, which specifically targets the advancement of business actors in the export sector within the Micro, Small, and Medium Enterprises segments with a primary focus on empowering and facilitating them. However, Based on BNI Annual Report 2022 the overseas segment contributed of 12.6% to the overall product performance, representing an increase of 15.3% compared to the previous year 14.66%. However, despite this positive trend, the proportion of the overseas segment remains the smallest among other segments. The data indicates that the overseas segment has not experienced a significant surge since the establishment of BNI Xpora. Research was conducted using quantitative methods through survey media using the Five A’s concept to measure the awareness level of SMEs about Xpora. The results show several factors that cause low awareness of Xpora including Lack of supporting facility and change in consumer behaviour related to information seeking, lack of digital activation and unappealing promotion content, unmatched between service provided and customer needs, lack of awareness of new brand proposition of BNI. Several marketing strategies will be created that seek to increase Xpora's awareness level so that it can encourage acquisition rates from SMEs. Among them are, Partnership with third party to enhance workshop program and marketing reach as well as maximize utilization of digital channels.