#TITLE_ALTERNATIVE#

• Main Author: ANGELINA (NIM 29106072), INGE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8240
• Institution: Institut Teknologi Bandung

The banking industry nowadays is becoming more competitive along with the ongoing economic growth. Different kinds of strategies are created in order to increase the product growth including credit cards. Competition in credit card is tightly happening as it is one of the most profitable products in banking industry. This is fully supported by the fact that the growth of total credit cards is increasing every year and therefore it is considered very potential.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> Among this tight competition, in early 2006 PT. X launched a Master Card with low interest as the product benefit. Relying on the high number of customers, X tries to implement the marketing program on its own customers as the target market. The program apparently did not work successfully, X then tried to market the product to other company's customers. However, the fact tells that X was still not able to compete with the existing competitors and the total credit cards do not achieve the expected numbers.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> This problem is solved by doing internal and external analysis, and measuring the strength and weakness of the product. This research is also supported by questioners and interviews with customers. Based on the result, then the customer's expectation on the product is known.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> After doing some analysis, it is seen that the low increase of X credit cards is caused by a very poor marketing strategy. Therefore, a new strategy is developed by customizing it with the market expectations. The marketing strategy is made based on 7 P's of marketing mix that consists of product, price, promotion, people, physical evidence, process, and place.<p> <br /> <br /> <br /> <br /> <br /> <br /> <br /> This final report is focused on the implementation of business solution to achieve growth on the total number of credit cards in a short term which is targeting on X customers and on other potential market as the long term strategy. In order to achieve expected target in the next few years, X customers are still considered as the most potential.