STRENGTHENING BNI’S POSITION AS A TRANSACTIONAL BANK BY OPTIMIZATION OF CASH MANAGEMENT SOLUTIONS

• Main Author: Hasyella Harahap, Ringga
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84040
• Institution: Institut Teknologi Bandung

The cash management industry is becoming significantly intense from both banking and nonbanking institutions as they keep innovating and offering advanced solutions to meet and cater to the dynamic business of corporate customers. This situation impacted the performance of cash management in BNI and undermined the position of BNI as a transactional bank. The primary concern based on this situation is to identify the strengths and weaknesses of BNIDirect represented as one of the cash management solutions in BNI and analyze the trends that are set by the competitors. This study was conducted to explore the strategic initiatives that can be formulated for PT. Bank Negara Indonesia (BNI) to strengthen its position as a transactional bank through the optimization of its cash management solutions, specifically focusing on BNIDirect. The study involved the analysis of understanding the nature of the competition and assessing the position of BNI in terms of cash management solutions relative to its competitors. The qualitative method was employed based on the interview with the key executive management and the literature review related to marketing and business strategy to uncover valuable insight which supported by the internal analysis such as resource, VRIO, porter value chain, STP, & 7P’s analysis and also external analysis such as PESTEL, competitor, customer and Porter 5’s forces analysis. These analyses will be further constructed to develop the best practices that can strengthen the positions of BNI as a transactional bank through the strategy formulation based on marketing strategies such as the proposed of 7P’s marketing mix & Proposed STP and Business strategy which based on Generic Porter Strategy. The research concludes that by addressing and overcoming the challenges that impacted to the cash management solutions, BNI can solidify its market position and achieve sustainable growth in the competitive cash management industry.