ANALISIS STRUKTURAL DALAM PEMETAAN INDUSTRI PEMBIAYAAN INDONESIA DAN IMPLIKASINYA PADA PT BTMU-BRI FINANCE

• Main Authors: , MUHARAM YUDYARTO, , Dr. Tarsisius Hani Handoko, M.B.A.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/99745/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55883
• Institution: Universitas Gadjah Mada

Tight competitions and dynamic businesses� climate in the financing industries require PT BTMU-BRI Finance to strengthen their strategic position in order to survive and thrive. This research aims to map the strengths and competitive position in the financing industries in Indonesia through structural analysis and also to identify strategic implications in PT BTMU-BRI Finance in order to survive and gain the competitive advantage. Structural analysis is an attempt to identify the key from the structural aspects of the industry that determine the competition�s strengths, and in turn, will determine the industry to gain the profit. This research is formed as descriptive analytical, which the quantitative and qualitative data are being collected, processed and interpreted then analyzed to achieve the purposes of the research. The data are collected through observations, interviews and discussions, as well as distributes the questionnaires to respondents who are selected purposively (judgement sampling). And the secondary data are collected from various documents and publications. This research showed that the overall intensity of the competition in the financing industries in Indonesia is categorized as in the middle. It identified that substitute product is an important variable that determine the competitive intensity, followed by the competitive level in the industry. The fixed cost is a dominant factor which has to be managed in PT BTMU-BRI Finance to offer the product with the competitive price. Based on competitive profile matrix analysis, the marketing force is the most important critical success factor for financing industry. While the response from PT BTMU-BRI Finance for the key success factors is categorized as weak. Strategic group mapping placed PT Orix Indonesia Finance as the main reference for PT BTMU-BRI Finance�s business development. Determination of alternative positioning strategy can be done by using grand strategy matrix. Based on structural analysis which has been done by PT BTMU-BRI Finance, it is in the position of rapid growth market industry and in the other side is in a weak competitive position, which indicates to determine the form of product development strategy, market development and market penetration.