Strategi bersaing segmen micro banking Bank Danamon Tbk :: Studi kasus Danamon Simpan Pinjam

RINALDI, Budi Santoso, Dr., M.Bus

2009 | Tesis | S2 Magister Manajemen

Penelitian ini berjudul strategi bersaing PT Bank Danamon Tbk, study kasus pada Danamon Simpan Pinjam bertujuan untuk mengevaluasi strategi yang diterapkan PT Bank Danamon Tbk., menganalisis faktor eksternal dan internal perusahaan serta menganalisis key success factor, driving force, strategi group maps. Untuk bersaing menghadapi kompetisi pada segmen microbanking. Pengumpulan data dilakukan dengan mengadakan studi langsung di Danamon Simpan Pinjam (DSP) pusat. Metode analisis yang digunakan dalam tesis ini adalah analisis data secara kualitatif yaitu analisis lingkungan eksternal yang meliputi lingkungan ekonomi, politik, social demografi, teknologi. Analisis lingkungan internal meliputi pemasaran, SDM,teknologi, keuangan. Dari analisis eksternal dan internal dilakukan analisis SWOT. Untuk analisis persaingan industri digunakan konsep five forces model, analisis Key success factors, driving force, strategic group maps. Hasil penelitian menunjukan bahwa Microbanking PT Bank Danamon Tbk yaitu DSP menghadapi ancaman berupa persaingan yang semakin kuat, turn over karyawan tinggi akibat pindah ke bank pesaing. Berdasarkan dari analisis SWOT strategi yang harus dilakukan adalah memperluas jaringan sampai ke Indonesia timur yang intensitas persaingan masih rendah, memperbaiki mekanisme penggajian, insentif, guna mengurangi turn over karyawan yang tinggi. Terus berinovasi dalam mengembangkan produk dan layanan untuk pembiayaan mikro. Memperbaiki system swiching cost yang ada.

This research strategy, entitled compete PT Bank Danamon Tbk, the case study on Danamon Simpan Pinjam (DSP) aims to evaluate the strategies that apply PT Bank Danamon Tbk., Analyze internal and external factors and analyzes the company's key success factor, driving force, the strategy group maps. To compete in the competition segment microbanking Collecting data is done with a study in Danamon Simpan Pinjam (DSP) center. Methods of analysis used in this thesis is the analysis of qualitative data analysis environment that is an external environment that includes economic, political, social demography, technology. Internal environmental analysis include marketing, human resources, technology, finance. Analysis of external and internal SWOT analysis done. For the analysis of the industry used the concept of five forces model, analysis of key success factors, driving force, strategic group maps Results of research showed that Microbanking PT Bank Danamon Tbk. DSP that is a threat to the increasingly strong competition, high employee turn over due to move to a competitor bank. Based on the SWOT analysis of the strategies that must be done is to expand the network to the east of Indonesia is still low intensity of competition, improving the users mechanisms, incentives, to reduce employee turn over rate. Continue to innovate in developing products and services for micro financing. Improve the system that is cost swiching

Kata Kunci : Microbanking,Analisis SWOT,Key sucess factors,Driving force,Strategic group maps