Strategi bisnis BNI card center untuk mancapai 1,9 juta kartu kredit

WIJAYA, Andi, Harsono, Dr., M.Sc

2010 | Tesis | S2 Magister Manajemen

Penelitian tests mi dtlakukan dengan tujuan untuk mendapatkan rumusan strategi bersaing dari kartu kredit BNI dalam menghadapi persaingan industri kartu kredit dan mengetahui altematif strategi agar kartu kredit BNl menjadi market leader di indonesia, dengan cara mengindenlifi~asi faktor lingk-ungan e~stemal maupun fal1o r lingkungan internal BNJ Card Center. Analisis Lingkungan eksternal dilakukan melalui analisa PEST (analisa Politi!-, EJ..onorni, SosiaJ dan TeJ..nologi), anaJisa Driving Forces. a.nalisa Five Forces Model Bisnis kartu kredit, analisis segmen premium kartu kredit dan analisis Key Success Factor (KSF). Sedangkan analisis lingkungan internal dilakukan dengan menganalisa fal1or manajerial, faktor kemarnpuan bersaing perusahaan, faktor keuangan, fakrtor teknis dan analisa SWOT. Dari hasil analisa tersebut dibuatlah pilihan alternatif strategi. Untuk mencapai Visi Kartu Kredit BNJ agar menjacli market Jeader yang 1mgguJ dalam la anan dan kinerja pada bisnis kartu di Indonesia maka dibuat roadmap target kartu kreclit yang harus dicapai hingga tahun 2013 dan grand strategi pencapruannya. Kata kunci : strategi bersaing, analisa lingkungan, roadmap, grand strategy.

This thesis was conducted in order to obtain the formulation of BNJ credit cards competitive strategy to face competition in credit card industry and find out alternati ve strategies in order that BNI credit cards become the market leader in Indonesia, by anal sing the e.'\.'temal environmental factors and internal environmental factors of BNI Card Center. The external environment analysis is obtained using PEST analysis (anaJysis of Political, Economic, Social and Technology), Driving Forces analysis, Five Forces Model analysis, credit ard segment analysis and Key Success Factor analysis (KSF). Meanwhile, the internal environment analysis is conducted by analysing managerial factors, capability of competing firms, financial factors, technical factors and also using SWOT analysis. Those analysis result discover an alternative strateg . To achieve vision of the Credit Card in order to become market leader in service excellence and performance in Indonesian card businesses, then the credit card roadmap created until! 2013 and the grand strategy. Keywords: competitive strategy, emironmental anal sis, roadmap, grand strategy.

Kata Kunci : Strategi bersaing,Analisa lingkungan,Roadmap,Grand strategy