ANALISIS STRATEGI BERSAING PRODUK UNSECURED LOAN PT. BANK MANDIRI (PERSERO),Tbk

Yusuf Usamah Sepahit Lidah, Dr. Supriyadi, M.Sc,

2011 | Tesis | S2 Magister Manajemen

Perkembangan industri perbankan di Indonesia sangatlah pesat, era reformasi membawa banyak Bank Asing melebarkan sayap bisnisnya ke Indonesia. Hal ini tentu membawa konsekuensi bahwa tingkat persaingan akan semakin ketat dan berat. Hanya Bank yang efisien dan dapat terus tumbuh menghasilkan keuntunganlah yang akan bertahan. Bank Mandiri telah mengantisipasinya dengan mencanangkan bahwa “lokomotif pertumbuhan” adalah di sektor kredit yang memberikan yield yang tinggi (high yield loan). Salah satu produk Bank yang memberikan yield yang tinggi adalah kredit konsumtif khususnya Kredit Tanpa Agunan (KTA) atau yang lebih dikenal dengan istilah Unsecured Loan, sehingga ke peranan Unsecured Loan di tahun-tahun yang akan datang sangat penting bagi Bank Mandiri. Tujuan penulisan tesis ini adalah mempelajari dan mengidentifikasi factor- factor utama yang mempengaruhi penerimaan pasar terhadap produk unsecured loan Bank Mandiri, mengidentifikasi kekuatan, kelemahan serta peluang yang ada guna dimanfaatkan dalam mencapai target yang telah ditetapkan serta mengevaluasi strategi dari produk unsecured loan Bank Mandiri yang telah dijalankan saat ini. Penelitian ini merupakan penelitian deskriptif analitis dengan menggunakan pendekatan lima pendekatan yaitu; Key Success Factor, Driving Forces, Strategi Bersaing Porter, Value Chain dan SWOT. Dari hasil penelitian di dapat bahwa produk unsecured loan Bank Mandiri sudah dikenal dan diterima oleh masyarakat hal ini disebabkan oleh kemudahan dalam persyaratan, suku bunga dan biaya yang sangat bersaing serta nama besar Bank Mandiri (Repurtasi) yang sangat baik terutama pada masa 5 tahun terakhir. Adapun faktor yang harus diperbaiki adalah masalah kecepatan proses kredit yang belum merata dan konsisten di semua cabang pemroses dan agar lebih melibatkan kantor- kantor cabang Bank Mandiri untuk membantu pemasaran produk unsecured loan.

The growth of the banking industry in Indonesia is very rapid, and the eras of reform have brought many foreign banks to expand their business in Indonesia. This certainly brings the consequence that the level of competition will be very strict and severe. The Bank that survives is those which are efficient and able to continue to generate profit. Bank Mandiri has been anticipating these challenges by proclaiming that \"the locomotive of growth\" is in the credit sector that provides a high yield loan. One of the Bank product that provides a high yield loan is consumptive credit particularly Unsecured Loan. Therefore the unsecured loan has a very important role for Bank Mandiri in the years to come. The purpose of this thesis is to study and to identify the major factors affecting the market acceptance of the Bank Mandiri unsecured loan product, identify strengths, weaknesses and opportunities that exist in order to be utilized in achieving the target set and to evaluate the strategy of the Bank Mandiri unsecured loan product that has been obtained at this time. This study is a descriptive analytical approach using five approaches which are, Key Success Factor, Driving Forces, Porter's Competitive Strategy, Value Chain and SWOT. From this research it is known that the Bank Mandiri unsecured loans product is well known and accepted by society. It is because of the ease of the requirements, the interest rates and the fees are very competitive and also the Bank Mandiri’s reputation is very good especially during the last 5 years. The factor that must be corrected is the issue of the credit process pace that has not been uniformed and consistent in all processing branches and to better involve the Bank Mandiri branch offices to help market the unsecured loan products.

Kata Kunci : Unsecured Loan, Key Success Factor, Driving Forces, Strategi Bersaing Porter, Value Chain dan Analisis SWOT.