ANALISIS SUMBER DAYA, KAPABILITAS ORGANISASI DAN FAKTOR EKSTERNAL DALAM STRATEGI BERSAING UNIT BISNIS KREDIT KONSUMER PT BANK CENTRAL ASIA TBK

IWAN TIRTA PERMANA, GO, Dr. Widigdo Sukarman, MBA, MPA.

2014 | Tesis | S2 Manajemen

Industri properti di Indonesia telah tumbuh pesat yang ditandai dengan peningkatan harga dan volume penjualan properti. Hal ini juga ikut mendorong pertumbuhan pembiayaan pemilikan rumah dalam bentuk KPR (Kredit Pemilikan Rumah). Belajar dari kasus subprime mortgage di Amerika Serikat serta memperhatikan kondisi perekonomian yang berpotensi overheating, Bank Indonesia telah melakukan berbagai kebijakan moneter seperti peningkatan suku bunga Bank Indonesia, dan khusus untuk sektor properti dengan mengeluarkan peraturan pengetatan KPR dari sisi LTV KPR dan KPR Inden. Kondisi yang kurang mendukung bisnis properti dan KPR menjadi tantangan bagi perbankan untuk tetap bertahan. Tulisan ini dilakukan pada Unit Bisnis Kredit Konsumer (UBKK) PT BCA, Tbk yang bertanggung jawab atas bisnis KPR BCA. Penelitian bersifat deskriptif dengan sumber data primer dan sekunder. Adapun tujuan penelitian adalah menganalisis faktor eksternal serta sumber daya dan kapabilitas UBKK BCA untuk menciptakan strategi bersaing dalam industri KPR. Penelitian dilakukan dengan menganalisis lingkungan eksternal industri KPR di Indonesia dengan five forces analysis dan SLEPT analysis. Dan dilanjutkan dengan menganalisis sumber daya dan kapabilitas organisasi dengan menggunakan value chain analysis yang dikombinasikan dengan VRIO factor. Langkah terakhir adalah menganalisis peluang dan tantangan kondisi eksternal bisnis KPR serta kekuatan dan kelemahan sumber daya dan kapabillitas organisasi, yang semuanya dikombinasikan menggunakan TOWS analysis. Tantangan utama dalam bisnis KPR saat ini adalah kebijakan Bank Indonesia yang melakukan pengetatan KPR, serta kondisi perekonomian yang kurang mendukung seiring dengan siklus ekonomi serta adanya event Pemilu di tahun 2014. Meskipun demikian, potensi bisnis KPR masih besar dengan didukung jumlah penduduk Indonesia yang besar serta peningkatan kelas menengah penduduk Indonesia. Dari sisi internal, BCA memiliki sumber daya yang memadai untuk bersaing dalam industri KPR, yaitu brand image, cost of fund rendah, SDM yang kuat, budaya kerja, infrastruktur yang terintegrasi dalam delivery channel yang luas dan standar layanan kepada 12 juta nasabah BCA. Berdasarkan analisis TOWS, strategi yang tepat atas kondisi eksternal industri KPR yang didukung sumber daya dan kapabilitas organisasi KPR BCA yaitu dengan pengembangan brand image, fokus pada middle class customer, peningkatan portofolio KPR yang berkualitas, serta optimalisasi prosedur dan kebijakan untuk mendukung cost leadership. Adapun peneliti juga menyarankan agar salah satu competitive advantage BCA yaitu cost of fund yang rendah perlu dikelola lebih baik serta pengembangan konsep relationship banking secara terstruktur.

The property industry in Indonesia has grown rapidly which is characterized by increase in the price and volume of property sales. It also encourages the growth of home ownership financing (mortgage loan). Learning from subprime mortgages in the United States as well as attention to a potentially overheating economy, Bank Indonesia has conducted a variety of monetary policy such as an increase in the interest rate, and specifically to the property sector by issuing mortgage tightening regulation of the LTV and indent mortgage. Unfavorable conditions of the property and the mortgage business is a challenge for banks to keep survives. This paper conducted on the Unit Bisnis Kredit Konsumer (UBKK) PT BCA, Tbk, which is responsible for the mortgage business of BCA. The study was descriptive with primary and secondary data sources. The purpose of the study was to analyze the external factors as well as the resources and capabilities of UBKK BCA to create a competitive strategy in the mortgage industry. The study was conducted by analyzing the external environment in the mortgage industry in Indonesia with five forces analysis and SLEPT analysis. The next step is analyzing the resources and organizational capabilities by using value chain analysis combined with VRIO factor. The final step is to analyze the opportunities and treats of the external conditions of the mortgage business as well as the strengths and weaknesses of resources and organization capabilities, all of which are combined using a TOWS analysis. The major challenge in today's mortgage business is Bank Indonesia's home loan tightening policy, and unfavorable economic conditions in line with the economic cycle as well as the election event in 2014. Nonetheless, the potential of mortgage business is still large which supported by a large number of Indonesian population and the increase in middle class population in Indonesia. Internally, BCA has adequate resources to compete in the mortgage industry such as brand image, low cost of funds, strong human resources, work culture, integrated infrastructure in an extensive delivery channels and standard services to 12 million customers BCA. Based on TOWS analysis, strategy by taking into account the external conditions of the mortgage industry that is supported by the resources and capabilities of the organization is with KPR BCA brand image development, focus on the middle class customer, quality improvement mortgage portfolio, as well as the optimization of procedures and policies to support cost leadership. The researchers also suggested that one of BCA competitive advantage is the low cost of funds that need to be managed better as well as the development of the concept of relationship banking.

Kata Kunci : KPR, five forces analysis, VRIO factor, value chain analysis, TOWS analysis, competitive advantage