Evaluasi strategi pemasaran produk Reksa Dana (Prima Investa) PT. Bank Danamon Indonesia, Tbk Kantor Wilayah 3

PRASETYA, Wisnu, Ir. Hilman Najib, MA

2003 | Tesis | Magister Manajemen

Walaupun sampai saat ini bank-bank nasional masih mengandalkan keuntw,gan dari penyaluran kredit, namun bank-bank sudah mulai berusaha untuk meningkatkan keuntungan dari Fee Bosed Income, Cost of Fund dan perbaikan Komposisi Dana pihak III. Begitu pula halnya yang dilakukan oleh Bank Danamon dalam usahanya meningkatkan keuntungan selain dari penyaluran kredit. Bank Danamon membentuk Divisi Liability, Bancassurance & Investment yang bertugas menciptakan berbagai produk menarik bagi masyarakat dan sekaligus meningkatkan keuntungan perusahaan. Salah satu produk tersebut adalah Prima Invettta Fix Income. Produk ini diharapkan mampu menjadi salah satu produk unggulan dari Bank Danamon. Kantor Pusat Bank Danamon telah membuat Strategi khusus agar produk tersebut mampu bersaing dan memenangkan persaingan. Begitu pula dengan Bank Danamon Kantor Wilayah 3 selain mendapat acuan Strategi dari Kantor Pusat, juga membuat Strategi yang disesuaikan dengan kondisi wilayah sehingga mampu diterapkan di lapangan. Seberapa jauh Strates tersebut mampu diterapkan dan bagaimana hasil yang diperoleh atas pemasaran produk Prima Investa di Kantor wilayah 3 serta dimana positioning produk tersebut mmjadi sesuatu ha1 yang menarik bagi penulis dan berusaha dituangkan dalam Studi Intership ini. Untuk itu perlu dilakukan analisis masalah dengan menggunakan beberapa alat analisis, diantaranya; Analisis SWOT, Analisis FIVE FORCE, Marketing Mix dan pendekatan Competitive-Audit, Strategy-Formulation & Capa bility-Enhancement. Produk Prima Investa dalam analisis SWOT menempati Kwadran I sehingga Strategi yang tepat adalah Strategi Pemasaran secara Agresif. Produk ini menjadi Market Leader dan telah menguasai 3 komponen utama pemasaran, yaitu Strategi Persaingan, Taktik Pemasaran dan Nilai Pemasaran.

Up to this moment all the national banks are still depend upon the profit from the spreadmg up of creQts, but they also try to improve their profits based on Fee based Income, Cost of Fund and to fix The Fund’s Composition. This Condition is also found and done by Danamon’s bank in it’s way to improve the profits besides from giving credits. Danamon Bank creates a liability division, Bancassurance & Investment Division that on duties to creates many interesting products for the society and increase the company’s profits. One of the products is Prima Investa Fix Income. This product is hoped to become one of the main products from Danamon Bank. lhe head quarter office of Danamon Bank has elaborated a special strategy to make it compatible with other products and will be able to win it. This effective lo Danamon Bank in 3rd District too, beside having the reverence strategies from the head qurter office, this office applies a sirategy that has been adapted with the conditions in each teritories. Then these strategies will be used on the fields. How far these strategies are able to be used on the fields and how are the result of the selling of Prima Investa Fix Income product in the 3d District, and so where this product will be positioned, are the reason why the author’s interesting in writing this intership study. That is why he needs to analyze these problems in using some analysis ways, a follows : SWOT Analysi, Five Force Analysis, Marketing Mix and the approaches are Competitive - Audit, Strategy - Formulation & Capability - Enhancement. Prima Investa product in SWOT Analysis is in the first (1”) Kwadran and the right strategy to be used is the Aggressive Marketing System. This product has been the Market Leader and it has conquered 3 important marketing’s components, they are; the Competition’s Strategy, the Marketing’s Strategy and the Marketing’s Value.

Kata Kunci : Strategi Pemasaran,Bank, the Competition Strategy, the Marketing Strategy and the Marketing Value”