Analisis Strategi PT. Bank Rakyat Indonesia (Persero) Tbk: studi pada bisnis mikro BRI Tanjungpriok

As'ari, Supriyadi, Dr., M.Sc.

2008 | Tesis | S2 Magister Management

Penelitian ini berjudul Analisisi Strategi PT. Bank Rakyat Indonesia Tbk (Persero) (Studi pada Bisnis Mikro BRI Tanjung Priok). Adapun tujuan penelitian ini adalah untuk mengetahui pilihan alternatif strategi yang dapat diterapkan di bisnis mikro BRI Tanjung Priok. Loan To Deposit Ratio (LDR) adalah indikator berjalannya fungsi intermediasi bank. Sumber permasalahan terletak pada masih rendahnya LDR mikro banking BRI Tanjung Priok yaitu sebesar 60,74%. Sedangkan LDR BRI secara nasional sebesar 78,19%. Pengumpulan data dilakukan dengan mengadakan studi langung di sebelas BRI Unit di bawah binaan BRI Tanjung Priok. Model analisa yang digunakan adalah analisa data secara kualitatif yaitu analisis lingungan industri serta analisa lingkungan internal meliputi organisasi, Sumber Daya Manusia dan Operasional serta kinerja perusahaan. Dari analisa lingkungan eksternal dan internal dilakukan analisis SWOT. Untuk persaingan industri digunakan analisis Five Forces Model Porter. Selanjtnya Analisis Nilai Jaringan (The Value Net) juga dipergunakan untuk menekankan interkasi positif

yang tidak diindahkan Porter. Hasil penelitian menunjukkan bahwa mikro banking BRI Tanjung Priok menghadapi ancaman dari sisi eksternal berupa persaingan yang kuat, pelayanan yang excelent dan kurangnya jumlahnya ATM. Berdasarkan Analisa SWOT Matriks, strategi yang harus dilakukan adalah memperluas jangkauan dengan menambah unit-unit kerja baru, memperthankan dan meningkatkan differensiasi produk dan memberikan pelayanan yang cepat dan prosedur ,menambah remote acces di BRI Unit serta menambah jumlah ATM. Kata Kunci: Differensiasi.

This study title's is The Strategic Analyze of PT Bank Rakyat Indonesia (Case Study on the Micro Business at BRI Tanjung Priok branch). The purpose of this study is to identify the alternative choices of strategy that can be applied at the micro business at BRI Tanjung Priok branch. The loan to deposit ratio is the indicator of the intermediator function of the bank. The main problems is the LDR of micro banking BRI Tanjung Priok branch is still low, 60,74%, below the LDR of BRI nationally, 78,19%. The data colletion had been done by do the direct study at the eleven unit BRI under the BRI Tanjung Priok branch. The model is the qualitative data analyze: industrial environment and internal environmental, such as organization, human resources, operational, and organization performance. Based on the external environment and internal environtment analyze, we do the SWOT analyze. For the industrial competition, we use Five Forces of Porter' s model. We also use the Value net to push the positive interaction that been abandoned by Porter. The result showed that BRI Tanjung Priok's microbanking has faced the threat from the external such as strong competition from the competitors: excellent quality of service from competitors, and unadequate of ATM in some places. Based on SWOT Analyze-Matriks, BRI Tanjung Priok must do expand the networks by adds some new unit business, keep and build the product differentiation, and give faster service and procedures, add remote access in some BRI units, and increase the ATM's places. Key words: Differentiation

Kata Kunci : Strategi Bisnis; Perbankan; Bisnis Bank; Bank Mikro; BRI