The Strategic fit between business unit and marketing activities :: Case of Bank Muamalat Indonesia Tbk. Branch Jogjakarta

ANDRIANSYAH, Edi, Ertambang Nahartyo, Dr.,MSc

2005 | Tesis | Magister Manajemen

Bank muamalat menghadapi persaingan yang semakin kuat bukan hanya dari bank-bank islam tapi juga dari bank-bank konvensional. Persaingan didalam industry perbankan ini merupakan suatu respon dari persaingan yg berfocus kepada kemampuan organisasi untuk memberikan nilai yg superior terhadap konsumen. Hal tersebut harus ditangani secara strategik, sehingga strategi bisnis membutuhkan consistensi di dalam mendesign dan mengimplementasikan strategi marketing dan kesesuaian antara strategi bisnis dan praktek marketing akan menghasilkan keunggulan kompetitif Penelitian ini mencoba melihat adanya kesesuaian antara dua level strategi, strategi bisnis dan strategi marketing dan melihat bagaimana aktivitas-aktivitas marketing sesuai dengan strategi tsb. Penelitian ini menggunakan kerangka yang dibuat sendiri untuk menjelaskan hubungan diantara strategi bisnis, strategi marketing dan aktivitas marketing. Latarbelakang keranka teori dari penelitian ini berdasarkan Harper W. Boyd, Jr., Orville C. Walker, Jr., John Mullins, Jean-Claude Larreche, 2002. Kerangka teori ini menolong penulis untuk melihat kesesuaian strategi antara strategi bisnis dan aktivitas-aktivitas marketing. Hasil dari penelitian ini strategi BMI adalah mempertahankan retail dan micro banking segment. Bisnis strategi dari BMI diklasifikasikan sebagai defender strategy. Defender strategy akan menciptakan secure market share with moderate, strategy growth, narrow product markets dan efficient orientation. Terjadi konsistensi antara strategi bisnis BMI dan strategi marketing BMI. Marketing program BMI selaras dengan differentiated defender business strategy berdasarkan keranka teori Harper W. Boyd, Jr., Orville C. Walker, Jr., John Mullins, Jean-Claude Larreche,2002

Bank Muamalat is facing strong competitors from Islamic banks and Conventional banks. The competitions in the field of banking industry are a response to competitive challenges focusing on organization capabilities delivering superior value to customers. Those practices must be handled strategically, therefore business strategy will need a consistency in addition to design and implementation of marketing strategy and fit between business strategy and marketing practices that will gain competitive advantages This research tries to see a synergy between two levels of strategies, business strategy and marketing strategy and see how the marketing activities align with those strategies. This research uses a personal framework proposed to make clear understanding about the relationship between them. The theoretical background for this research is base on Harper W. Boyd, Jr., Orville C. Walker, Jr., John Mullins, Jean-Claude Larreche, 2002. It helps the researcher to see the strategic fit between business strategy and marketing activities. The result of BMI strategy is holding retail segment and micro banking segment. BMI business strategy is classified to defender strategy. Defender strategy will create secure market share with moderate, strategy growth, narrow product markets and efficient orientation. There is vertical fit or consistency between BMI business strategy and BMI marketing strategy. BMI marketing program aligns with differentiated defender business strategy based on the frame work of Harper W. Boyd, Jr., Orville C. Walker, Jr., John Mullins, Jean-Claude Larreche,2002.

Kata Kunci : Strategi Bersaing,Industri Perbankan,Strategi Pemasaran, Strategic fit, Business strategy, marketing activities and Islamic Bank