Formulasi strategi pemasaran produk dan layanan wealth management dalam persaingan bisnis :: Studi pada layanan wealth management Bank Mandiri
ERVAN, Eko, Teguh Budiarto, Drs. MIM
2009 | Tesis | S2 Magister ManajemenTulisan ini merupakan hasil penelitian mengenai formulasi strategi pemasaran produk dan layanan wealth management pada Layanan Wealth Management Bank Mandiri, yaitu: Wealth Management Group (WMG) dan Bank Mandiri Prioritas (BMP), dimaksudkan untuk mengetahui dan mengidentifikasi posisi Layanan Wealth Management Bank Mandiri dan bank-bank pesaing utama dalam persaingan memasarkan produk dan layanan Wealth Management sehingga dapat diketahui apakah tujuan dan strategi pemasaran Layanan Wealth Management Bank Mandiri telah sesuai dengan kondisi Bank Mandiri pada saat ini. Berdasarkan hal-hal tersebut diatas diharapkan dapat memberikan usulan tujuan dan pengembangan strategi pemasaran untuk perbaikan hal tersebut. Tempat penelitian dilaksanakan di kantor pusat Bank Mandiri Wealth Management Group, beberapa outlet Bank Mandiri Prioritas di Jakarta, dan kampus Program Studi Magister Manajemen Universitas Gadjah Mada Jakarta pada bulan Juni 2006 sampai Januari 2009. Data-data yang diperlukan antara lain: 1. Perspektif dan persepsi manajemen terhadap kompetitor/bank-bank pesaing utama dan kondisi internal Layanan WM Bank Mandiri sendiri. 2. Product dan services yang dimiliki Layanan WM Bank Mandiri dan bank-bank pesaing; Tarif transaksi dan suku bunga yang berlaku pada Layanan WM Bank Mandiri dan bank-bank pesaing pada bulan Januari 2009; 4. Jumlah cabang regular, cabang Layanan WM, mesin ATM dalam dan luar negeri dari bank-bank utama penyedia Layanan WM; 5. Brand equity index dan anggaran belanja iklan bank-bank utama penyedia layanan WM; dan 6. beberapa data lain yang sumbernya selalu disebutkan baik pada bagian bawah gambar, table, grafik, atau diungkapkan melalui penulisan di dalam tesis ini. Evaluasi data dilakukan dengan membandingkan antara layanan Wealth Management Bank Mandiri dan bank-bank pesaing. Hasil penelitian dan evaluasi menunjukkan bahwa: 1. Posisi bisnis Layanan Wealth Management Bank Mandiri sama dengan Bank Danamon, berdekatan dengan Bank BCA dan HSBC dan juga Niaga CIMB dan Standard Chartered, dan relatif berjauhan dengan Citibank dan BNI. 2. Tujuan Layanan Wealth Management Bank Mandiri yang telah ditetapkan terbukti achieveable dan reasonable namun menurut hemat penulis berdasarkan penelitian ini, dapat dikatakan terlalu ambisius untuk saat ini. Untuk itu diperlukan revisi waktu dan strategi pencapaian tujuan tersebut dengan meredefine tujuan saat ini (current objectives). 3. Strategi pemasaran Layanan Wealth Management Bank Mandiri telah ditetapkan manajemen. Namun demikian, berdasarkan penelitian yang telah dilakukan dalam menyusun tesis ini, terbukti bahwa masih diperlukan beberapa pengembangan strategi pemasaran terkait bauran pemasaran dan penetapan pasar sasaran dengan memperhatikan posisi Layanan Wealth Management Bank Mandiri dan bankbank pesaing utama untuk mencapai tujuan realistis pada saat ini (2010) dan ambisius di masa depan (2015).
This article is the result of research about the formulation of wealth management products and services at Bank Mandiri Wealth Management Service, which are: Wealth Management Group (WMG) and Bank Mandiri Prioritas (BMP), to know and to identify the business position of Bank Mandiri Wealth Management Service and its major competitors in winning the wealth management products and services market share, therefore, could be identified whether Bank Mandiri Wealth Management Service objectives and strategies are already fixed with latest condition of Bank Mandiri. Based on those things mentioned above, hoped redefined objectives and development of current marketing strategies will be recommended to achieve realistic position and objectives. The research location are Bank Mandiri Wealth Management Group−Head Office Jakarta, many outlets of Bank Mandiri Prioritas in Jakarta, and Master Management Program, Gadjah Mada University Campus Jakarta in June 2006 up to January 2009. Data needed for the research are: 7. Management point of views and perceptions about major competitors and internal condition of Bank Mandiri Wealth Management Service itself. 8. Wealth management Products and services which are offered by Bank Mandiri Wealth Management Service and its major competitors; 9. Tariff of transactions and interest rates which are implemented at Bank Mandiri Wealth Management Service and its major competitors in January 2009; 10. Numbers of regular branch, WM outlets, ATM service in Indonesia and abroad of major bank of Wealth Management Service provider; 11. Brand equity index and promotion budget of major bank of Wealth Management Service provider; and 12. Other data which are the sources always mentioned below the pictures, tables or inside the paragraph of this tesis.. Data evaluation are done by comparing Bank Mandiri Wealth Management Service to its selected major competitors. Results of this research and evaluation show that: 4. Business Position of Bank Mandiri Wealth Management Service is the same with Bank Danamon, very close to Bank BCA and HSBC and so with Niaga CIMB and Standard Chartered, and relatively far from Citibank and BNI. 5. The objectives of Bank Mandiri Wealth Management Service set up and targeted are proved achievable and reasonable but too ambitious for this time short. So that, Redefinition of current objectives including its time frame is extremely needed. 6. Marketing strategies of Bank Mandiri Wealth Management Service are set up by the management. But still, based on research done, it is proved that the developments of current marketing strategies are needed both from internal aspects (product, price, place, promotion) and external aspect (target market) through analysis and evaluation on business position of Bank Mandiri Wealth Management Service and its selected major competitors to reach realistic objectives and position in the near future (2010) and ambitious objectives and expected position in the future (2015).
Kata Kunci : Wealth management,Bank Mandiri prioritas,Persaingan bisnis,Perceptual map,Positioning map, Wealth Management, Bank Mandiri Prioritas, Persaingan Bisnis, Perceptual Map, Positioning Map
