Analisis strategi unit bisnis bancassurance menggunakan product-portofolio analysis :: Studi pada unit bisnis bancassurance The Royal Bank of Scotland

DEWINTA H., Bandaranaike Erna Bernadetha, Fahmi Radhi, Dr., MBA

2009 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk menganalisis strategi bisnis yang diterapkan oleh Unit Bisnis Bancassurance RBS dilihat dari segi portofolio produk yang telah dimiliki dan ditawarkan kepada para nasabah selama ini. Secara spesifik penelitian ini bertujuan untuk (1) melakukan Product-Mapping Analysis Unit Bisnis Bancassurance RBSberdasarkan empat segmen nasabah yang dilayaninya (Wealth Management, Consumer Finance, Small Medium Enterprise, dan Islamic Banking), (2) melakukan Growth-Share Portfolio Matrix Analysis produk-produk Bancassurance RBS, (3) mengidentifikasi Key Success Factor yang dimiliki BancAssurance RBS dibandingkan dengan kompetitor, dan (4) memformulasikan strategi bisnis yang dapat diterapkan oleh unit bisnis BancAssurance RBS berdasarkan Product-Mapping Analysis, Growth-Share Portfolio Matrix Analysis, dan Key Success Factor dalam memasarkan produknya sehingga dapat memiliki kekuatan kompetitif yang tinggi atas para kompetitornya. Penelitian yang menggunakan pendekatan kualitatif dengan Unit Bisnis Bancassurance RBS sebagai objeknya ini menggunakan tiga alat analisis guna membantu mencapai tujuan yang telah ditetapkan. Pertama adalah product-mapping analysis yang membantu memetakan kekuatan komparatif produk-produk bancassurance RBS yang dijual di empat segmen yang ada. Kedua adalah Growth-Share Portfolio Matrix yang membantu memetakan keberadaan portofolio produk bancassurance RBS berdasarkan pertumbuhan pasar serta penguasaan pasar yang dimiliki. Terakhir adalah Key Success Factor Analysis yang mengidentifikasi faktor-faktor yang menjadi kunci sukses RBS dalam menjalankan bisnis bancassurance. Hasil penelitian menunjukkan bahwa (1) Segmen Wealth Management menawarkan variasi produk bancassurance yang paling banyak dibandingkan segmen Consumer Finance, Small Medium Enterprise, dan Islamic Banking, (2) semua produk bancassurance RBS berada pada kuadran CASHCOW (kondisi dimana tingkat penguasaan pasar yang dimiliki tinggi, namun tingkat pertumbuhan pasar yang rendah) dan kontribusi pendapatan premi terbesar datang dari jenis produk unit-link, (3) baik dari sisi teknologi, manufacturing, distribusi, pemasaran, maupun kemampuan dan kapabilitas, Unit Bisnis ini telah mengimplementasi kelimanya dengan baik, dan (4) Unit Bisnis Bancassurance RBS sejauh ini telah menerapkan ‘hold’ strategy (tetap mempertahankan portofolio produk yang ada), insurance partnership dengan perusahaan asuransi terkemuka, wide product positioning dengan comprehensive line of product, melayani empat segmen nasabah yang ada, serta KSF yang terimplementasi dengan baik. Berangkat dari strategi yang ada, Unit Bisnis Bancassurance dapat terus meningkatkan penjualan produk unit-link, memperbanyak bundling product, menciptakan satu produk bancassurance khusus bagi RBS, dan memberikan fokus produk serta layanan yang Lebih pada segmen SME dan Islamic Banking guna memingkatkan kekuatan kompetitifnya.

The purpose of this study is to analyze the business strategy implemented by RBS Bancassurance Business Unit in terms of product portfolio owned and offered to the customers this far. Specifically, the research objectives are (1) conduct the Product- Mapping Analysis of RBS Bancassurance Business Unit based on the four segments the business unit is serving for (Wealth Management, Consumer Finance, Small Medium Enterprise, and Islamic Banking), (2) conduct the Growth-Share Portfolio Matrix Analysis for RBS bancassurance products, (3) identify the Key Success Factor of RBS Bancassurance Business Unit, and (4) formulize the business strategy that might be implemented by the business unit based on the Product-Mapping Analysis, Growth-Share Portfolio Matrix Analysis, and Key Success Factor Analysis in marketing its products for staying competitive and at the same outperform the competitors. Qualitative approach is used in this research, while RBS Bancassurance Business Unit is the object to this research. In order to achieve the stated research objectives, this study uses three tools of analysis. The first is Product-Mapping Analysis that helps to map the comparative strengths/advantages of RBS bancassurance products offered in the four segments. The second is Growth-Share Portfolio Matrix Analysis that helps to locate the presence/existence of RBS bancassurance products related to its market growth and market share as well. The latest is Key Success Factor Analysis that helps to identify the prime factors for RBS’ success in doing the bancassurance business. The research results show that (1) Wealth Management Segment offers the most varied bancassurance products compared to Consumer Finance, Small Medium Enterprise, and Islamic Banking segments, (2) all RBS bancassurance products are located in the Cash Cow quadrant (where the market share is high, but the market growth rate is low) and the biggest revenue contribution comes from unit-link product, (3) the business unit has well implemented all the five factors of KSF – technology, manufacturing, distribution, marketing, and skills and capabilities, and (4) RBS Bancassurance Business Unit has implemented the ‘hold’ strategy (holding and maintaining the existing product portfolio), insurance partnership with top-tier insurance companies, wide product positioning with comprehensive line of product, serving the existing four customer segments, and well-implemented KSF as its main strategies this far. Rooted from those strategies, RBS Bancassurance Business Unit should keep increasing the sales volume of unit-link product, focusing on bundling product, creating tailor-made/customized bancassurance product only for RBS, and also giving more focus on products and services offered for SME as well as sharia segments in order to strengthen its competitiveness in bancassurance business.

Kata Kunci : Bancassurance,Strategi bisnis,Portofoio produk,Pangsa pasar,Kontribusi pendapatan,Competitiveness,Product,mapping analysis, bancassurance, head-to-head competitor, business strategy, product portfolio, market share, market growth rate, revenue contributio