Analisis strategi Bank Muamalat memasuki pasar rasional

SYAMSI, Delyuzar, Gudono, Dr., MBA

2009 | Tesis | S2 Magister Manajemen

Belakangan ini Bank Muamalat mulai melakukan penetrasi ke pasar rasional sesuai dengan visinya menjadi bank syariah utama di Indonesia, dominan di pasar spritual, dikagumi di pasar rasional. Untuk memasuki tahap kedua setelah dominan di pasar spritual ini perlu memperhatikan beberapa hal seperti efficiency, service, convenience, strength, dan product dalam menjalankan fungsinya sebagai bank yang harus memfasilitasi banking values selain aspek kesyariahan dalam model pelayanannya. Bank Muamalat dituntut untuk mampu memberikan value proposition yang mencakupi superior service and unique product dan sharia principles serta competitive advantage melalui upper income segment and credibly sharia yang lebih fokus pada positioning produk dan distribusinya. Untuk itu perlu memperhatikan key elements of business model yang meliputi positioning, products, distribution, operations, information technology, dan risk management. Bank yang memiliki moto “ pertama murni syaraiah “ ini memiliki beberapa kekuatan antara lain dalam hal corporate image, sharia compliance, jaringan yang luas, produk instant card Shar-E, dan kemampuan inovasi selain harus meningkatkan kemampuan technical banking para krunya, layanan, teknologi informasi, serta struktur organisasi dan sistem karir. Pangsa pasar perbankan syariah yang hanya mencapai 2,14 % dari pangsa pasar perbankan nasional hingga akhir 2008 memiliki peluang pasar yang sangat besar, termasuk potensi mayoritas masyarakat muslimnya. Hal ini semakin kondusif dengan adanya minat dan kepercayaan investor lokal dan asing untuk berinvestasi di sektor ini, meningkatnya animo masyarakat untuk berekonomi syariah, serta perkembangan bank syariah secara global. Meski perkembangan perbankan syariah di tanah air mencapai rata-rata 46 %, namun ada beberapa hal yang menjadi tantangan dan harus dihadapi oleh Bank Mualamat seperti adanya persepsi negatif masyarakat terhadap bank syariah, loyalitas yang kental terhadap bank konvensional, tingkat suku bunga yang tinggi, tawaran berbagai hadiah dari bank konvensional, masalah pajak ganda, serta minimnya dukungan pemerintah dalam bentuk kebijakan yang dapat memacu pertumbuhan bank syariah. Dalam strategi Bank Muamalat untuk memasuki pasar rasional yang akan datang perlu memperhatikan aspek customer intimacy, product leadership Shar-E, inovasi, memaksimalkan fungsi SOPP, memperkaya produk financing, penerapan manajemen risiko dan sharia compliance, pendekatan ke berbagai instansi, aspek operational excellence, melakukan mapping terhadap potret perusahan, memasuki pasar rasional lewat sales force dan keturunan Tionghoa, pengukuran terhadap layanan, komunikasi, dan produk, kegiatan business gathering, serta penggunaan saluran promosi khusus.

Bank Muamalat recently has been starting to penetrate the rational market as it vision to become the biggest sharia bank in Indonesia, dominant in spiritual market and admired in the rational market. To enter the second phase after becoming dominant in the spriritual market, there are some important to be noticed such as the bank’s efficiency, service, convenience, strength, and product must render the banking values, beside the sharia aspects, in the bank’s type or mode of services. Bank Muamalat has to be able to deliver the value proposition which includes superior service, unique product, sharia principles, competitive advantage through the upper income segment and credibly sharia focusing on product positioning and its distribution. For this purpose, the bank must have the key elements of business model which consists of positioning, products, distribution, operations, information technology, and risk management. The bank’s motto as “ the first purely sharia “ has several strengths such as corporate image, sharia compliance, wide coverage network, instant card saving product known as Shar-E, and the innovation capability despite of the improvement of the bank’s crews technical banking, services, information technology, and organization structure and career ladder system. Sharia bank market share which reach 2,14 % of the national bank market share until end of year 2008, has a captive market share opportunity in tapping the potential majority moslem market. It is also supported by the interest and trust from local and foreign investor to invest in the sharia banking industry, the increasing demand of customer and the global development of sharia bank. Although the development of sharia bank is average 46% but there are several challenges has to overcome by Bank Muamalat such as market negative perception towards sharia bank, strong loyalty to conventional bank, high market interest rate, many presents offered by conventional bank, double tax issue, and minimum government support on conducive policy to pace the sharia bank growth. The upcoming Bank Muamalat’s entering market strategy has to notice the customer intimacy, product leadership of Shar-E, innovation, increasing the SOPP function, enriching financing product, risk management application and sharia compliance, approach to other institutions, operational excellence, mapping the bank’s position, entering the rational market through sales force and Tionghoa decendents, service measurement, communication and product, business gathering activities, and special promotion channel.

Kata Kunci : Analisis strategi,Pasar rasional, Strategy Analysis, Rational Market