Strategi Bersaing PT Bank Rakyat Indonesia (Persero) Tbk di Sektor Perbankan Mikro Kasus pada BRI Unit

Wisnu Baroto Suryo Putranto, Ertambang Nahartyo, M.Sc, Ph

2012 | Tesis | S2 Magister Manajemen

Penelitian ini berjudul strategi bersaing PT Bank Rakyat Indonesia (Persero) Tbk, kasus pada BRI Unit bertujuan untuk mengevaluasi strategi yang diterapkan PT Bank Rakyat Indonesia (Persero) Tbk., menganalisis faktor eksternal dan internal perusahaan serta menganalisis five force, driving force, strategi group maps serta analisis SWOT dalam rangka menghadapi persaingan disektor perbankan mikro.. Pengumpulan data dilakukan dengan mengadakan studi langsung di Bank BRI dan BRI Unit. Metode analisis yang digunakan dalam tesis ini adalah analisis data secara kualitatif yaitu analisis lingkungan eksternal yang meliputi lingkungan ekonomi, politik, social demografi, teknologi. Analisis lingkungan internal meliputi pemasaran, SDM, teknologi, keuangan. Dari analisis eksternal dan internal dilakukan analisis SWOT. Untuk analisis persaingan industri digunakan konsep five forces model, driving force, strategic group maps. Hasil penelitian menunjukan bahwa di sektor perbankan mikro, PT Bank Rakyat Indonesia (Persero) Tbk dalam hal ini BRI Unit, menghadapi ancaman berupa persaingan yang semakin ketat. Berdasarkan dari analisis SWOT strategi yang harus dilakukan oleh BRI Unit adalah memperluas jaringan sampai ke pelosok wilayah Indonesia dimana intensitas persaingan masih rendah, melakukan inovasi dalam mengembangkan produk dan layanan untuk pembiayaan mikro, memperbaiki system pengajian, jenjang karir, reward and punishment agar produktivitas karyawan meningkat dan fraud bisa di kurangi serta memperbaiki system swiching cost yang ada.

This study, entitled compete PT Bank Rakyat Indonesia (Persero)Tbk, the case study on BRI Unit aims to evaluate the strategies that are applied by PT Bank Rakyat Indonesia (Persero) Tbk., analyze the internal and external factors, five forcemodel, driving force, and the strategy group maps. This study also aims to analyze the competition of segment microbanking The data was collected in Bank Rakyat Indonesia. The methods was done by using a qualitative data analysis which include external & internal environment analysis. The external environment factor comprises economic, political, social demography, technology. The internal environmental include marketing, human resources, technology, finance. Both external and internal environtment factor were analysed by SWOT analysis. In addition to that, the industrial competition analysis was done by the concept of five forces model, driving force, strategic group maps analysis. The results showed that microbanking in PT Bank Rakyat Indonesia (Persero) Tbk. That is BRI Unitencounter a threat to the increasingly strong competition. Based on the SWOT analysis, the strategies that must be done are to expand the network to the east of Indonesia which is still low intensity in the competition, improving the salary system, carrier path, incentives, reward and punishment to reduce fraud. Continuing innovate in developing products and services for micro financing and also improving the cost swiching system.

Kata Kunci : Microbanking, analisis SWOT, five force, driving force, strategic group maps.