STRATEGI BERSAING BANK BPD DIY DALAM PASAR WEALTH MANAGEMENT MENUJU BPD REGIONAL CHAMPION (BRC)

Muhammad Alfian Muzakki, Dr. Budi Santoso, M.Bus.

2013 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk mengetahui persaingan dalam pasar wealth management di DIY, produk dan layanan wealth management Bank BPD DIY, dan membuat sebuah formulasi strategi bersaing Bank BPD DIY dalam pasar wealth management di DIY menuju BPD Regional Champion (BRC). Penelitian ini adalah penelitian deskriptif-kualitatif. Data didapatkan dari hasil wawancara, observasi, dan dokumentasi dari literature dan media pendukung seperti artikel, jurnal, web site, dan majalah. Analisis yang digunakan adalah analisis lingkungan eksternal dan analisis lingkungan internal. Analisis eksternal mencakup analisis persaingan industri wealth management di DIY, five forces model of competition, strategic group mapping, dan key success factors. Analisis internal mencakup analisis layanan wealth management Bank BPD DIY, analisis SWOT dan analisis keunggulan bersaing layanan wealth management Bank BPD DIY. Hasil penelitian menunjukkan bahwa tingkat persaingan pasar wealth management di DIY sangat ketat. Faktor kunci sukses dalam industri ini adalah keragaman produk, sistem teknologi informasi, kualitas SDM, kenyamanan nasabah prioritas, dan pelayanan spesial lain yang diberikan. Dari analisis strategic group mapping terlihat bahwa Bank BPD DIY tertinggal dibandingkan bank-bank pesaing dalam pasar wealth management di DIY. Formulasi strategi yang tepat untuk Bank BPD DIY adalah focused differentiation strategy, dengan program pengembangan produk, TI, perbaikan kualitas SDM, membentuk Divisi Wealth Management, serta menciptakan produk dan layanan wealth management berbasis budaya dan nilai historis keistimewaan DIY sehingga memperkuat image Bank BPD DIY sebagai bank daerah dan membedakan diri dari bank pesaing yang semuanya berskala nasional.

This study aims to determine the competition in wealth management market in DIY, wealth management product and service of Bank BPD DIY, and create a competitive strategy formulation of Bank BPD DIY in wealth management market in DIY towards BPD Regional Champion (BRC). This research is a qualitative-descriptive study. Data obtained from interview, observation, and documentation of the literature and supporting media such as article, journal, web site, and magazine. The analysis used are external and internal environmental analysis. External analysis includes an analysis of wealth management’s competition in DIY, five forces model of competition, strategic group mapping, and key success factors. Internal analysis includes the analysis of Bank BPD DIY wealth management services, SWOT analysis, and competitive advantage analysis of Bank BPD DIY wealth management services The research’s result showed that the level of competition in wealth management market in DIY is very tight. Key success factors in this industry is the diversity of products, information technology systems, human resources quality, priority customer’s convenience, and other special services. The analysis of strategic group mapping shows that the Bank BPD DIY banks lagged behind competitors in the wealth management’s market in DIY. The properly formulation of strategies for the Bank BPD DIY is a focused differentiation strategy, with a program such as of product development, IT, human resources quality improvement, formed Wealth Management Division, and create wealth management product and services based on cultural and historical value of DIY thereby strengthening image of Bank BPD DIY as regional banks and differentiate themselves from competitors who are all banks nationwide.

Kata Kunci : Strategi bersaing, wealth management, BPD Regional Champion (BRC)