STRATEGI REGIONAL VERSUS STRATEGI MULTI - DOMESTIK STUDI PERAN REGIONAL HEADQUATER BANK X MALAYSIA, DALAM BISNIS KARTU KREDIT DI INDONESIA

Rachmawati Thamrin, Dr. Rangga Almahendra, ST., MM.

2013 | Tesis | S2 Magister Manajemen

Tesis ini membahas bagaimana sebuah perusahaan mengatasi dilema antara standardisasi dan adaptasi lokal melalui strategi regional yang diterapkan Bank X. Bank X menerapkan strategi dan struktur regional headquarter (RHQ) untuk mengambil dampak positif yang di dapatkan dari strategi regional dan multidomestik.Pentingnya konsep teoritis dan manajerial ini ditunjukkan dalam pengamatan bisnis kartu kredit di Bank X. Tesis ini memberikan gambaran strategi teoritis yang berbeda yang dapat digunakan oleh perusahaan untuk operasional aktivitas internasionalnya dalam menangani kontradiksi integrasi regional dan adaptasi lokal. Strategi regional diperkenalkan sebagai alternatif dari strategi jalan tengah yang memiliki keunggulan utama pada pencapaian keseimbangan antara integrasi global dan multidomestik. Tujuan dari penelitian ini untuk mengobservasi peran regional headquarter (RHQ) Bank X di dalam bisnis Kartu Kredit di Indonesia. Bank X mempertimbangkan berbagai faktor seperti Product Development, Stake Holder Management, Marketing Information System, Marketing / Usage dan Promotion/Campaign.Bank X menerapkan strategi regional dengan menggunakan model integrasi vertikal yang sesuai dengan kebutuhan yang ada. Bank X telah berhasil menjalankan strategi ini dan telah menikmati pertumbuhan yang luar biasa dari pertumbuhan bisnis kartu kredit selama dua tahun terakhir.

This thesis provides an introduction into the concept of regional strategies and structures and concentrates on the positive effects arising from a regional perspective held by companies operating in the banking industry. The theoretical and managerial importance of this concept is demonstrated on observing credit card business at Bank X. The thesis gives a theoretical overview of different strategies a company can use for its international operations and handles the contradiction of regional integration and local responsiveness. The regional strategy is introduced as an alternative to the pure global and local strategy and its main advantage lies in the achievement of a balance between global integration and local responsiveness. The purpose of this study was to investigate organizational structures of Credit Card business at Bank X and to illustrate the impact of regional strategy on their performance (e.g. recognition of regional differences, region-specific targeting of consumers’ needs, achievement of sustainable growth in diverse regions, or involvement of cultural differences into the strategic decision-making process). Bank X implements regional headquarter using vertical integration model which suitable with existing needs. Bank X has been successfully executed this strategy and so far enjoying the tremendous growth of credit card application during the last two years.

Kata Kunci : strategi regional, bisnis kartu kredit, regional integration, local responsiveness, vertical integration model, regional headquarter