STRATEGI KORPORASI BANK DKI DALAM MENGHADAPI ASEAN ECONOMIC COMMUNITY
YOHANES MEAN DULI, Dr. Eko Budiwiyono, MBA
2015 | Tesis | S2 ManajemenSebuah era baru ASEAN Economic Community (AEC), membawa babak baru kompetisi bisnis pada kawasan Asia Tenggara, dimana persaingan akan semakin kompetitif pada seluruh lini industri, termasuk industri perbankan di Indonesia. Bank DKI sebagai salah satu Bank Pembangunan Daerah, perlu mengkaji kembali strategi korporasi, agar dapat bertahan dan bahkan bertumbuh besar, pada lingkungan industri keuangan yang sangat kompetitif. Pertumbuhan ekonomi yang cukup tinggi, peningkatan jumlah kelas menengah, dan adanya bonus demografi di Indonesia, serta arah kebijakan financial inclusion Otoritas Jasa Keuangan (OJK) Indonesia, menjadi peluang bagi Bank DKI untuk melakukan ekspansi bisnis, yaitu melakukan strategi related diversification. Dalam rangka mengembangkan strategi related diversification pada Bank DKI, penelitian ini diawali dengan membahas road map Bank DKI, analisis lingkungan eksternal, analisis lingkungan internal, anlisis SWOT, dan analisis portofolio. Kekuatan utama Bank DKI terletak pada pemahaman budaya perusahaan oleh segenap karyawan. Sedangkan kelemahan utama Bank DKI terletak pada kurang baiknya sistem Teknologi Informasi dan pengembangan produk dan layanan perbankan. Attractiveness industri perbankan konvensional sudah mulai mature, sedangkan attractiveness industri perbankan syariah adalah high. Kinerja Bank DKI Konvensional menurut pendekatan rasio ROA adalah kurang baik, sedangkan kinerja unit bisnis Bank DKI Syariah adalah sangat baik. Industri yang menjadi target analisis strategi related diversification Bank DKI, yaitu industri asuransi, pembiayaan, dan BPR. Pemilihan target industri tersebut dilakukan dengan mengukur attractiveness industry dan potensi sinergi antara target industri dengan bisnis unit eksisting. Berdasarkan hasil analisis tersebut, disarankan agar Bank DKI memilih industri asuransi sebagai target ekspansi bisnisnya.
A new era of ASEAN Economic Community (AEC), will bring a new round of business competition in Southeast Asia, where the competition will be more competitive in entire industries, including banking industry in Indonesia. Bank DKI as one of the Regional Development Bank, should review it’s corporate strategy, in order to survive and to evolve in financial industry environment that is highly competitive. High economic growth, an increasing number of middle class, and the demographic bonus in Indonesia, as well as the direction of financial inclusion policy of Otoritas Jasa Keuangan (OJK) Indonesia, is an opportunity for Bank DKI to expand their business, with related diversification strategy. In order to develop a related diversification strategy, this study begins by discussing the road map of Bank DKI, external environment analysis, internal environment analysis, SWOT analysis, and portfolio analysis. The main strength of Bank DKI is the strong of understanding corporate culture by all employees. While the main weakness is the lack information technology systems, and products and services development. The attractiveness of conventional banking industry has begun to mature, while the attractiveness of Islamic banking industry is high. The performance of Bank DKI Conventional according ROA approach, is not good enough, while the performance of Bank DKI Sharia is very good. The industry target for related diversification strategy of Bank DKI, is the insurance industry, multifinance, and Rural Bank. The industry target selection is defined by measuring the attractiveness of the industry and the potential synergies between the industry target and existing business units. Based on these results, it is suggested that Bank DKI chooses the insurance industry as a target business expansion.
Kata Kunci : ASEAN Economic Community, related diversification, 7S McKinsey
