STRATEGl PEMASARAN TAPLUS UTAMA PT BANK NEGARA INDONESIA (PERSERO) TBK KANTOR CABANG UTAMA TANGERANG
| Main Author: | Latutuaparaya, Endah Purnawati Sari |
|---|---|
| Format: | Thesis NonPeerReviewed application/pdf |
| Bahasa: | eng |
| Terbitan: |
, 2003
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| Subjects: | |
| Online Access: |
http://repository.sb.ipb.ac.id/924/1/11e-01-endah-cover.pdf http://repository.sb.ipb.ac.id/924/2/11e-02-endah-abstrack.pdf http://repository.sb.ipb.ac.id/924/3/11e-03-endah-ringkasaneksekutif.pdf http://repository.sb.ipb.ac.id/924/4/11e-04-endah-daftarisi.pdf http://repository.sb.ipb.ac.id/924/5/11e-05-endah-bab1pendahuluan.pdf http://repository.sb.ipb.ac.id/924/ http://elibrary.mb.ipb.ac.id |
Daftar Isi:
- The aims of this study are: 1) To analyze the marketing strategy having been applied by PT. Bank BNI of Tangerang Major Branch Office (MBO) in expanding "Taplus” Utama" product, 2) To analyze the determining factors in formulating the marketing strategy for "Taplus Utama" product, and 3) To recommend alternative marketing strategies for "Taplus Utama" product, which can be applied by FT. Bank BNI of Tangerang MBO to increase the number of customers preferring "Taplus Utama"product. This study is a case study carried out at PT. Bank BNI of Tangerang MBO using a survey method to find out the respondents’ perception towards "Taplus Utama"product SWOT method is used to obtain alternative strategies to be carried out by PT. Bank BNI of Tangerang MBO, while QSPM is used to obtain the prioritized strategies, which can be implemented by PT. Bank BNI of Tangerang MBO. From the result of QSPM analysis, the prioritized alternative strategies which can be carried out by PT. Bank BNI of Tangerang ME0 are: 1) Enhancing the collaborative network with government and private institutions in the working area of PT. Bank BNI of Tangerang MBO, 2) Marketing aggressively by making use of the branch office network scattered throughout Tangerang area to expand the market segment of "Taplus Utama" product. 3) Improving the product quality such that the customers will attracted to interested in "Taplus Utama" product, 4) improving the service quality and the quality of the existing Human Resources to expand the target market for "Taplus Utama" product, 5) Increasing the promotion of "Taplus Utama" product by making use of the recapitalizing fund available and replacing the name of the product with the more interesting, simple, and catchy one, 6) Maintaining and building the loyal customers, Maintaining the image as the secure bank and having a representative branch office network in Tangerang area, 8) Promoting continuously in order to compete with other local and foreign banks, and 9) improving the product quality and the quality of Human Resources in order to survive in the political, economic, and social conditions which tend to be unstable.