ANALISIS STRATEGI PEMASARAN KREDIT "BANK KITA" PASCA KRISIS

Pudyastomo, Purnomo (2001) ANALISIS STRATEGI PEMASARAN KREDIT "BANK KITA" PASCA KRISIS. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://elibrary.mb.ipb.ac.id

Abstract

The objective of the research is to overview the credit position of Bank KITA in banking industry, to identify the type of potential retail credit, and to acknowledge the best credit marketing strategy of Bank KITA in this unstable economic condition. The method used in this research is case method supported by primary and secondary data. Data collection are done by using used bibliograph study and interviewing some resources persons. Analysis used in this research are: industrial analysis, SWOT. Trend analysis and BCG matrix. Based on analysis result, it can be concluded that Bank KITA has the second position on credit after Bank Mandiri. Meanwhile, for the potential credit are: general credit, Export credit, multifunction credit and credit for small business circle (Kukplus). Therefore, the potential sectors are: agriculture, transportation, and electricity. In crisis era, credit marketing strategy of Bank KITA is more focused on retail sector that has already been proven has a small risk scale and supported by Government regulation. In the future, credit distribution of Bank KITA should be constantly directed to retail sector and try to classlfy the prospective economic sector (winning rector). Related to Regional Autonomy, the Authorization system to cut-off the credit should be based on each Local Govemmenf Region policies.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Kredit, Bank KITA, Manajemen Pemasaran, Strategi Pemasaran, Segmentation Targetting Positioning (STP), Marketing Mix, BCG Matriks, SWOT, Analisis Rantai Nilai, Studi Kasus
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 31 Dec 2011 02:18
Last Modified: 31 Dec 2011 02:18
URI: http://repository.sb.ipb.ac.id/id/eprint/608

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