Strategi pemasaran pada PT Bank XYZ dalam meningkatkan pemberian kredit

Silvano, Galen (2017) Strategi pemasaran pada PT Bank XYZ dalam meningkatkan pemberian kredit. Masters thesis, UNIVERSITAS TARUMANEGARA.

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Abstract

The purpose of this research is to study and find out the Marketing Strategy for XYZ Banking, PT in order to increase lending. The research method used in this dissertation is descriptive research that is using secondary and primary data as well which was obtained from interview with the management from XYZ Banking, PT This research use the analysis of external and internal environments, the industry environment analysis (Five Force Porter), SWOT analysis for business development strategy with using EFE Matrix (External Factor Evaluation), IFE Matrix (Internal Factor Evaluation) and IE Matrix (Internal-External) to ensure and suggest strategy for XYZ Banking, PT is based on the actual condition based of strengths, weaknesses, opportunities and threats. Then using the analysis of Segmenting, Targeting, Positioning and Marketing Mix (Product, Price, Place, Promotion, People, Process and Physical Evidence) for marketing strategy. The result of this research from IE Matrix puts that the company is in the Quadrant V in the position of Hold and Maintain. A strategy such as market penetration and product development is best suited for the company which located in that quadrant.

Item Type: Thesis (Masters)
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 05 Jul 2018 03:00
Last Modified: 10 May 2021 04:47
URI: http://repository.untar.ac.id/id/eprint/3009

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