Reformulating Bank Niaga's strategy through its flagship product in retail banking
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Lim, Alexander Haryanto
Rachmat, Halim
Salim, Hendrik
Harlan, Richard
Rachmat, Halim
Salim, Hendrik
Harlan, Richard
Subject
H Social Sciences (General)
Datestamp
2022-09-05 03:59:28
Abstract :
The unfortunate economic crisis that hit Indonesia in 1997 has profoundly changed the market conditions, banking industry and overall competitive landscape. Around 80 millions of the population are estimated to live below the poverty line, whilst 13 millions out of 90 millions total workforce are expected to become unemployed by December 1998. The situation has directly impacted the retail banking in general and saving account market in particular. One of the PT. Bank Niaga Saving products, known as "TBH Niaga" is serving the customers in retail banking industry. Although the number of saving account in TBH Niaga is constant but the total outstanding balance is declining. Therefore, TBH Niaga needs to reformulate the strategy in facing the unfortunate economic condition. In the process, some critical analyses will be conducted beginning with the banking industry itself in general. The data are gathered from the focus group discussion, journal, and central bank data. Then, using the SWOT analysis, the recommendations were made through considering many possible alternatives.
The unfortunate economic crisis that hit Indonesia in 1997 has profoundly changed the market conditions, banking industry and overall competitive landscape. Around 80 millions of the population are estimated to live below the poverty line, whilst 13 millions out of 90 millions total workforce are expected to become unemployed by December 1998. The situation has directly impacted the retail banking in general and saving account market in particular. One of the PT. Bank Niaga Saving products, known as "TBH Niaga" is serving the customers in retail banking industry. Although the number of saving account in TBH Niaga is constant but the total outstanding balance is declining. Therefore, TBH Niaga needs to reformulate the strategy in facing the unfortunate economic condition. In the process, some critical analyses will be conducted beginning with the banking industry itself in general. The data are gathered from the focus group discussion, journal, and central bank data. Then, using the SWOT analysis, the recommendations were made through considering many possible alternatives.
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