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ANALISIS PORTFOLIO PRODUK TABUNGAN PLUS (TAPLUS), TABUNGAN PLUS UTAMA (TAPLUS UTAMA) DAN TABUNGAN HAJI INDONESIA (THI) PT BANK NEGARA INDONESIA (PERSERO) TBK

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Keywords
  • Manajemen Strategi
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  • Literature

Abstract

The aims of this study are: (1) To find out the intense of the saving products of BNI Harmoni Main Branch in the current saving industry competition, (2) To assess and analyze the product position currently and in the future in the product portfolio matrix, and (3) To recommend alternative strategies to use by the company in accord with the product position by considering the internal and external conditions of the company. In this stud^ the method used is descriptive method through case study, The discussion is carried out for assessing the company position by using quantitative and qualitative data, both primary and secondary data. The primary data are obtained farm observation, interview and questionnaire, while the second data are obtained from literary stud5 printed media, and electronic media (internet). The analytical tools used are Industry Competition Analysis by Porter and General Electric Analysis. Based on the current analysis for Taplus and Taplus Utama products, the company's business strength is in a high position or it can be said that the company has good resources. While, the industrial power of attraction for the second saving product is in the medium position or in other words both saving products are products with medium level of attraction in banking industry. While for Tabungan Haji product, both business strength and industrial power of attraction are in the medium positions. When the company has quite good resources for the product, the position of the product attraction in the banking industry will be medium. Based on the result of the recapitulation of industrial power of attraction and business strength using General Electric Matrix, the position of all future saving product of BNI will change. The respondents' valuation toward Tabungan Plus, Taplus Utama and Tabungan Haji are different from the current condition, where the indicator of the industrial power of attraction is in the high position and the indicator of the business strength is in the high position. The current b u s h position of Tabungan Plus product 13 valued in the selective growth position, with the medium industrial power of attraction and the high business strength.

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