BUSINESS STRATEGY OF PT BANK DKI OTISTA BRANCH

ABSTRACT : In the era of globalization, many companies compete to get more profit. One of them is a banking company. This competition does not only occur in state-owned commercial banks but also in Regional Government Banks (BPD). PT Bank DKI is one of the regional government banks that is developing. Therefore, PT Bank DKI needs to innovate the right business strategy in order to compete with other BPDs. Objectives: (1) identify the factors that influence the competitive advantage of PT Bank DKI; (2) analyzing internal and external factors that affect the competitiveness of PT Bank DKI using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) methods; (3) develop a competitive strategy for PT Bank DKI using the Internal-External (IE) and Strengths, Weakness, Opportunities, and Threats (SWOT) methods; (4) develop strategic priorities to increase the competitiveness of PT Bank DKI using the Quantitative Strategic Planning Matrix (QSPM) method. Quantitative research method by distributing questionnaires and interviews with the leaders of PT Bank DKI as marketing strategy decision makers. The results show that the strategy implemented by PT Bank DKI is still not effective. From the results of the study, suggested PT Bank DKI to use a market penetration business strategy in order to compete with other BPDs.

Keywords -Business Strategy, Bank, Bank Business Strategy