Perumusan Strategi Bisnis Dan Implikasinya Terhadap Strategi Pemasaran (Studi Kasus Pada PT Bank Bri Syariah Cabang Denpasar Bali)

Abstract

The purpose of this study was to the formulation of business strategies and the implications for marketing strategy at PT Bank BRI Syariah Subdivision Denpasar Bali. Respondents in this study are the planners of corporate strategy. PT Bank BRI Syariah Subdivision Denpasar is the Islamic Bank of Bank BRI which aims to serve the needs of Bali on Islamic banking. The data analysis technique used is Matrix Internal and External (IE) for addressing the problem of identifying various strategic factors and formulating marketing strategies. The results showed that the factor such as opportunity is variable purchasing power, government policies, community characteristics, political and security situation. The factor such as the threat is culturally variable, competition, credit risk and legal risk. Factor is the strength of the facility is operational, the products, the company\u27s capital, and brand image of the company. Factor is the weakness is variable promotion, research and development, the number of employees, employee performance and marketing processes. The strategy should be carried out by the company with internal and external environmental, conditions experienced is market penetration strategy and human resources development. From the results of this study suggested the company to conduct periodic evaluations of the internal and external factors that change, the Company may conduct market penetration strategies and human resource development in order to increase sale