Title: FORMULATION OF BUSINESS STRATEGY USING INTERIOR – EXTERNAL MATRIX AT PT. BANK MANDIRI (PERSERO) Tbk BUSINESS UNIT TRADE SERVICING CENTER SURABAYA.

Authors: ANDRY ARIANTO

Item Type: Thesis

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

In 2010, Bank Mandiri Surabaya Trade Servicing Center used a differentiation business strategy by offering several differences with the main focus being to put customers as the company's main focus. The advantages provided are in the form of transaction handling speed, namely 30 minutes since the application and data are received, in addition to having a superior product in the form of forfoiting, which is a takeover transaction without regress rights on promissory notes/drafts by the Bank on the basis of Bank Mandiri's LC/SKBDN with the aim of supporting customer liquidity by accelerating cash inflow. In this study, the strategy of Bank Mandiri Business Unit Trade Servicing Center Surabaya will be evaluated by evaluating environmental factors, both the company's internal and external environments in order to utilize strengths and minimize company weaknesses, as well as knowing the opportunities and threats that the company will face. The results of the strategy analysis using analytical tools in the form of the External Factor Evaluation Matrix (EFE), Internal Factor Evaluation Matrix (IFE), and Internal External Matrix (IE), then it can be concluded that the strategy of the Surabaya Trade Servicing Center is the result of the calculation of the external matrix and the internal matrix of the Trade Servicing Center is the average value of EFE 3.4375 which is in the High region, while the average value [FE 3.3465 which is in the strong region, If you look at the external and internal matrix images, the position of the Surabaya Trade Servicing Center strategy is in quadrant I. as growing and developing. And the alternative strategies are market penetration, market development and product development

Keywords: Trade Servicing Center Surabaya, External Matrix, Internal External Matrix, Internal Matrix

Sources: http://repository.unair.ac.id/39019/