Title: BUSINESS STRATEGY FORMULATION USING INTERIAL - EXTERNAL MATRIX AT PT. BANK MANDIRI (PERSERO) TbK BUSINESS UNIT TRADE SERVICING CENTER SURABAYA.

Author: ANDRY ARIANTO

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

 

Abstract

In 2OlO, Bank Mandiri Surabaya's Trade Servicing Center used a differentiation business strategy by offering several differentiations with the main focus being placing customers as the company's main focus. The advantages provided are the speed of transaction handling, which is 30 minutes from the time the application and data are received, apart from that it has a superior product in the form of forfoiting, which is a takeover transaction without regress rights on money orders/term drafts made 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 research, Bank Mandiri Business Unit Trade Servicing Center Surabaya's strategy will be evaluated by evaluating environmental factors, both the company's internal and external environment in order to be able to take advantage of the company's strengths and minimize the company's weaknesses, as well as knowing the opportunities and threats that will arise. facing the company. The results of the strategy analysis using analytical tools in the form of the External Factor Evaluation Matrix (EFE), the Internal Factor Evaluation Matrix (IFE), and the Internal External Matrix (IE), can be concluded about the strategy of the Surabaya Trade Servicing Center which is the result of calculating the external matrix and matrix. Internal 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 strategic position of the Surabaya Trade Servicing Center is in quadrant I. as growth and development. And 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/