ANALISIS STRATEGI PEMASARAN PRIMAGIRO SUPER 9 PT. BANK DANAMON INDONESIA, Tbk (STUDI KASUS DI BANK DANAMON CABANG BOGOR)

摘要

The purposes of this study were (1) to identify main factors that influence customers in opening current account,'(2) to analyze target market perception about Primagiro Super 9, and (3) to formulate marketing strategy of Primagiro Super 9 at Bank Danamon - Bogor Branch Office for target achievement. This study was done using case-study method within four months. Results of study are exclusively for Primagiro Super 9 marketing issue in Bank Danamon – Bogor Branch Office. The primary data were collected by interviewing Bank Danarnon top managers and customers based on questionnaires. The secondary data were collected mostly from company files and also centers of business data. Analysis tools were STP, marketing mix, marketing values, External and Internal Evaluation Matrix (EFE and IFE), Internal - External Matrix, TOWS Matrix, and Totaling Weighted Scores Method. The result of EFE-IFE and IE Matrix dictates that the company should performs Hold and Maintain Strategy, which is product development and market penetration were the most likely strategies use to perform it. Regarding this kind of strategy, some marketing strategy alternatives were made by using TOWS Matrix. Then, followed by determination of priority of marketing strategy using Totaling Weighted Scores Method. Conclusion of this study was: Bank Danamon should open new branches, increase promotion, and also develop product and senice.