Penilaian Kinerja Keuangan Sebagai Dasar Penetapan Strategi Marketing PT. Bank Agro Niaga,Tbk.

Abstract

The research objective was to analyze the financial performance of Bank Agro Niaga with Financial Performance Ratio, Economic Value Added and Market Value Added to establish a marketing strategy. The method used in this study is the observation technique using secondary data and primary sources of documentation and literature studies. The research sample included 18 Agro is a bank branch office. The method used is non-probability sampling with judgment sampling technique. Techniques of data analysis be descriptive, and quantitative analysis by calculating manually to financial ratio analysis, EVA and MVA analysis and stock returns. While the trend analysis and forecasting using MINITAB. To use a SWOT analysis of marketing strategies. Research shows the financial performance of banks considered unhealthy unless the CAR standards comply with Bank Indonesia. EVA analysis results show the performance of the bank did not provide the economic added value to shareholders, because of lower profits derived from the value of equity issued. MVA results also show the added value that creates wealth market shareholders, where book value is less than market capitalization. Similarly, results of analysis of stock returns are not positive return for investors. The results of the bank's financial performance trend analysis showed a positive trend Unless Return on Equity (ROE) is negative. Marketing strategy formulation is an alternative choice Bank Agro is focused on future growth strategies: Diverentiated product, Cash Flow,Promotion and Brand Equity, Repositioning and Good Corporate Governance