Developing Strategy of Small Medium Enterprise (SME) Loan in XYZ Bank in Business Centre of Cipulir Market, Jakarta

Abstract

lower for almost last five years. Its Lower SME loan realize that given by XYZ Bank compared with specified goals show the importance of the study, because from result of survey conducted by XYZ Bank to business centre got existing business XYZ Bank lower of loan market share. For that conducted analysis of SME loan to develop marketing strategy in Business Centre of Cipulir, Jakarta. The objectives of this study are : (1) Identifying potency of loan exist in Sentra Business of Market Cipulir, (2) Calculating estimation of market potency XYZ Bank of exist in Sentra Business Cipulir Market by using amount of loan given approach, (3) Identifying factors becoming elementary constraint in development of credit at Sentra Business of Market Cipulir, and also (4) Compiling of efficient and effective marketing strategy through Cluster Pattern. Business Centre in general is place gather business unit in one area geografis of business and conceived of Cluster (klaster). Cluster analysis is an technique used to classify events or target into group which is same relative by certain criteria. Survey conducted in cluster of Cipulir market with 336 responder at random. This matter to know characteristic of business in sentra. Pursuant to result of conducted analysis, obtained : (1) Potency of SME loan in Business Sentra of Market Cipulir Rp. 162 Billion, so that assessed very mean to become goals to Bank XYZ in improving or developing volume of SME loan, (2) Estimation of XYZ Bank market share in Business Sentra of Cipulir Market is very small ( 0,97%), showing to weaken market penetration and acquisition market conducted by XYZ Bank, (3) Existing constraints in the form of service, conditions of loan and guarantee constraint, (4) Strategy becoming priority to be done is through penetration and acquisition of market with Pattern of Cluster, doing activity of promotion consistenly, optimize of existing Small Business Centre and work along with BPR/KOPERASI in lending to merchant at Cipulir Market. While which must be allowed for to guarantee continuity of development SME credit is : (1) Extending network of marketing around sentra business, (2) Exploiting technological progress to increase assess to sell credit product, (3) Giving incentive to all marketing officer capable to reach goals of loan in sentra business and (4) Developing simply credit analyse model with standard conditions and accomodate cordage of guarantee of exist in sentra of the business.