STRATEGI PEMASARAN SMS BANKING MANDIRI PADA PT. BANK MANDIRI (PERSERO) Tbk CABANG BENGKULU A. YANI

Claudia, Gusti Ayu and Sularsih, Anggarawati (2006) STRATEGI PEMASARAN SMS BANKING MANDIRI PADA PT. BANK MANDIRI (PERSERO) Tbk CABANG BENGKULU A. YANI. Undergraduated thesis, Fakultas Ekonomi UNIB.

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Abstract

Banking industry is a very competitive industry. Banks nowadays are developing their services that includes creating a lot of new products, which in turn have brought them to a harder competition in claiming market shares, this, in fact, is influenced by rapid advances in technology and economic changes. Bank Mandiri introduced a new product called SMS Banking Mandiri, Bank Mandiri is trying to provide and increase its services to customers in making transactions anywhere and anytime. Since the release in August, 2002, the SMS Banking Mandiri has faced some obstacles, which come from competitor banks that have similar product, certain market segment that is mobile phone users, and internal factors of Bank Mandiri Branch Bengkulu A. Yani itself identified as poor services performed by frontliners ( Customer Services, Tellers and Security) on e-Banking products of Bank Mandiri especially SMS Banking Mandiri. In order to cope with the problems PT. Bank Mandiri Tbk Branch Bengkulu A. Yani is making some efforts to fix and rearrange their marketing strategies in order to increase it’s sells volume in the future. The Method employed in this research is a qualitative method that carried out desriptively by analyzing the strength, weakness, opportunities and threat (SWOT Analysis). The SWOT Analysis have shown that Bank Mandiri has on opportunity in maketing SMS Banking in the future, by using a strategy by registering the SMS Banking Mandiri product to every new customers that uses mobile phones, when opening an individual saving or clearing account, and proceed to serve by focusing on customer’s needs by utilizing human resources among the staffs of Bank Mandiri Branch A. Yani optimally and developing a better relationship to the society.

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