COMPETITIVE STRATEGY AS THE ALTERNATIVE LONG-TERM POLICY IN MANAGING CONSUMER CREDIT: A CASE STUDY ON GLOBAL CONSUMER GROUP OF CITIBANK INDONESIA

Abstract

Several big scale banks in Indonesia show quite high consumers credit growth. This will make the competition between banks in Indonesia to be tighter. Based on the research background that has been previously mentioned, it can be decided that the goal of the research is to analyze the appropriate competitive strategy on the Global Consumer Group (GCG) of Citibank Indonesia in managing consumers credit as the long-term policy alternative in order to win the competition seeing from the internal environment analysis or external environment analysis with explanatory “case study” type of research. Based on the processing, testing, and discussion of the research results related to the problem, here are the conclusion and suggestion that can be taken considering its existing relationship with the research: Key factors to success in the banking industry are: a wide range of network, strategic location, good service, and aggressive marketing. Based on the SWOT analysis, Citibank Indonesia can be said to be able to respond using appropriate strategy by expanding distribution network (branch and partnership), creating a local image through various products, creating product and service that are suitable for all members, educating the community on the product and service they produce. The research results are only applicable to the research object of Global Consumer Group (GCG) Citibank Indonesia. Thus, the similarity cannot be guaranteed if it is applied to other objects. The results cannot be generated case by case where there is no previous research especially in the Consumer Group section on the Banking industry.

Keywords

• Competitive strategy
• environment analysis
• external environment analysis
• SWOT analysis