DAFTARISI
Halaman Halaman Judul ................................................................................................................ i Pernyataan Bebas Plagiarisme....................................................................................... ii Halaman Pengesahan .................................................................................................... iii Halaman Berita Acara .................................................................................................. iv Abstraksi ........................................................................................................................ v Halaman Motto ............................................................................................................. vi Halaman Persembahan ............................................................................................... viii Kata Pengantar.............................................................................................................. ix Daftar Isi ...................................................................................................................... xii Daftar Tabel ................................................................................................................. xv Daftar Gambar............................................................................................................ xvi
BABIPENDAHULUAN 1.1 Latar Belakang Masalah .......................................................................................... 1 1.2 Rumusan Masalah .................................................................................................... 5 1.3 Tujuan Penelitian..................................................................................................... 5 I .4 Manfaat Penelitian ................................................................................................... 6
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BAB II KAJIAN PUSTAKA
2.1 Hasil Penelitian Terdahulu. ..................................................................................... 7 2.2 Landasan teori ........................................................................................................ 10 2.2.1.Pengertian Strategi .................................................................................. 10 2.2.2 Strategi pemasaran.................................................................................. 12 2.2.2.1 Pengcrtian Stratcgi Pemasaran................................................ 12 2.2.2.2 Macam-macam Strategi Pemasaran ......................................... 13 2.2.3 Manajemen Strategi ................................................................................ 15 2.2.3 .1 Pengertian Strategi Pemasaran................................................ 15 2.2.3.2 Komponen Manajemen Strategi .............................................. 16 2.2.3 .3 Manfaat Manajemen Strategi ................................................... 18 2.2.4 Strategi Bersaing..................................................................................... 19 2.2.4.1 Pengertian Strategi Bersaing.................................................... 19 2.2.4 .2 Ana1isis Lingkungan Industri .................................................. 20 2.2.5 Strategi Bersaing Generik. ...................................................................... 22 2.2.5. 1 Keunggulan Biaya Menyeluruh............................................... 22 2.2. 5.2 Diferensiasi . . ....................................................................... 23 2.2.5.3 Fokus ....................................................................................... .24 2.2.6 Jenis-jenis Pendekatan Analisis .............................................................. 24 2.2.6.1 Analisis BCG (Boston Consulting Group) .............................. 24 2.2. 6.2 Analisis SWOT ........................................................................ 27 2.2.6.3 Analisis Matrik Daya Tarik Industri ........................................ 29
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2.2.7 Pemilihan Matrik dan Alasannya ........................................................... .42
BAB lli METODE PENELITIAN
3 .I Lokasi Penelitian .................................................................................................. .44 3.2 Metode Pengumpulan Data................................................................................... .44 3.3 Data Yang Diperlukan........................................................................................... 45 3.4 Populasi dan Sampel... .......................................................................................... .46 3.5 Metode Analisis Data........................................................................................... .47
BAB IV DATA PENELITIAN
4.1 Sejarah Singkat Bank BRI... .................................................................................. 53 4.2 Lokasi Perusahaan................................................................................................. 55 4.3 Visi, Misi dan Tujuan Bank BRI... ........................................................................ 55 4.4 Produk-produk dan Layanan Bank BRL.. ............................................................. 57 4.4.1 Dalam Negeri .......................................................................................... 57 4.4.1.1 Produk Simpanan..................................................................... 57 4.4.1.2 Produk Pinjaman ...................................................................... 59 4.4.1.3 Produk Jasa Laiimya................................................................ 59 4.4.1.4 Produk Bisnis Retail... ............................................................. 60 4.4.2 Luar Negeri ............................................................................................. 62 4.5 Struktur Organisasi Bank BRI Kantor Cabang Tegal ............................................ 63 4.6 Variabel Eksternal dan Interna1. ............................................................................ 64
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4.6.1 Variabel Eksternal. ................................................................................. 64 4.6.2 Variabel Internal. .................................................................................... 78
BAB V ANALISIS DAN PEMBAHASAN
5.1 Identifikasi Variabel Ekstemal dan Internal... ....................................................... 92 5.2 Penilaian Kualitatif Variabel Eksternal dan Internal... .......................................... 94 5.2.1 Penilaian KuahtatifVariabel Eksterna1.. ................................................ 94 5.2.2 Penilaian Kualitatif Variabel Internal... ................................................ 102 5.3 Penilaian KuantitatifVariabel Eksternal dan Internal... ...................................... 108 5.4 Klarifikasi Nilai dan Bobot... ............................................................................... 110 5.5 Rekapitulasi Hasil Klarifikasi dan Perhitungan Nilai Tertimbang...................... 111 5. 6 Penentuan Posisi Bisnis....................................................................................... 117 5.7 Perumusan dan lmplikasi Strategis ...................................................................... 119 5.7.1 Perumusan Strategis .............................................................................. 119 5. 7.2 Irnplikasi Strategis ................................................................................ 121
BAB fV KESJMPULAN DAN SARAN
6.1 Kesimpulan .......................................................................................................... 125 6.2 Saran.................................................................................................................... 127
DAFTAR PUSTAKA LAMP IRAN
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DAFTAR TABEL
Balaman 2.1 Indikator Variabel Eksternal dan Interna1.. ............................................................ 32 2.2 Nilai Kuantitatif V ariabel Eksternal. ..................................................................... 33 2.3 Nilai kuantitatif Variabel Internal .......................................................................... 34 2.4 Pembobotan Variabel Eksternal dan Internal.. ...................................................... 34 2.5 Klarifikasi Nilai dan Bobot Indikator Variabel Eksterna1.. ................................... 35 2.6 Klarifikasi Nilai dan Bobot Indikator Variabel Internal.. ...................................... 35 2. 7 Nilai Tertimbang Variabel Eksternai ..................................................................... 37 2. 8 Nilai Tertimbang Variabel Internal. ...................................................................... 37 3 .I Nilai Kuantitatif Indikator Variabel Ekstemal.. .................................................... 50 3.2 Nilai Kuantitatifindikator Variabel Intemal. ........................................................ 50 3.3 Pembobotan Variabel Eksternal dan Internal.. ...................................................... 50 4.1 Peringkat Bank Berdasar DPK Periode Desember 2003 ....................................... 66 4.2 Peringkat Bank Berdasar DPK Periude Desem!Jer 2004 ....................................... 67 4.3 Perbedaan UU No.7 th. 1992 dan UU No. 10 th.1998 .......................................... 74 4.4 Kontribusi penyaluran kredit ke UM.KM berdasarkan kelompok Bank................ 76 4. 5 Tingkat Suku Bunga.............................................................................................. 84 4.6 ATM di Wilayah tegal. .......................................................................................... 86 4.7 Kinelja Bank BRI per September 2004 ................................................................. 87 4.8 Jumlah Penyaluran Kredit Bank BRI.. .................................................................. 87
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5. 1 Indikator Variabel Eksternal dan Internal.. ............................................................ 93 5.2 Penilaian Kuantitatif Variabel Eksternal. ............................................................ I 09 5.3 Penilaian KuantitatifVariabel Internal ............................................................... IIO 5. 4 Hasil Pengolahan Penilaian Variabel Eksternal ................................................. 112 5.5 Hasil Pengolahan Penilaian VariabellnternaL .................................................. 112 5.6 Hasil Pengolahan Pembobotan Variabel Eksternal... .......................................... ll3 5.7 Hasil Pengolahan Pembobotan Variabellnternal... ............................................. ll3 5.8 Nilai Tertimbang Variabel Eksternal Asumsi Penulis......................................... ll4 5.9 Nilai Tertimbang Variabel Internal Asumsi Penulis ........................................... ll4 5.10 Nilai Tertimbang Variabel Eksternal... .............................................................. ll6 5.11 Nilai Tertimbang Variabel Internal... ................................................................ ll6
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DAFTAR GAMBAR
Halaman 2.1 Komponen Pokok Manajemen Strategi ................................................................. 17 2. 2 Lima Faktor Persaingan Porter. ............................................................................. 21 2.3 Model portfolio dari BCG..................................................................................... 25 2. 4 Matrik SWOT.. ...................................................................................................... 28 2.5 Matrik Daya Tarik Industri .................................................................................... 30 2. 6 Penentuan Posisi Bisnis ......................................................................................... 39 2. 7 Berbagai Pilihan Strategi ....................................................................................... 42 3.1 Berbagai Pilihan Strategi ....................................................................................... 52 5.1 Posisi Bisnis Bank BRI Cabang Tegal Menurut Asumsi Penulis ........................ 118 5.2 Posisi Bisnis Bank BRI Cabang Tegal Menurut Asumsi Manajemen................ 119 5.3 Berhagai Pi Iihan Stratcgi Bank BRl Cabang Tegal ............................................. 121
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