SWOT Analysis in Determining Bank Marketing Strategies

Sagita Putri, Dara Tantrivana, Fanada Putri, Himmatun Ni'mah, Ana Dhaoud Daroin

Abstract


Abstract: The bank must have a concrete and straightforward strategy to increase the distribution of banking credit through marketing strategies. This study aims to evaluate and develop a new marketing strategy for BRIguna credit at BRI Malang Martadinata Branch. This study employed a qualitative and descriptive approach, wherein the qualitative approach aims to explore phenomena in depth by understanding the underlying meaning behind the data. The research findings indicate that Bank BRI KC Malang Martadinata is in quadrant V, suggesting a favorable situation for the company to implement strategies for maintaining and sustaining. The strategy obtained from the SWOT matrix analysis is that Bank BRI KC Malang Martadinata has higher strengths than weaknesses, as well as greater opportunities than threats. This indicates that the bank is in a strong position to capitalize on opportunities with the right strategy—flexibility in dealing with the strength and risks faced by the bank. The analysis results show that BRI Malang Martadinata Branch has significant advantages, such as a strong reputation, extensive network, and diverse products. This advantage provides a significant opportunity to enhance its position in the market. However, challenges faced include slow technological progress, competition from competitors offering more affordable interest rates, the growing presence of online learning platforms, and competition from competitors offering more affordable interest rates.

Keywords: Marketing strategy, Briguna Credit, SWOT Analysis.

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