Analisis SWOT untuk Menentukan Strategi Kompetitif pada Perusahaan Perbankan (PT XYZ)

Abstract

Competition in banking is getting tougher, so every company needs to improve the quality of the products and the services they offer, as well as come up with new ideas to stay ahead. Bank Rakyat Indonesia (Persero) Tbk Pandeglang Branch, which is one of the state-owned banks, needs to keep up with changes, both inside and outside the company, by using competitive strategies. With the implementation of appropriate strategic management, BRI can identify new opportunities, manage risks, and increase value for shareholders and other stakeholders. This study aims to analyze internal and external factors and determine the appropriate competitive strategy based on SWOT analysis. The method used is a descriptive method with data collection techniques through direct observation, interviews, questionnaire distribution, and documentation. The analysis results indicate that Bank BRI is in Quadrant I, meaning it is in a “build and grow” condition. The strategies that need to be implemented include market penetration, product development, market development, and vertical integration. With these strategies, Bank BRI is expected to enhance its competitive edge against competitors and achieve its desired objectives.