Strategy to Increase Commercial Credit Growth at PT. Bank Central Asia Tbk Region V - Medan

Abstract

BCA in credit provisions has 3 categories of productive credit, namely SME, commercial and corporate. The research was conducted at PT. Bank Central Asia Tbk Region V-Medan and focused on commercial credit. The research was conducted to determine the factors that influence commercial credit growth, competitive dynamics through Porter's Five Forces analysis, and analyze strategies in increasing commercial credit growth at PT. Bank Central Asia Tbk Region V-Medan. The research is descriptive qualitative with primary and secondary data through interviews, observations and documentation, and analyzed using Porter's Five Forces, SWOT and QSPM. Factors that influence commercial credit growth at PT. Bank Central Asia Tbk Region V-Medan consists of internal and external factors. The competitive dynamics of PT Bank Central Asia Tbk Region V-Medan in the evaluation of commercial credit growth are influenced by Porter's five forces, namely the threat of new entrants, substitute products/services, buyer bargaining power, supplier bargaining power, all of which are high, and very tight industry competition. IFE scores of 3.18 and EFE 3.24 place PT Bank Central Asia Tbk Region V-Medan in quadrant I (Grow and Build). The main strategy is toincrease the offering of reputation-based commercial credit through a relational approach to large business actors in the growing trade and services sector in Medan with a TAS value of 6.68 as the most attractive option.