EVALUASI STRATEGI PERUSAHAAN UNTUK MENINGKATKAN PENGEMBANGAN PRODUK REKSA DANA PT. TRIMEGAH SECURITIES TBK

SRIWIDJAJA, SRIWIDJAJA (2010) EVALUASI STRATEGI PERUSAHAAN UNTUK MENINGKATKAN PENGEMBANGAN PRODUK REKSA DANA PT. TRIMEGAH SECURITIES TBK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

ABSTRACT A mutual fund is a platform used to collect fund from the community to be invested into portfolio stock by investment managers. Many players in investment manager cause tight competition in business investment. Trimegah Securities, one of the investment managers need the right strategy to continue to grow and to withstand its competitiveness in this industry. Therefore a research is need to answer the issues. This research attempts to evaluate the strategy of Trimegah Securities to increase product development mutual fund. This research is descriptive in nature using EFE EFE, SWOT, Porter Five Force's, and STP analysis and to get the feel of the strategy, FGD was employed. From the analysis, it was found that mutual fund products still have a potential market opportunity for the people of 21-40 years, which cover 32% of the total working population. In addition, from the internal analysis, it was found that total bank distribution channel, and human resource competencies were found less as compared to competitors. On the other hand, from the external .factors, it was found that government rules and regulations should be taken into consideration by the company. From the analysis, it was recommended that human resource in distribution channel division should be enforced, through various activities such as strategic alliances with the banking industry, in order to expand the Bank Distribution Channel. This research provides insights to managers' decision making to increase the revenues of the Asset Management Division.Reksa Dana adalah sebuah wadah yang digunakan untuk menghimpun dana masyarakat pemodal untuk diinvestasikan kedalam portofolio efek oleh manajer investasi. Banyaknya perusahaan manajer investasi menyebabkan terjadinya persaingan dalam bisnis investasi tersebut. Trimegah Seceruties adalah salah satu manajer investasi membutuhkan strategi yang tepat agar dapat terus berkembang dan bertahan menghadapi persaingan industri Reksa Dana. Dalam penelitian ini membahas Evaluasi Strategi Perusahaan Untuk Meningkatkan Pengembangan Produk Reksa Dana Trimegah Securities. Penelitian ini menggunakan metode deskriptif dan FGD serta Evaluasi strategi yang digunakan Analisis EFE, EFE, SWOT, Five Porter Forces dan STP. Hasil penelitian diketahui bahwa produk Reksa Dana masih memiliki peluang pasar potensial yaitu penduduk berusia 21- 40 tahun sebesar 32% dari jumlah penduduk yang bekerja. Hasil analisis Faktor Internal ; Kurangnya jumlah distribusi channel bank dibandingkan Kompetitor, peningkatan kompetensi SDM. Sedangkan Faktor Eksternal : Campur tangan pemerintah dalam bentuk peraturan, Peraturan harus dalam PT tersendiri. Rekomendasi yang diberikan adalah : Memberdayakan SDM Bagian Distribusi channel, meningkatkan Fungsi Unit Aliansi Strategi untuk melakukan aliansi dengan Pihak Ketiga seperti Pihak Perbankan, dalam rangka memperluas Distribution Channel Bank seperti yang dilakukan oleh kompetitor. Dengan adanya penelitian ini perusahaan mendapatkan masukan dalam pengambilan keputusan untuk meningkatkan profit dari Divisi Asset Management.

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