M. Zahirul Haq
041314353007
Dosen Pembimbing
Badri Munir Sukoco,SE.,MBA.,Ph.D

ABSTRACT

Nowadays, Business growth micro banking BRISyariah had declined in comparison
with its early 3 years starting from 2010. On the other side, the industry of micro
landing already in tight competition which many banking isntitutions involve in it.
The aims of the study are : (1) how is the condition micro landing BRIS in term of
customer’s preference to choose micro landing products, (2) what is the appropriate
marketing strategy for micro landing BRIS in order to achieve growth sustainability.
This study use qualitative approach with indepth interview as main tools to get main
data from internal and external informans. Blue Ocean Startegy-Kanvas Strategy
with 4 steps i.e : raised, reduced, erased/eliminated, created, which are used as main
framework to get better new value curve for micro landing BRIS vis a vis competitors.
The result of this study shows a difference needs between the new customers and the
existing customers. The new customers emphasised on functional aspects like speed,
simplicity, fit with customer’s needs, and first impression with bank officers. On the
other side, the existing customers more emphasised on simplicity and existence of
longterm relationship with bank officers as a family and many programs wich provide
benefits for their family.
Keywords: Business growth, the industry of micro landing, tight competition,
growth sustainability, Blue Ocean Startegy-Kanvas Strategy, value curve, the
new customers, the existing customers