| Summary: | PT Finansia Multi Finance as object of research because this company is
one of the multinational companies that experienced significant growth in
electronic financing products. PT Finansia Multi Finance is an entity with a mix
of professionals from Indonesia, Singapore, and America. Moving on from the
financing for motorcycles, cars and heavy equipment which are maintained since
PT Finansia Multi Finance was established to the year 1997, PT Finansia Multi
Finance builds business and attracts loyal customers by adding electronic
financing.
The purpose of this study is to identify and evaluate the competitive
strategy of PT Finansia Multi Finance in current electronic financing industry
competition. Formulate alternative strategy for the company in accordance with
the predicted changes that will occur in the environment of electronic financing
industry in Jakarta.
The data in this study is analyzed using descriptive qualitative method
with an external approach of Five Force analysis and Generic, while an internal
analysis is conducted to determine the company's strengths and weaknesses in
order to find the most appropriate competitive strategy to be applied to deal with
industry competition. One of the most well known methods of internal analysis
used in this study is the method of Resource Based View (RBV).To sharpen the
analysis, the results of external and internal assessment will be followed by a Key
Success Factor analysis and SWOT.
Based on external analyses in the form of generic strategy analysis and
industry analysis based on the five forces of Michael E. Porter, internal analysis of
Resource Based View, analysis of key success factors, and SWOT analysis
followed by considering the key factors of success and power - opportunity
quadrant as the quadrant of PT Financia Multi Finance then the competitive
strategy of PT Finansia Multi Finance is (1) marketing with target market to group
or corporation (2) intensification of marketing in potential regions (3) increase
technology utilization for promotional activities and to expand the distribution of
services (4) enhance the relationship and cooperation with product dealers which
financing is provided by the company.
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