| Summary: | This research’s purpose are to evaluate the strategy that applied in PT Bank Mandiri (Persero) Tbk. in order to compete in the priority’s customer segment, to evaluate the Key Success Factor to establish the competitive advantage upon the strategy, and to analyze the strength, weakness, threat and opportunity in the competition in banking industry on wealth management’s segment. The methodology use to analyze the implementation of the strategy and the impact is a descriptive qualitative. The characteristics of the company are the size of the market and the growth of the banking industry on wealth management segment. According to the 5Forces Porter analysis, the competition strategy on priority’s customer segment are affected by high level of competition, very strong threat from the competitor that aim the same segment, the weakness of the supplier, the strong customer’s bargaining power and the availability of the product substitution. Moreover, the key success factors in this thesis are trust, integrity, professionalism, customer focus, and excellence. Furthermore, the entire data mentioned above analyzed with SWOT to become SWOT’s matrix.
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