Unbankable Segment of BCA Customers: Focus on Customer Segments Relationship

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Pranawa, Agus and Tertiana, Invanos and Kusmiri, Nana and Erivan, Riza and Liestyo, Stephen and Leksono, Wirawan (2002) Unbankable Segment of BCA Customers: Focus on Customer Segments Relationship. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

This study is based on the suspect that the lower segment or what BCA's consultant Mckinsey categories them as un-bankable segment is not profitable. McKinsey advise BCA to exit from this segment. We study these segments carefully with a focus on the relationship among segment. From the study we found a very strong relationship among segments with formulation as follows: 1. The relation between affluent and upper is strong in financial terms 2. The relation between upper, mass, and lower is strong in term of number of customers and transaction frequency 3. There is no direct relationship between affluent and lower segments Lower and mass segments at BCA have become a community that cannot simply be separated each other. Therefore the suggestion 'exit' from the community as advised by Mckinsey was not in the proper way. BCA should value these segments in a way to make the segments become profitable.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Library > GFP (Group Field Project)
Depositing User: Latifah Latifah
Date Deposited: 16 Jan 2020 03:37
Last Modified: 16 Jan 2020 07:35
URI: http://repository.ipmi.ac.id/id/eprint/126

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