Articles

Strategic Business Adaptations and Growth Opportunities for Cahya Bali Resort in Bali’s Competitive Coastal Environment

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This research analyzes the strategy adaptation and growth opportunities for Cahya Bali Resort in a high-competitive property industry in Bali. The research focuses in identifying factors that influence customers’ purchase decision in deciding to purchase property in Bali and to find the gaps between the factors that is considered important by customers and the factors that is perceived by PT. CBR as the important factors for customers. The need of this research arises from the stagnant sales in the project.

The research employs quantitative and qualitative methods. The quantitative data is collected through a questionnaire that is participated by 178 respondents with various demographic segments. The results are analyzed descriptively using the cross-tabulation method. The qualitative data gathering is conducted to further explore the factors and to triangulate the data from questionnaires. The qualitative data is conducted by interviews with both external and internal parties that are involved in Cahya Bali Resort. From the interview result, the data is analyzed with coding method to explore the factors that appears the most.

This research employs the 7Ps marketing mix approach as the parameter of the factors and suggested that there are gaps of between the factors that is perceived important by customers and by the management of PT. CBR. For customers, the important factors involve Place, Price, People and Product category. While for the management of PT. CBR, the important factors involve Place, People, Price, and Product. Although it may seem similar but the sub-factors in the 7Ps marketing mix differs between customers and the management of PT. CBR. The gap identification calls for strategy adaptations to answer customer. Further to the strategy adaptation, this research also suggested the growth opportunity for Cahya Bali Resort.

Strengthening BNI’s Position as Transactional Bank by Optimization of Cash Management Solutions

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The cash management industry is becoming significantly intense from both banking and non-banking institutions as they keep innovating and offering advanced solutions to meet and cater to the dynamic business of the customers. This study was conducted to explore the strategic initiatives that can be formulated for PT. Bank Negara Indonesia (BNI) to strengthen its position as a transactional bank through the optimization of its cash management solutions, specifically focusing on BNIDirect. The analysis was carried out by understanding the nature of the competition and assessing the position of BNI in terms of cash management solutions relative to its competitors. The study used a qualitative method based on the interview with the key executive management and the literature review related to marketing and business strategy to uncover valuable insight and best practices that can strengthen the positions of BNI as a transactional bank. The research concludes that by addressing and overcoming the challenges that impacted cash management solutions, BNI can solidify its market position and achieve sustainable growth in the competitive cash management industry.