EVALUASI STRATEGI BISNIS UMKM PT BANK RAKYAT INDONESIA (Persero) Tbk.

The study, entitled Evaluation of SME Business Strategy of PT.Bank Rakyat Indonesia (Persero) Tbk. (BRI) is aimed to analyze the strengths, weaknesses, threats and opportunities factors facing by BRI in their SME business competition, evaluating the implementation of aggressive strategies in dealing with MSME business competition, and identify alternative strategies needed to improve its performance. The results of SWOT analysis in this study are expected to provide an overview and input for the management of BRI, especially Micro Enterprise Division and Retail and Medium Enterprises Division for a reliable strategic planning for its SME businesses. This study use primary and secondary data, in which primary data in the study is generated from observation and interviews with the management of BRI about external and internal environmental conditions of the company. Data were analyzed with industry characteristics analysis, five forces analysis, industry�s driving forces analysis, key success factors, and SWOT analysis. The results of this study indicate that the aggressive strategy being undertaken by BRI is line with the best strategy choices made by the author. However, it still needs to be focused on developing markets for existing products, thus increasing productivity per outlet