Strategi portofolio produk tabungan pt. bank perkreditan rakyat (bpr) cicurug bumi asih

The purposes of this study was to analyze environment factors that influence development of funding products, to analyze position of each funding products based on portfolio matrix and also to identify funding product that potential as source of fund PT. BPR CBA, and to recommend alternative strategy for each product based on Analytical Hierarchy Process (AHP). This research used descriptive method with case study that happened in PT. BPR CBA. Type of data that need are primary data and secondary data. Primary data was collected through direct interview with questionnaire and direct observation. Secondary data was collected through internal company data, literature, and previous journals. Analysis data used segment attractiveness and business strength factors analysis, portfolio analysis with General Electric (GE) matrix, and Analytical Hierarchy Process (AHP). The results of funding product position in GE matrix are Investment and Growth for Tabprindo and Tabungan Kasih, Selective Growth for Tabungan Sigma, and Selectivity for Tabungan Rizky, TPI, Cerdik, and Pelajar. Alternative strategy for each position have analyzed by AHP. The strategy results are Grow for Investment and Growth position, Invest Strongly for Selective Growth position, and Invest Selectively for Selectivity position. Implications for Grow strategy are market penetration, market development, product development, and maintain loyal customers. While implications for Invest Strongly strategy are market penetration, market development, provide attractive gifts, develop service networks, and increase quality and quantity human resources. Implications for Invest Selectively strategy are merging TPI, Tabungan Cerdik, and Pelajar to period funding, market penetration, market development, maintain loyal customers of Tabungan Rizky, and product development of merging funding