STRATEGI PEMASARAN PADA BANK PEMERINTAH: STUDI KASUS PT. BANK MANDIRI Tbk. CABANG YOGYAKARTA TAHUN 2004

Marketing strategy as an important aspect to maintain and expand opportunities to reach the market.
Studies that explore the Bank's internal marketing strategies have been examined by previous research
but based on competitive banking dynamics and highly dynamic market demands it is difficult to
predict, the study of marketing strategies in the context of the Bank's companies is considered to be
relevant for review at any time. This article aims to analyze the marketing strategies available at PT
Bank Mandiri, Tbk Yogyakarta branch 2004 with the SWOT analysis method. Data was obtained
through interviews with the management of the Bank Mandiri Yogyakarta branch. The analytical tool
used is the analysis of industrial structure (Porter), SWOT. The results of the study through a SWOT
analysis of the position of PT. Bank Mandiri in its marketing strategy uses a growth strategy