ANALISIS DAYA SAING STRATEGIS BANK BCA KCU MAKASSAR DENGAN PENDEKATAN PROJECT GENEZIS (STUDI KASUS SIMPANAN DANA PIHAK KETIGA DALAM BENTUK TABUNGAN DI BCA KCU MAKASSAR) = STRATEGIC COMPETITIVE ANALYSIS OF BCA BANK MAIN BRANCH OFFICE IN MAKASSAR WITH A PROJECT GENEZIS APPROACH (A CASE STUDY OF THIRD-PARTY FUNDS IN THE FORM OF SAVINGS AT BCA KCU MAKASSAR)

FIREAL EBENHAEZER. Strategic Competitive Analysis of BCA Bank Main Branch Office in Makassar with a Project Genezis Approach (A Case Study of Third-Party Funds in the Form of Savings at BCA KCU Makassar) (supervised by Yunus Amar dan Andi Aswan) The rapidly growing banking industry in Indonesia has led to various competitions. A strong competitive analysis is needed to continue to survive and grow amid this evolving banking industry. The same is also needed by BCA KCU Makassar as one
of the largest bank branches in Indonesia. A good competitive strategy can help BCA KCU Makassar strengthen their industry and expand their customer network. The research design used in this study is a qualitative method using SWOT, IFAS, and EFAS analysis. Data collection methods include interviews and field data as primary data, and various literature and research as secondary data. After identifying various strengths, weaknesses, opportunities, and threats from internal and external factors of BCA KCU Makassar, the researcher uses TOWS to determine the appropriate strategies to enhance competitiveness. The proposed strategies in this study include developing awareness, loyalty, as well as exclusive products and services offered. All these components are combined into a project called Genezis. The first trial results show a significant increase in the total CASA from February to March, so it is
considered effective in improving the competitiveness of BCA KCU Makassar.

Keywords : strategic competitive of bank, SWOT analysis, savings