ANALISIS STRATEGI BERSAING DENGAN MENGGUNAKAN MATRIK DAYA TARIK INDUSTRI PADA BMT BERINGHARJO YOGYAKARTA

This study aims to determine the position of the company in determining the competitive strategy in BMT Beringharjo through environmental analysis Internal and External enterprise environment by using SWOT analysis of the results of the analysis which is then inserted into the Matrix Industry Attractiveness to know the position following the company's current competitive strategy can be used.Based on the analysis of this study, internal variables showed a value of 3.606, which means the power of BMT Beringharjo businesses are in a strong position, while the external variables showed a value of 3.298, which means the appeal of BMT Beringharjo industry are in a high position. From these results, the BMT Beringharjo currently located at position via the Vertical Integration Growth Concentration (Cell 1). Alternative strategies can be used by BMT Beringharjo are as follows: improve the quality of services that are online in order to provide effective and efficient services, utilizing the latest information technology to expand the marketing network, improve the supporting facilities and infrastructure that can facilitate the work, to socialize about BMT especially BMT Beringharjo to the public so that people are more familiar with BMT, build harmonious relationships with partners in order to be a loyal partner of the firm and is not easily switch to another financial institution.
Key Words: Strategy competition, SWOT analysis, Matrix Industry Attractiveness.
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