| As the banking competition becomes stronger in competing for the Consumptive Credit segment especially in consumer credit distribution, one of them is the competition of Mortgage Credit that people use to buy their own house. Several competitors Bank make this as a chance to compete to give the credit facility. With the strong competition condition, a debtor applicant can easily move from one bank to another. To face that, a bank has to make an accurate marketing strategy for their MC so that their customer will not easily move to their competitor. From the above explanation, the writer determined the problem formulation that will be studied in this research is How is the current Bank X MC marketing strategy, How is the existing policy of MC marketing mix in Bank X, What are the strategies to keep the customers from moving to another Bank. As for the objective of the research, is to be able to give marketing strategy alternative to Bank X about the condition of consumer credit industry especially the existing MC, as guidance to take a step forward. The understanding of the company marketing strategy was done by interviewing the related parties and observing the subject it self. For that purpose this research is using a qualitative method that is more descriptive and emphasizes the depth of the information. In this research the industry environment analysis and SWOT analysis were used to found out the weakness, strength, opportunity, and threat that Bank X is facing, while in strategy formulation 3 steps were used, that are Input Phase using EFE and EFI matrix, the next step is Matching Phase using TOWS matrix, IE matrix, and Grand Strategy matrix. In this phase two alternative strategies are found which are Market Penetration Strategy and Product Development Strategy. With the se of QSPM Matrix the Product Development Strategy are determined as the most appropriate strategy in facing the current condition. Suggestion that can be given is that to perform Product Development Strategy it is necessary to maximize the existing Information Technology and to improve the employees’ quality to be able to create innovative programs. A very long bureaucracy has to be cut off so that the programs that have been made can be launch soon. |