| Since Syariah Banking Law published by the Indonesian Government and then Bank Indonesia published Regulation to arrange short term financing facility by conventional banking, there is the opportunity for government banking (bank pemerintah) and private banking (bank swasta) who have syariah service unit to operate pawn business in their syariah service unit. During last five years Perum. Pegadaian is a single operator in this business. There is opportunity for syariah service unit to take over market of pawn business. This thesis explains strategy of XXX Bank, as a merger of two private banks who have power market in retail class and commercial, to go into pawn business by its syariah service unit. To get ideal formula strategy, the writer used Fred R. David formulas in his book Strategic Management: (1) Input step, to cover analysis of external area, internal area, and competition. (2) Verify step, using SWOT analysis getting alternative strategies will be choosen. (3) Decision step, using QSPM matrix. Based on result of the analysis, the strategy suggested by the writer as guidance to start pawn business is: (1) Goods warranted on the beginning step is golds and on next step golds, jewels and cars. This measure will prevent risk factor. (2) Strategy for distribution pawn outlet using office -channeling of Branch Office XXX Bank who have syariah service unit. This measure will be quicker to accelerate outlet distribution. (3) Primary target market of this product is clients of pawning, so this product must be designed to be better in price and services. The secondary target market is clients of XXX conventional Bank, and pawn market near of the outlet. (4) The product is designed to place better services, cheaper price than competitor, and dominates fifty percent market share by using fund speciality of corporate treasury. (5) Two markets will be carried out: by using Gadai Syariah Professional for pawning less than twenty million IDR and Gadai Syariah Preferred for pawning more than twenty million IDR. (6) The strategy to complete one of key drivers in this business is to form Akademi Penaksir to overcome limitation number of estimator. This measure will prevent main risk factor. (7) First implementation is by doing pilot project in Jakarta and West Java. By this implementation strategy, maximal result of pilot project can be expected and then the Management XXX Bank can make a decision to develop pawn business as the next step. |