| Today there are plenty institutions which are focusing small and medium enterprises. One of the microfinance institution that is permitted by government is People Credit Bank (BPR). With so many BPRs and other microfinance institutions that is operating in that sector, the level of competition increases. To be the leader of that market, one have to build competitive advantage. Research has been done to determine many factors that influence BPR Bina Tanjung Makmur is facing the competition such as marketing strategy related to the environment of BPR, SWOT analyses, market segmentation, targeting and positioning. The result of this research indicates that BPR can stay strong and expand well after all aspect such as market segmentation, targeting and positioning run correctly according to its environment, by reckoning every weakness and strength. Segmentation, targeting and positioning must be done correctly so the company will have maximal gain for its growth. |