ENGLISH PAPER
PERMATA BANK TBK
Class B
Ikawati 3103007098
Eva Rosdiana 3103007349
Handoko 3103008111
Sofyan Sidin 3103008258
Widya Mandala Surabaya Catholic University
Faculty of Business – Management
Surabaya
2011
CHAPTER 1
1. HISTORY OF COMPANY
Permata Bank was formed as a result of the merger of 5 banks under the
supervision of National Bank Restructuring Agency (IBRA), which are PT Bank
Bali Tbk, PT Bank Universal Tbk, PT Bank Prima Express, PT Bank Artamedia,
and PT Bank Patriot in 2002. In 2004, Standard Chartered Bank and PT Astra
International Tbk PermataBank took over and began the process of massive
transformation in the organization. Furthermore, as a form of commitment to
PermataBank, joint ownership of major shareholders was increased to 89.01% in
2006.
The unique combination of these two strategic shareholders was one main
strength of PermataBank. PT Astra International Tbk is a large Indonesia
company and has a lot experience in the domestic market. Standard Chartered
Bank with leading expertise and global experience has put PermataBank in
unique position.
PermataBank has grown into a primary private bank that offers innovative and
comprehensive products and services, especially the service delivery channels
including Internet Banking and Mobile Banking. PermataBank has aspirations to
become a leading financial service provider in Indonesia, with a focus on
Consumer and Commercial segments. Serving approximately 1.9 million
customers in 55 cities in Indonesia, PermataBank has 278 branches (including
Sharia branches) and 631 ATMs with additional access at more than 40,000
ATMs (VisaPlus, Visa Electron MC, Alto, ATM Bersama and ATM Prima)
The achievements of award of PermataBank:
1. Bisnis Indonesia Award as the best national bank in 2010,
2. The Most Profitable and The Most Efficient Syariah Unit 2009 in the Islamic
Award Nite 2010,
3. The Asian Banker For the Best Cash Management Bank in Indonesia 2010,
4. The Most prestigious Carre 'in the CCSL's Annual Call Center Award 2010
for five consecutive times,
5. Annual Report Award 2008 for the categories listed private banks and the
overall winner "Annual Report Award 2008 for the entire category,
6. Best e-Company Award 2008 for the entire category,
7. Corporate Governance Award for Best Equitable Treatment of Shareholders
of The Business Review,
8. The Association of Indonesian issuers and IICD,
9. The Second place of The Best CEOs in Asia Best Managed Companies and
10. The Best Corporate Governance in Asia Best Managed Companies from
Finance Asia Magazine,
11. Banking Service Excellence Awards 2009 (10 conventional and 7 sharia) of
MRI & InfoBank,
12. Saving award from MURI for Unison in 12 cities for the student,
13. The prestigious Quality Service Award 2009 from Carre Diamond - Center
for Service Satisfaction & Loyalty (CCSL) & Marketing Magazine and
14. Banking Efficiency Award 2009 from Bisnis Indonesia.
2. COMPANY’S PROFILE
PermataBank is one of the leading private banks and has a rapid growth in
Indonesia. The main products of PermataBank is banking services ranging from
savings, loans, credit cards, investments, stocks and many others.
PermataBank has now served more than 1.9 million customers in 55 cities across
Indonesia, including the city of Surabaya. PermataBank has 278 branches
(including 10 branches of the Sharia) and 631 ATMs with additional access at
more than 40,000 ATMs (VisaPlus, Visa Electron MC, Alto, ATM Bersama and
ATM Prima). In Surabaya, the Branch Office is located at Tunjungan street
number 52. It also has 17 branch offices and 53 ATM locations scattered in
various shopping malls and other strategic places.
The Management structure of Permata Bank can be explained by following
scheme:
The Board of Commissioners
o President Commisioner
o Vice Commissioner
o Independent Commissioner
o Commissioner
o The Board of Directors
o President Director
o Vice President Director
o Director
The Explanation of the scheme:
The Board of Commisoner
BOC is a council tasked to supervise and advise the director of the
company.
o President Commisioner:
Head of the BOC council and has the highest position in BOC
council.
o Vice Commisioner:
The second head of BOC council who help President
Commisioner to make decisions.
o Independent Commisioner:
He supervises the company's boards in achieving the business
plan and advise the Board of Directors regarding the management
of business irregularities that do not correspond with the direction
that will be addressed by the company.
o Commisoner:
Member of the BOC council who gives a voice in order to advise
the board of directors about progress of the business plan.
The Board of Directors (BOD council):
o The President Director:
President director has the highest position in BOD council. He is
the leader of the company and responsibile for the company
business core actitvity.
o The vice President Director:
The second high position in BOD council. He has responsibility
of running a major business plan of the company.
o The Director:
The Director is the head of branch and responsible for the
business activity of branch
o Manager:
The manager’s common duties are planning, organizing,
coordination, and controlling to achive the company’s goal in
their each department. Every manager has a different jobs and
different duties based on their department function, but each of
their jobs has connection dan unseparated.
The common departments of bank are: Sales and Marketing
Department, Operational department, Financial Department,
Human Resource department, & Research and Development
Department
PRODUCTS:
PermataBank provides a variety of products and services to customer. The
Products and services are:
PERMATA TABUNGANKU
TABUNGANKU is savings for individuals with easy and light
requirements issued jointly by the banks in Indonesia to grow saving
culture and to improve the welfare of society.
The ease of transaction with Savings
1. Saving accounts
The Customers will get information more detailed account
transactions.
2. PermataTel
It is a banking information center via telephone.
3. Fax On Demand Facilities
The Customer will be facilitate the transfer of information needs for
the last 3 months of transactions by contacting PermataTel via fax
machine.
4. auto debit
Auto Debit enable the customer to make bill payments each month
automatically from your account.
5. Standing Instruction Facility
It enable you to transfer to an account in PermataBank or
PermataBank Sharia or other banks in the same amount regularly and
automatically from your account.
PERMATA TABUNGAN BEBAS
Permata Tabungan Bebas is a saving with the advantages of the freedom
to transact at any time. One of its privileges is the customer get the
widest access with the PermataKartuDebit with the access to over 1
million ATMs worldwide (PermataATM, ATM ALTO, ATMbersama,
PrimaBCA and VISA / PLUS)
PERMATA SHOPPING CARD (CREDIT CARD)
PermataShopping card is a credit card with several advantages such as:
o 0% anytime and anywhere
o Cashback up to 10% in all supermarkets and restaurants
o Reward points
o Free annual fee
The customers can shop using credit cards conveniently without needing
to worry about credit card interests. The customers will earn reward
shopping points and a chance to win prizes offered by the Bank Permata.
PERMATA KPR (MORTGAGE)
PermataBank mortgage is a mortgage from PermataBank given to
individuals to purchase residentials / apartments / shops / shophouses
which are sold through the developer or a non-developers.
These are the various products based on Permata mortgage;
1) PermataKPR Family
Family mortgages is one of the PermataBank products that provided
relief in paying interest by using family points up to 5 accounts.
Every account holder who is connected has full access to the funds
within account, can transact as usual, and still enjoys the interest on
these deposits. FAMILY POINTS will be used to reduce your
mortgage interest expense. Every month, each savings account get
points accumulated and reduced by interest expense. So the interest
expense slightly reduced.
2) PermataKPR Bijak
PermataKPRBijak is Home Ownership Loan (mortgage) as well as
savings accounts, which provide flexibility to manage mortgage and
finances in one setting that is very flexible, efficient and profitable.
The advantage of the this mortgage is that the customers can do less
than the mortgage repayment schedule that is suspended, for example
if the customers take a home loan within 10 years but can be settled
for less than 10 years. The higher the balance the customer have, the
lower mortgage interest the customer will have and the repayment
time can also be accelerated.
INVESTMENT SERVICE
PermataBank via Investment Services provides a variety of products
such as mutual fund investment options (mutual fund) either in open
(open ended) or close more commonly known as mutual funds
GALLERY
The services of Permata Bank are:
E-Banking
E-banking is a banking transaction via an electronic device that allows
customers to pass transaction anywhere and anytime without the need to
go to the bank. Various kinds of e-banking are:
1. PermataNet is a transaction services via internet or known as internet
banking. PermataNet provides various banking services including:
a. Information
Balance information, Mutation last 3 months, credit card bills,
phone bills, public utility bill, phone bill, currency exchange rates
b. refills
Put money into your phone (all providers of telecommunications
in Indonesia) , Internet, e-Saving.
c. payments
Credit card payment, Telkom, Public Utility, phone bills,
Internet, Insurance, Installment , School
d. transfer
Transfer to account PermataBank, Transfer to E-Saving, Transfer
to another bank in Indonesia
2. PERMATA mobile
PERMATA mobile is banking services that use mobile telephone
devices via short messages and mobile Internet services (use GPRS,
3G, Blackberry). It can be accessed via various mobile operators.
The advantage of this service is the same as PermataNet services
starting from information access, payments, refills, and transfers.
3. PERMATA TEL
PERMATA TEL is a banking service via telephone conversations.
The advantages of this service is to shorten the time customers will
take to make a transaction.
4. PermataATM
PermataATM transactions are a cash machine facility that provides
convenience to customers in making transaction such as cash
withdrawals, access account information, payments, refills, and
transfer. ATM machines are operated for 24 hours non-stop and
spread out in strategic locations. The Customers will receive an ATM
card which is used to access the ATM machine. This is a facility that
helps customers in making transaction. The Customers do not need to
do a direct transactions at the bank.
PermataCash
PermataCash Cash Management is a service that delivers more profits
for business through a variety of banking services and products that
improve efficiency and maximize cash flow that yield on customers
deposits at the Bank.
o Payment Management
It controls all payments and expenses. Payment Management
Services helps to control the business expenses. With
administrative controls that more easily via the process of
automatic spending reconciliation. It can transfer payment to
other banks via SKN (National Clearing System) or RTGS (Real
Time Gross Settlement).
o Permata Trade
Permata Trade is a service that focuses on payment transactions
of local and international trade. PermataBank act as principals in
letter of credit transactions.
Letter of credit is a payment method that allows exporters to
receive international payments without waiting news from abroad
after the goods and file documents are sent to foreign countries
to subscribers.
In the trading activities using letters of credit, the bank has a roles
as follows:
o Issuing bank or opening a bank opening L / C.
o Advising bank are banks that forwards L / C, the
correspondent bank (agent) that forwards L / C to the
beneficiary. Bank is not responsible for the content of L /
C and acts only as an intermediary.
o Confirm banks are banks that do confirmation upon
request the issuing bank and fully guarantees of
payments.
o Paying banks are banks that specifically designated within
L / C to make the payment
3. VISION AND MISSION OF THE COMPANY
Here are the vision and mission of PermataBank:
Vision : Being a leading financial services provider in Indonesia, which
has a focus on Consumer and Commercial segment mission
Mission for:
o The Customer :
The Company become a partner of choice through service
excellence and providing the optimal solution
o Employees:
The Company participate and encourage the development of
professionalism and personality
o Community :
The Company actively participate in efforts to create a useful
contribution
o Shareholders :
The Company providing the best investment results for shareholders
o Government :
The Company being a role model in the application of the
principles of Corporate Governance and observance of good
Cultural values of PermataBank
Working cultures PermataBank is way of life for every PermataBanker.
PermataBank working culture is a set of values and behavior that must be
practiced and executed by each PermataBanker during work in PermataBank.
Working Culture of PermataBank comprises PermataBank Cultural Values and
8 Behaviour of PermataBanker.
PermataBank Cultural Values:
o Trust:
The belief of all stakeholders that need to be constructed and maintained
that the Company as individuals or institutions of doing things is always
based on trust , honesty and reliability.
o Integrity:
Always have intent of harmony, thoughts, words and good deeds and right
accordingly with company values, community and the principles of good
corporate governance
o Services:
Always provide service that exceed expectations of stakeholder
satisfaction and gives the best interaction experience, and has excellent
quality with an emphasis on aspects of speed, accuracy and friendliness
o Perfection:
Always trying maximally and always reflect on the standards of excellent
to continually achieve that best results
o Professionalism:
Always carry out the roles and functions based on the competencies that
are reliable, continuously improve the capability and responsibility
CHAPTER 2
OBJECTIVE
The objective of this paper is to find out the diversity of product and service and
promotion provided by Permata Bank to the customers. The information about product
and services would give us knowledge about banking effort and the advantages of the
product which are used by customer and become one of rapid grow local Bank in
Indonesia. Besides, as the student of Faculty of Business, the result of this paper would
deepen our knowledge about business of banking and its aplication
CHAPTER 3
RESULTS OF INTERVIEW
Our interviewee is manager of Credit and Loan of PermataBank. His name is Antonix
Lala, but most of his collegue usually call him Anton. He is 27 years old. He is from
Manado, North Sulawesi.
He studied finance management in Sam Ratulangi University in Manado. He chose to
join PermataBank because he wanted to earn high salary that was offered by
PermataBank and got work experience in banking business. He started as a Manager of
Credit and Loan in Permata Bank. He worked for almost 3 years. He got mutation from
Jakarta to Surabaya. He has been working in Surabaya from 2010 until now. He said
that he got this position because he applied for a job as Manager of Credit and Loan.
He thinks that working in Permata Bank is quite fun, enjoyable, and he has a lot of
experience to work with it. He also stated that working in PermataBank is the dream
for everbody because of the job and high salary that really worth it.
We made an appointment for interview on Thursday, July 14th 2011. He agreed to
make appointment but after lunchbreak at 13.00 pm in his office at PermataBank
Tunjungan. The reason why he agreed to be interview at that time and day, because he
had more time during lunchbreak time. Before that, we asked him to meet on
Saturday or a week before, but he refused because he would have furlough for 3 days
starting from Monday to Wednesday and he had to prepare it first, so he could answer
the question well.
Basically, our main question are grouped into 3 points. They are about his job
describtion at PermataBank, Organization work Culture, and PermataBank marketing
strategy. The interviewers are Ikawati, Eva,Handoko, and Sofyan. We have to interview
him using bahasa Indonesia because he can’t speak English fluently.
In PermataBank, Mr Anton work as a Manager of Credit and Loan. The job of the
Manager of Credit and Loan is to analyze and give credit and loan to the debtor who
applies and proposes for it. The main duty of Manager of Credit and Loan is to analyze
the credit and loan proposal which is made by debtor to the bank. The manager use
analyze standart tool of PermataBank. The main points which he has to analyze are the
kind of loan, loan purpose, quantity of loan, the debtor financial condition, and
payment capability. After the manager analyze the proposal then he will make a
decision whether the proposal will be accepted or refused. He said that this work isn’t
easy to handle. Because he had to analyze it deeply, so he can able to make a right
decision.
PermataBank has unique organization work culture value. Basically, the employee in
PermataBank have to know 5 core values which must be applied by them. The 5 core
values of work culture are based of work environtment, norms, philosophy and other
symbolic acts within PermataBank. These value are introduced by the company to the
employees since the first day of their work or for the new employee. The 5 cores of
organization work culture value are partnership, responsiveness, innovaton, caring,
and excelence.
Firstly, Partnetship is about understanding each other between employees and the
customers or among employees themselves. With Parnertship, the company wants
them to build a strong relationship based on mutual respect internally and external.
Secondly, Responsiveness is about work quickly, accurately, and effectively to deliver
prompt service. Thirdly, Inovation is about to think out of the box to with purpose to
improve teh way of work, making it simpler, better, and faster. Fourthly is caring, with
caring the company wants its employee to respect customer, collegues, communities,
investor, and regulator. Lastly, Excellence is about delivering a good performance to
the customers and drive the excellence performance in the day job.
PermataBank has many product and services. The main products of Permata Bank are
Liabilities, Credit and Loan, Morgage, and investment. Their basic service provided to
the customer are e-banking, Cash Management, and ATM. Each of product and service
has different marketing strategy. For example, Permata Saving.
Permata saving is the one of the main products of PermataBank. The Savings are
consist of PermataTabunganku and PermataTabunganBebas. The feature of this
product is Customer can save money, transfer, and bill payment using a single saving
account. The customers do not have to worry to about the limit access because every
transaction can be done by single account. For the promotion materials, PermataBank
banks give point rewards to the customers for any kind of banking transaction from
saving, deposit, transfer, and bill payment. These points will be exchange into lottery
number in PermataBank Famillionaire lottery prize. The customer can win the prize
offered by PermataBank. These are the benefit of using PermataBank Tabunganku and
PermataBank TabunganBebas
The promotional materials for every product or service mostly use media such as mass
media (newspaper, magazine) and electronic media ( TV and Radio). For example,
PermataBank use newspaper and magazine advertisement to promote the
promotional offer. For example, If the Customer has a dinner in certain restaurant, he
will get discount or special offer. The promotion usually uses a joint partnership with
certain restaurant that use PermataBank as media partner of credit card payment. The
purpose of the joint partnership is to make the promotion budget efficient because the
cost of promotional are split into two, the bank and the restaurant.
The Permata Famillionaire is lottery prize and also promotional material for
PermataBank. The Permata Familionaire is a reward for a loyal customer who has
saving account or uses other product of PermataBank. Basically, The Reward use point
that customer have done any kind of transaction. The point will be exchange with a
lottery number. The more points the customers have, the more lottery number they
will get. This reward prizes are amazing : Cars, Motorcycles, Gadgets, and money. The
lucky winners will get one of the prizes if their lottery number wins. The true purpose
of this event is to prove and show to the people that PermataBank is a big and large
growth bank in Indonesia. In other word, PermataBank want to show to the customers
that they have respect for the customer and give them reward just like the others big
bank do. The other purpose is to attract the new customer to join and use the product
and Service of PermataBank
CHAPTER 4
CONCLUSION
PermataBank is the one the biggest local bank in Indonesia. It has rapid growth
progress and development since the day of foundation in 2002. PermataBank offers
many kinds of Product and Service to the customers. The customers can choose the
product that they need base on their want and demand. The main product of
PermataBank are Saving account, Credit and Loan, Morgage, and Investment. The
services which are provided by them are e-banking, Cash management, and ATM.
The most popular product that used by most of the PermataBank Customers is Saving
Account. The saving Accounts are PermataTabunganku and PermataTabunganBebas.
The customers will get benefit of using both of saving such as Save the deposit,
Transfer, and bill payment on single account. The customers also get reward points of
any transaction they have done.
The organization work culture values consist of 5 values. The 5 core values of work
culture are based of work environtment, norms, philosophy and other symbolic acts
within PermataBank. The Values are Partnership, Responsive, Innovative, Caring, and
Excellence. This values must be applied by employees in order to make their job
effective and efficiently.
PermataBank has many products and services. However, the promotional material
used by each product is the same. For example, PermataBank uses newspapers and
magazines advertisement to promote their promotional offer to the customer such as
discount or special offer in certain shop.
The biggest event promotional of PermataBank is PermataFamillionaire. It is a lottery
winning prize event for the customers of PermataBank. The purpose of this event is
prove that PermataBank as bank is same and equal with others biggest bank in
Indonesia by giving to its Customers the best products and service. The other purpose
is to attract new customer to join and become customers of PermataBank.
CHAPTER 5
SUGGESTION AND RECOMMENDATION
PermataBank is a private bank which has a high growth and good development.
Therefore, PermataBank needs better management which can handle marketing
strategies, promotion, and service better than it’s competitors. For PermataBank
Credit Card, we suggests PermataBank be able to collaborate with other company such
as shopping centers, recreation centers, fitness centre, etc. PermataBank Credit Card
not only gives so many benefits to the customers, but also gives advantages to
PermataBank itself. PermataBank will get more customers that attracted with the
Credit Card offer and benefit. In this way, PermataBank could grow bigger than before.
PermataBank must recruit competent employees to increase its job performance in
terms of creativity, ability to get opportunity, and good at responding globalization
that is arked by advancement of technology and information.
Permata Famillionaire is the biggest promotional event. It purpose is to attract the new
customers and show to the world how big the bank is. Somehow, some customers are
attract with the promotional events but some customers are not. The customers who
are not attracted with the promotional activity maybe they are looking for a better
service. To attain the loyalty of the customers can be done not only by tangible reward,
but also by intangible rewards like satisfaction and pleasure services.
INTERVIEW QUESTIONS:
1. Firstly, can you tell us about your name and job position in PermataBank?
2. Is it your first job ever or have you worked at others company before?
3. How long have you been working at PermataBank?
4. Why do you choose to work at PermataBank?
5. What is your job describtion as manager of credit and loan?
6. What kind of task that you must do everyday?
7. Is your job only available in your branch office or maybe other branches has it
too?
8. How many of customers that PermataBank in Surabaya has?
9. How many branch offices that PermataBank Surabaya has?
10. How many employees that work in your branch office?
11. Who is your direct leader in your branch office?
12. Do you have any subordinates or not?
13. Do your office have any organization culture or values that must be obey by
every employees?
14. What is the very important value that most valuable?
15. Can you mention any kind of products and services provided by PermataBank?
16. What is the advantage of the one of the product that customers will get?
17. How about the promotion that PermataBank uses?
18. How about the budget promotion that spend by PermataBank for each products
and services? Can you mention it?
19. Every bank has their own unique promotion event such as lottery reward for
customers. Does Permata Bank has own events?
20. What is the name of the event?