Strategi Bersaing PT. BPRS Carana Kiat Andalas dengan Pendekatan Analisis SWOT

This study aims to determine effective strategies for PT. BPRS Carana Kiat Andalas in facing competition among microfinance institutions in the Padang Luar Bukittinggi area using a SWOT analysis approach. The research method used is qualitative field research, with data collected through interviews and documentation. SWOT analysis is employed to examine the bank’s internal strengths and weaknesses as well as external opportunities and threats. Currently, the bank applies strategies such as excellent customer service, fast response to client needs, and competitive margin rates. Based on the SWOT analysis matrix, several strategies are proposed: (1) Strengths-Opportunities (SO) Strategy: market penetration and expanding service types according to customer needs; (2) Weaknesses-Opportunities (WO) Strategy: improving human resource competence, increasing capital, enhancing technology, expanding financing distribution, and diversifying services; (3) Strengths-Threats (ST) Strategy: implementing effective and continuous promotion, strengthening customer loyalty through proactive service, adjusting margins based on customer capability, and strategic location selection; (4) Weaknesses-Threats (WT) Strategy: maximizing profits and applying differentiation in determining margin levels. These strategies are expected to help PT. BPRS Carana Kiat Andalas remain competitive, expand its market reach, and respond more effectively to challenges in the dynamic microfinance environment.