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?