BTPN A: Banking for the Bottom of the Pyramid in Indonesia

by: R. Ryan Nelson, Gardner Bell, Carl Zeithaml

Publication Date: April 1, 2013
Length: 20 pages
Product ID#: 1-429-330

Core Disciplines: Base of the Pyramid, Entrepreneurship & Innovation, Strategy & Management

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Teaching Note

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First Place Winner – 2013 NextBillion Case Writing Competition. BTPN is a mid-size bank in Indonesia with a successful business model that also creates positive social change (following its mission to “Do Good and Do Well”). The Bank’s president, Jerry Ng, is faced with the dilemma of how to grow the business: Should BTPN expand its micro-lending to include the productive poor at the Bottom of the Pyramid (BoP)? The decision should be based on a comprehensive understanding of BTPN’s environment, business model, strategy, and systems; while considering the feasibility of execution.

Teaching Objectives

After reading and discussing the material, students should:

  • Describe the social, political, and market dynamics of a developing economy (Indonesia).
  • Evaluate BTPN’s current strategy, business model, SWOT analysis, and competitive position.
  • Assess BTPN’s current systems — operations, process management, technology, human resource management, and data management.
  • Decide how BTPN should grow by evaluating new markets (BOP), new products, and/or new systems.
  • Develop executable recommendations tied to BTPN’s business model and competitive strategy.