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

by: R. Ryan Nelson, Carl Zeithaml

Publication Date: February 3, 2015
Length: 12 pages
Product ID#: 1-429-409

Core Disciplines: Accounting/Finance, Information - Technology & Management, Social Impact, Strategy & Management

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Teaching Note

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The BTPN B case finds protagonist Jerry Ng and his management team choosing all three of the strategic options mentioned in the A case, and carefully sequencing the options so that they align with their business strategy’s competitive position, key resources, capabilities, and requisite system changes. BTPN’s vision is “to be the best mass-market bank, making a difference in the lives of millions.” Students are challenged to recommend actions the mid-size bank can take to achieve this vision through integration of new products, new markets, and new technologies into its differentiated business model.

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, including its business model, industry, SWOT (strengths, weaknesses, opportunities, and threats) analysis, and competitive position.
  • Assess BTPN’s current systems for operations, process management, technology, human resource management, and data management.
  • Decide how BTPN should evaluate new markets (BoP), new products, and/or new systems.
  • Develop executable recommendations tied to BTPN’s business model and competitive strategy.