Mutual fund industry in Indonesia started in 1995, with purpose to give alternative investment opportunity to small investor in capital market. However, the condition does not show significant progress in term of number of investors. This happens mostly due to many crisis in Indonesia and regional and knowledge sharing. Since the economic condition is going better now and followed by increasing middle income society, many management investment companies are targeting to increase their retail market.



PT Bahana TCW Investment Management (here after called Bahana TCW) also sees this opportunity by planning to increase their retail market portfolio. However, retail segment consist of various kind of consumers. Hence, market segmentation is needed to define the spacific retail target market and the distribution channel.



We used some methologies including interview with the company, comparing with other management investment companies and the conclusion lead to specific retail market segment and the distribution channel to grab that market.


Supervisor: Alex Iskandar Munaf