Alpen bank in Romania has been very successful in building a profitable Based on quantitative analysis, Carle should choose option-2, i.e., launch credit card. Alpen Bank: Launching the Credit Card in Romania Written Analysis of Case Presented to: Miss Tania Hassan Presented by: * Case Overview: Alpen bank has. As per the Case ‘Alpen Bank: Launching Credit Card in Romaniaā€¯, the following explains strategy on Segment, Target, and Position. This Analysis also has.

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However, Romania is experiencing a period of economic growth after joining the European Union and Carle believes it is time to reconsider the opportunity despite continued skepticism within the company. How to Write Essay in Third Person. Consumer credit ; international business ; international marketing ; marketing strategy ; Product positioning ; Product introduction ; service management ; International Finance ; Product Positioning ; Marketing Strategy ; Service Operations ; Product Launch ; Credit.

This current trend looks more promising to launch Credit Card. By positioning the product in the affluent class the Bank is able to reach breakeven point in less number of customers. This case is appropriate for use in the product policy module of a general marketing course, in launchinng new product course, or in a services management course.

Finance Launhing Management Marketing. At the start ofYarnold declared his goal of making Audubon the most effective conservation network in America. Consumer spending was cash based and merchant acceptance of card payments was low. As per Table B alpem other Administrative costs details, Alpen should focus on marketing using Direct Sales, Branch Cross-Sell, and Direct Mail to selected affluent prospects so that Alpen can reach only their current Affluent customers alpdn other selected Affluent non-customer Residents to keep the acquisition costs low.


Through exhibit 5 we determine the percentage of potential cardholder for each segment give in the above table column 3. This shows that if Alpen positions its card as a cerdit end product, it will gain a share of market which would stick to its card. Launching the Credit Card in Romania by V. The decision whether to target affluent class or middle class depends on the revenue they generate solely or combined. How to Write a Thematic Essay. It seems that Alpen Bank has an opportunity as economic environment in Romania had changed from after it joined European Union.

Launching the Credit Card in Romania. How will such measurement be useful? What are the challenges of doing so? Launching the Credit Card in Romania specifically for you.

Alpen Bank: Launching the Credit Card in Romania | Free Essays –

The bank should focus on its current strength rather than penetrating into a new customer base. So, Alpen Bank targeting Affluent and Most Affluent customers would be ideal target segment to enter without spending a lot more marketing and administrative costs.

Kasturi, Suraj Srinivasan, and Namrata Arora. So now we calculate the breakeven. crd

Alpen Bank: Launching Credit Card in Romania Essay

How would the credit card opportunity compare to focusing on the core business of banking services for the affluent? He was confused whether their business will be viable without marketing to the broader middle class. How to Write a Summary of an Article? To use this website, you must agree to our Privacy Policyincluding cookie policy. Over all, Alpen bank wants to see its customers happy.


What actions should Audubon take to get to that goal? The country head, Mr. The bank has currently established a premium image by targeting the affluent class.

X in the following formulae is assumed to be additional customers. Launching the Credit Card in Romania.

We use cookies to give you the best experience possible. This Analysis also has attached Excel sheet with numbers to support this strategy. If you wish to download it, please recommend it to your friends in any social system.

Firstly it is easy for bank to cater the need of the existing customers. The Bank is able to generate the profit as required.

We’ll occasionally send you account related and promo emails. Prior to introduction of the credit card in the market the Bank has to analyze whether an opportunity exists for the launch of the credit card.

About the Author V. How should the new card be positioned, particularly given its current upscale customer base? Launching Credit Card in Romania Essay.

How to cite this page Choose cite format: Launching Credit Card in Romania. Share buttons are a little bit lower. Clearly only a subset of the Who will it be useful to? They are priced less sensitive and thus positioning the card on high end would be beneficial for the bank.

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