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 Romania”, the following explains strategy on Segment, Target, and Position. This Analysis also has.

Author: Nikojind Vudolkree
Country: India
Language: English (Spanish)
Genre: Life
Published (Last): 21 July 2012
Pages: 406
PDF File Size: 18.99 Mb
ePub File Size: 4.51 Mb
ISBN: 901-1-71136-474-5
Downloads: 13429
Price: Free* [*Free Regsitration Required]
Uploader: Sami

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. Carle knew that building a customer base would require a direct marketing plan with a multi-prong effort, each with its advantages and drawbacks: Kasturi, and Sunru Yong. After that we multiply the population of each segment with that of annual revenue. If you need this or any other sample, we can send it to you via email.

This case is appropriate for use in launchkng product creit module of a general marketing course, in a new product course, or in a services management course. True Value is an innovation in this area and tries to measure the financial cost and benefits of social and environmental impact and provide a romanix comparison across different kinds of social and environmental activities and their impact.

By positioning the product in the affluent class the Bank is able to reach breakeven point in less number of customers. Indeed, competing Romanian banks had been launchign credit cards for several years already. We alpsn write a custom essay sample on Alpen Bank: He was also concerned about ceding potential middle-class customers to competing banks. Clearly only a subset of the They are priced less sensitive and thus positioning the card on high end would be beneficial for the bank.


We lauhching you have liked this presentation. The case elicits discussion surrounding the following questions: What level of customer acquisition would be required to break-even, and how quickly would the business generate profit beyond break- even?

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

Inthe country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The final objective of the analysis is to identify the profit generated if Alpen Bank serves Affluent class solely or it serves both.

We’ll occasionally send you account related and promo emails. How to cite this page Choose cite format: Sorry, but copying text is forbidden on this website.

To make this website work, we log user data and share it with processors. To get a unique essay Hire Writer. Kasturi Rangan and Sunru Yong. Serving them could mean lower interest income and interchange for the banks. Click to learn more https: A limited time offer!

Carle faces several important decisions before he can present his plan to the head of International Consumer Businesses. Accessed December 31, Home Essays Alpen Bank: Rapid economic growth and rising incomes particularly among the middle class had dramatically increases total disposable income.


The bank should focus on its current strength rather than penetrating into a new customer base. This Analysis also has attached Excel sheet with numbers to support this strategy. However, because this was made available to the general public, many applicants would not qualify for bank credit. Measuring True Value at Ambuja Cement. Cards per holder in Central and Eastern Europe.

Published by Ariel McCoy Modified over 2 years ago. Credit Card Cougar Visa: Today’s middle class may become affluent customers of tomorrow as they have seen in other emerging countries — xlpen are less likely to switch from one card to another. Feedback Privacy Policy Feedback.


WEC – Alpen Bank : Launching the Credit Card by bhupendra kunwar on Prezi

The bank should Position Credit Card as a high-end premium product in the initial stages. Several country managers in the Asia-Pacific region had chosen to waive the joining fee entirely when launching their credit card business, but Carle believe that the premium image of Alpen Bank in Romania would allow for joining and annual fees without significantly hurting customer acquisition and retention.

However, macro-economic trends during the 1st half of the decade was encouraging. The decision whether to target affluent class or middle class depends on the revenue they generate solely or combined. Branding and the Marketing program. What actions should Audubon take to get to that goal? So now we calculate the breakeven. Launching Credit Card in Romania Essay.

If Alpen Bank currently emphasize on Affluent class it would be safer for it rather than it focuses on middle class. Launching Credit Card in Romania send By clicking “Send”, you agree to our terms of service and privacy policy.

Hi there, would you like to get such a paper? However, Romania is experiencing a period of economic growth after joining the European Union and Carle believes it is time lauching reconsider the opportunity despite continued skepticism within the company. After getting a strong foothold in the market the Bank should focus of targeting the middle class as they are affluent class of tomorrow.

It is a card entitling. We use cookies to give you the best experience possible. How to Write a Good Case Study.

Given in the case is that the population of Cardholders is