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.

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How should the new card be positioned, particularly given its current upscale customer base?

Alpen Bank: Launching Credit Card in Romania Essay

About project SlidePlayer Terms of Service. Hi there, would you like to get such a paper?

How about make it original? We use cookies to give you the best experience possible. The Alpen Bank seems hesitant to launch the credit card due to the existence of following problems: Over all, Alpen bank wants to see its customers happy.

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This is just a sample. And Knowing that Alpen Bank already built alpeb and Brand among Affluent customer segments, the easy Target Segment would be Affluent and Most Affluent customers, with middle-class segment as a potential market in the future.

If Alpen Bank currently emphasize on Affluent class romabia would be safer for it rather than it focuses on middle class. Launching the Credit Card in Romania. Rapid economic growth and rising incomes particularly among the middle class had dramatically increases total disposable income.

Kasturi Rangan and Sunru Yong Keywords: 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.


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It seems that Alpen Bank has an opportunity as economic environment in Romania had changed from after it joined European Union. He must decide whether to launch a credit card business in Romania, how to position the credit card, and how to acquire new customers most effectively. Visa and mastercards are the two most extensive networks. Alpen Bank has been very successful in Romania building a profitable business for the wealthy — overcustomers in a country with 7.

The Market segments for this product launch would banj based on Income level of Customers: Sorry, but copying text is forbidden on this website! Today’s middle class may become affluent customers of tomorrow as they have seen in other emerging countries — consumers are less likely to switch from one card to another.

Finance General Management Marketing. Branding and the Marketing program.

Business and Environment Business History Entrepreneurship. Home Essays Alpen Bank: Share buttons are a little bit lower. How to Write a Critical Analysis. Finance Globalization Health Care. To get a unique essay Hire Writer. Direct sales efforts through telemarketing enabled Alpen Bank to target both existing customers and high-potential new customers. It is a card entitling. Kasturi, and Sunru Yong. Middle class were growing but very slow, less than half of the population were urban.

Accessed December 31, How would ,aunching credit card opportunity compare to focusing on the core business of banking services for the affluent? Affluent customers, More Affluent customers, middle class, and others. The decision whether to target affluent class or middle class depends on the revenue they generate solely or combined. Launching the Credit Card in Romania. What actions should Audubon take to get to that goal? They sign up merchants for roania acceptance and provide the support that merchants require to process card transactions: Kasturi Rangan The case briefly describes the year history of the organization and focuses particularly on the changes wrought by its new leader David Yarnold who was brought in by the board in Firstly it is easy for bank to cater the need of the existing customers.


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This current trend looks more promising to launch Credit Card. A limited time offer! Hi, I am Sara from Studymoose Hi there, would you like to get such a credjt Free-standing inserts FSIs were newspaper and magazine inserts or bind-ins that were inexpensive to circulate, but tended to have a very low response rate. If you contact us after hours, we’ll get back to you in 24 hours or less.

Sorry, but copying text is forbidden launchihg this website. He was confused whether their business will be viable without marketing to the broader middle class.

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

Cite View Details Educators Purchase. Feedback Privacy Policy Feedback. A compelling business case would need to address these issues for Alpen Bank to proceed with confidence. As per Table B and 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 laubching only their current Abnk customers and other selected Affluent non-customer Residents to keep the acquisition costs low.

Kasturi Rangan and Sunru Yong.