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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They sign up merchants for card acceptance and provide the support that merchants require to process card transactions: We use cookies to give you the aalpen experience possible.

Alpen Bank: Launching the Credit Card in Romania

He was also concerned about ceding potential middle-class customers to competing banks. They are priced less sensitive and thus positioning the card on high end would be beneficial for the bank. How to cite this page Choose cite format: Launching Credit Card in Romania specifically for you.

And Knowing that Alpen Bank already built credibility 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. A compelling business case would need to address these yhe for Alpen Bank to proceed with confidence.

Indeed, competing Romanian banks had been marketing credit cards for several years already.


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.

At the start ofYarnold declared his goal of making Audubon the most effective conservation network in America. 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.

Direct sales efforts through telemarketing enabled Alpen Bank to target both existing customers abnk high-potential new customers. Delivering Shareholder Value Clark P.

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

Home Essays Alpen Bank: Firstly it is easy for bank to cater the need of the existing customers. Cite View Details Purchase. It is a laumching entitling. Miss Tania Hassan Presented by: A credit card is part of a system of payments named after the small plastic card issued to users of the system. Launching Credit Card in Romania Essay.

Alpen Bank: Launching Credit Card in Romania Essay Example for Free

Carle faces several important decisions before he can present his plan to the head of International Consumer Launchinh. Auth with social network: Cite View Details Educators Purchase. Carle knew that building a customer base would require a direct marketing plan with a multi-prong effort, each with its advantages and drawbacks: Launching the Credit Card in Romania.

This current trend looks more promising to launch Credit Card. The Market segments for this product launch would be based on Income level of Customers: By positioning the product in the affluent class the Bank is able to reach breakeven point in less number of customers.


If Alpen Bank currently emphasize on Affluent class it would be safer for it rather than it credih on middle class. Get custom essay sample written according to your requirements Urgent 3h delivery guaranteed Order Now. Sorry, but copying text is forbidden on this website. After that we multiply the population of each segment with that of annual revenue.

Hi there, would you like to get such a paper? Clearly only a subset of the 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 Chapter 4 Money Management Managing Checking and Savings Accounts —Checking and savings accounts are the foundation of financial asset management —Cash.

This case is appropriate for use in the product policy module of a general marketing course, in a new product course, or in a services management course. Direct mail could target credit card applications to the intended audience, resulting in a higher yield, but it tended to be more expensive than other methods.