International Business Case Analysis 1 Alpen Bank: Launching the credit card in Romania Name: Xiao Zheng #701369253 Subject: Alpen Bank: Launching the credit card in Romania Course Number: IB207 Instructor: James Neelankavil‚ PH.D. Date: 09/25/2011 Problem Definition In 2006‚ the country manager for Alpen Bank in Romania‚ Gregory Carle‚ considers whether to recommend the launch of a credit card business and add 5 million of annual profit to the Consumer Bank segment within two years. The firm
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for a desired 5 million Euro annual profit‚ Carle and the upper management have to make a final decision on the credit card launch in Romania. The issues Alpen bank has to address are: * Positioning – What is the target market; most affluent current customers and/or the growing middle class customers. Once the target market is determined Alpen has to determine what the best way of customer acquisition is: should they go for all entries presented in Table B or should some be eliminated. *
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Summary of the Case: Alpen bank needs to launch credit card in Romania which is a matter driven by market dynamics‚ customer demographics‚ usage behavior and changing macroeconomic conditions. Formulation of an effective marketing strategy is inevitable for the introduction of the credit card in such an environment. 1. How should Alpen position its card‚ if it intends to launch it? Positioning is identifying a set of possible competitive advantages to build a position in the minds of the consumers
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Alpen Bank: Launching the Credit Card in Romania Case Study Solution By Liqi Zhou Nov. 5th‚ 2014 To: Gregory Carle From: Liqi Zhou Re: Alpen Bank’s decision of launching credit cards in Romania Date: Nov. 5th‚ 2014 Purpose: The Romania market has huge and increasing profit for credit cards‚ so Alpen Bank should enter it ASAP. Preview: Alpen Bank should launch the credit card now to both middle-class and affluent segments of the market using all possible consumer acquisition methods to capture
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11/6/12 Case Analy sis f or Alpen Bank Case Analysis: Alpen Bank The main issue that Alpen bank is facing is whether or not they should launch the credit card business in the Romania market and which group of target audience they should select while applying the launching strategy. Moreover‚ specifically to Carle‚ he needs to come up with a program from which‚ Alpen bank can generate at least €5 million in profit within 2 years. Moreover‚ clarified positioning strategy and customer segmentation
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Case Analysis Alpen Bank: Launching the Credit Card in Romania Case Overview: In this case Alpen bank’s country manager Carle has to make a crucial decision whether or not they should go for the credit card business in Romania. The bank has to come up with a solid market strategy that can generate at least €5 million in profit within 2 years. Before bringing this business to the market the Bank has to analyze whether an opportunity
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As per the Case ‘Alpen Bank: Launching Credit Card in Romania”‚ the following explains strategy on Segment‚ Target‚ and Position. This Analysis also has attached Excel sheet with numbers to support this strategy. Alpen Bank has been very successful in Romania building a profitable business for the wealthy – over 200‚000 customers in a country with 7.7 million households. As per Exhibit 5 and Table A‚ there are 27% affluent residents (over 2 million)‚ 18% middle class residents‚ and 53% others
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Alpen Bank: Launching the Credit Card in Romania Written Analysis of Case Presented to: Miss Tania Hassan Presented by: * Case Overview: Alpen bank has to make a crucial decision whether or not they should launch the credit card business in Romania. The bank had to come up with a market strategy that can generate at least €5 million in profit within 2 years. Prior to introduction of the credit
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1. Should Alpen Bank launch a credit card? And how would the credit card opportunity compare to focusing on core business of banking service? Considering the economic and market conditions explained in the case as well as the cost revenue analysis‚ Alpen should launch a credit card. * The rapid economic growth has led to higher incomes which have increased the proportion of middle class and upper-middle class in the society. This growth has also led to an increase in disable incomes‚ means
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Alpen Bank Executive Summary [Type the author name] Gregory Carle‚ the Romanian country manager for Alpen Bank‚ must decide whether or not the bank should launch a credit card program in Romania. Before deciding to go through with the credit card launch Carle must be certain that the Romanian credit card market is large enough to add € 5 million in annual profit to Alpen Bank’s Consumer Banking segment. Carle has two real options here‚ he can either choose to launch the credit card program
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