In order for the launch to be profitable several points have to be clarified such as who would the company target, what would be the positioning of this new card and how should it be marketed. 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. Gonzales Fowler School of Business November 27th, Problem Statement: Alpen, a Swiss bank, which was positioned in high earner segment, is contemplating international expansion for its credit card business in Romania market.

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Please Sign Up to get full document. This Analysis besides has attached Excel sheet with Numberss to back up this scheme. Alpen Bank has been really successful in Romania constructing a profitable concern for the affluent — over As per Exhibit 5 and Table A. The Market sections for this merchandise launch would be based on Income degree of Customers: Affluent clients.

More Affluent clients. As per an independent clients study. This current tendency looks more promising to establish Credit Card. As per Table A. Annual Revenue per each client in different Sections. But the easiest and cost effectual section would be Affluent Customers to establish the merchandise. Besides based on the Exhibit 4. Though the lower center and middle-class sections are utilizing recognition cards for their minutess. Alpen Bank aiming Affluent and Most Affluent clients would be ideal mark section to come in without passing a batch more selling and administrative costs.

As per Table B and other Administrative costs inside informations. Alpen should concentrate on marketing utilizing Direct Gross saless. Branch Cross-Sell. To clients who make purchases utilizing Credit Card games from Affluent and Most Affluent income sections.

Our Alpen Credit Card offers a respected. Prime Minister. Alpen Bank recognition card is the most well-thought-of. Over all. Alpen bank wants to see its clients happy.

Author: Brandon Johnson.

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Case Analysis for Alpen Bank

You are on page 1of 7 Search inside document Case Analysis for 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 is also needed to secure the success of the program. In the case, it seemed that Alpen had the opportunity to act since economic environment in Romania had changed from after its entering into the EU: the economy there was developing; a growing trends of luxury purchasing emerged; there was also an increasing likeliness of using card instead of cash; other competitors had already taken similar strategies in the market; Alpens traditional banking business had a great penetration throughout the country, etc.


Alpen Bank: Launching the Credit Card in Romania

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