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Should Alpen Bank launch a credit card?
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hy? And how does the credit card opportunity tocore business operations?
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onsidering the economic and market conditions as explained in the case, Alpenshould launch a credit card. Economy is growing rapidly with increasing incomesand making upper middle and middle class a substantial part of the society.Moreover disposable income is also increasing dramatically. The country has10%households who have 24% of the wealth so they have sufficient income permonth. They are conscious about their social image and are less sensitive toprices.The middle class is also a potential market for the credit card. This class includesyoung professionals who make price driven decisions so the bank might think about lowering the interest rates for them. Todays middle class may becomeaffluent tomorrow.The credit and debit card market of Romania is also seen to grow at a good paceof 35% in 2006 and about 9.5 million cards were being used in the market.Romania has ATMs and point of sales terminals for card transactions too.On the other hand, there are some problems in the credit card market too.Firstly, majority of the cards being used by customers are debit cards whichmeans Alpen has to convince and make special efforts to make use credit cardstoo. People use cards generally for withdrawing cash rather than for buyingproducts or services so there is less revenue driven from transactions. Evenmerchants are still ignorant in accepting credit cards and prefer paymentsthrough cash.These all points show that Alpen has an opportunity to cash on the credit cardbut it would require efforts especially in marketing the card and making peoplerealize the utility and purposefulness of the card. This would also cost them inthe beginning as customers need awareness but as the market would grow it will become a profitable business. More specialized

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