CRM- Case analysis
Alpen bank

Submitted by Team Pandavas (PGPME Group 2)

Bhawna Gupta (P131011)
Deepak C (P131015)
Esha Pandey (P131016)
Magdalene (P131021)
Shashank (P131032)

Overview:
Alpen bank is one of the prominent banks headquartered in Zurich. The bank was known in the banking circles with serving mostly affluent clientele. Shopping with cash was a trend that was getting altered soon with the changing conditions of advancement in the European countries and most of them were becoming synonymous with high end customers going for shopping with credit and debit cards, A fact being quoted in the case that in 2006, the bank expected the credit and debit category growing by 35%. Alpen bank was looking at this lucrative proposition of expansion by trying to capture this segment by launching its credit card business in Romania. Romania being a small and low income country offered less possibilities for the growth of credit card business but as the country became the member of European Union it started becoming a lucrative market for the development of such products. The major players operating in credit card business in Romania were Romanian bank for Development having the largest number of customer base (606000 credit cards) while Raifessen bank was the second largest bank in this segment with the credit card utilization standing at 70%. As a result the Alpen Bank was looking for possibilities where they can tap a significant share of credit card business in Romania, being one of the largest banks and having no standing in the market.
Problem Recognition:
In order to build its market in credit card business in Romania the company was facing the following challenges: 1. The Romanian customers used to lack in managing their credit which made it difficult for the bank to establish the credit limits and setting up of interest rate that could attract