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
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4559 REVISED DECEMBER 18, 2012 V. KASTURI RANGAN SUNRU YONG Alpen Bank: Launching the Credit Card in Romania Introduction In September 2006, Gregory Carle sat pensively at his desk at Alpen Bank’s corporate headquarters in Zurich. The previous evening he and the senior management team had enjoyed themselves dining late above the picturesque Limmat Valley, but now it was time to focus his attention on the task at hand. As Alpen’s country manager for Romania, Carle was contemplating a credit
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Alpen Bank: Launching the Credit Card in Romania 1. If Alpen bank does in fact decide to launch a credit card, there are a variety of positions it could take. Given their reputation however as a higher income bank, I believe Alpen should target their current affluent customer base. By positioning their card in the higher income segment of the Romanian market, they will have the ability to charge a higher joining fee/ annual fee because the consumer will not weigh the decision as much as someone
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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
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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
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4 ) Should Alpen Bank launch a credit card? W hy? And how does the credit card opportunity tocore business operations? C 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
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when entering into the market as a first mover. Since the economic environment has changed a lot in 2006, there is a growing trend in purchasing luxury goods and increasing likeliness of using card. Although Romanian banks has already been marketing in the business, other competing banks are bullish the market (Exhibit 4) and it is hardly for them to take the same strategy in the near future. With the premise that top 10% of households by income have nearly 24% of the wealth (Exhibit 5), launching
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buy high price home products. There was also a rapid growth in luxury goods demand. By 2006 things changed, customers are willing spend using cards rather than using cash. 2. Before the reaction the infrastructure was really poor in Romania so Alpen bank decided not to get into the credit card business and expand on the brunch banking business. But as the country come out from a three year resection and the infrastructure started to grow their decision changed and planned to enter the card business
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Depression of 1932. A banking or financial crisis can be defined as a dislocation of the banking system where a significant number of banks and other financial institutions become illiquid and insolvent due to massive defaults on bank loans and other assets. An escalation of non-performing assets of banks will result in heavy losses depleting banks' capital. Banks become insolvent when their debt obligations (liabilities) exceed the value of their assets, i.e., the sale proceeds from their assets
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1. DEFINITION: FOREIGN EXCHANGE One of the largest businesses carried out by the commercial bank is foreign trading. The trade among various countries falls for close link between the parties dealing in trade. The situation calls for expertise in the field of foreign operations. The bank, which provides such operation, is referred to as rending international banking operation. Mainly transactions with overseas countries are respects of import; export and foreign remittance come under the preview
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