Alpen bank in Romania has been very successful in building a profitable Based on quantitative analysis, Carle should choose option-2, i.e., launch credit card. Alpen Bank: Launching the Credit Card in Romania Written Analysis of Case Presented to: Miss Tania Hassan Presented by: * Case Overview: Alpen bank has. As per the Case ‘Alpen Bank: Launching Credit Card in Romania”, the following explains strategy on Segment, Target, and Position. This Analysis also has.

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We use cookies to give you the best experience possible. Caed 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 — overcustomers in a country with 7.

Alpen Bank: Launching Credit Card in Romania Essay Example for Free

The Market segments for this product launch would be based on Income level of Customers: Affluent customers, More Affluent customers, middle class, and others. This current trend looks more promising to launch Credit Card.

And Knowing that Alpen Bank already built credibility and Brand among Affluent customer segments, the easy Target Segment would be Affluent and Most Affluent customers, with middle-class segment as a potential market in the future.


But the easiest and cost effective segment would be Affluent Customers to launch the product. Also based on the Exhibit 4, all other competitor banks have a huge customer base in the middle and lower middle class segments.

Though the lower middle and middle-class segments are using credit cards for their transactions, the revenue generated from the middle or lower middle-class from Table A is not significant.

So, Alpen Bank targeting Affluent and Most Affluent customers would be ideal target segment to enter without spending a lot more marketing and administrative costs. We will write a custom sample essay on Alpen Bank: As per Table B and other Fhe costs details, Alpen should focus on marketing using Direct Sales, Branch Cross-Sell, and Direct Mail to selected affluent prospects so that Alpen can reach only their current Affluent customers and other selected Affluent non-customer Residents un keep the acquisition costs low.

Over all, Alpen bank wants to see its customers happy. Launching Credit Card in Romania. Accessed December 31, Launching Credit Card in Romania specifically for you. Leave your email and we will send you an example after 24 hours If you contact us after hours, we’ll get back to you in 24 hours or less.


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