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. This 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 lauunching. The Market segments for this product launch would be based on Income level of Customers: Affluent customers, More Affluent customers, middle class, and others.

WEC – Alpen Bank : Launching the Credit Card by bhupendra kunwar on Prezi

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 Administrative 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 to keep the acquisition costs cqrd.

Over all, Alpen bank wants to see its customers happy. Launching Credit Card in Romania.

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Alpen Bank: Launching the Credit Card in Romania

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