Alpen Bank Launching the Credit Card in Romania Brief Case Case Solution

Case Solution

When students hold the British-language PDF from the Brief Case in the course pack, they'll may also buy a sound version. Around 2006, the country manager for Alpen Bank in Romania, Gregory Carle, sights if you should recommend the launch of the cardboard business. The firm rejected the idea a long time earlier because of poor economic conditions in Romania. However, Romania goes through a time period of economic growth after joining the Eu and Carle thinks you're ready to reconsider the possibility despite ongoing skepticism inside the organization. Carle faces several important options before they can present his plan to your brain of Worldwide Consumer Companies. She must decide if you should launch a credit card business in Romania, the best way to squeeze bank card, and the way to obtain new customers most effectively. This case is appropriate for use inside the product policy module from the general marketing course, in something totally new course, or possibly inside a services management course. Students are necessary to accomplish a quantitative assignment incorporated in case analysis.

Excel Calculations

Questions Covered

1. How should alpen position its card if it intends to launch it?

2. What are the economics of the credit card business in Romania? What is the cost of acquisition of a new customer? How many customers will be needed to breakeven?

3. Is breakeven achievable? In what time period? 

4. Do a cost benefit analysis of the launch. What information does this provide you?

5. What other customer insights can you infer from the case study?

6. Should Alpen Bank launch the credit card? Why or Why not? How does  the credit card business compare to the core banking business?

7. If the bank launches the credit card, who should they target first? What should their positioning strategy be?