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Alpen bank. SWOT Analysis.
Pages 7 (1757 words)
SWOT analysis is a strategic marketing tool that helps to determine the internal strengths, weakness and external opportunities, threats of an organization. Alpen Bank is a potential Romania banking organization that is popular for excellent client service.
The organization has hesitated to launch its credit card services because of poor infrastructure, population inexperience and low per capita income level of the Romanians. However, they have launched this credit card service and able to win the trust of customers. In the year 2000, the organization has entered in the European market. The objective of the study is to form an effective marketing strategy in order to clear cut the positioning strategy considering the credit card industry. A strategic SWOT analysis has been implemented below for Alpen. Strengths Alpen bank is one of the leading banking organizations in Romania. The bank is popular within the country due to the effective customer service and several differentiated customer service. Due to its quality customer service the organization has able to create positive brand awareness in Romania. As it is discussed earlier, premium banking services have increased the core competencies and reputation of the brand name in the Romanian market. Weaknesses Lower customer base is the biggest weakness of this brand. The organization has implemented credit card service facilities for its clients in Romania. The concept of the credit card was not familiar with the people of Romania. ...
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