Bloomberg “How Chase Turned Credit Card.”
We will use the discussion forum to teach and reinforce our learning this week based on teaching case- Bloomberg “How Chase Turned Credit Card.”
In this forum, let us explore the industry dynamics and outlook based on your learning of the case, and the analysis of the case.
Provide an overview of the credit card industry revenue sources and cost structures, using the IBIS:
Gambardella, A. (June 2020). Credit Card Issuing in the US. S Industry IExpert Summaries. Report 5221. IBIS World.
Analyze the credit industry (that the Sapphire brand occupies) based on the data provided in the industry outlook.
Based on this outlook explain your assessment of where the industry in its product life cycle.
Using product life cycle planning tool, what marketing strategies are appropriate for this industry during its current phase?
Week 5 Discussion- Discussion (2)
In this forum, let’s apply our knowledge of product development and the diffusion process to the Sapphire brand.
Analyze the factors (features, attributes, pricing) that placed the Sapphire brand in a class of its own? Define the product style and compare the Sapphire style with the other brands.
What were the industry dynamics during the brand introductory phase that made this product attractive?
Since the first introduction of the Sapphire Preferred in 2009, discuss product/service extension and the underlying expansion of target segments.
Discuss the consumer adoption and diffusion process, focusing on the early adopters and the early majority.
