분야
docx2. Market Situation
4. Marketing Strategy
5. Action program
6. Credit card market and comprehensive restructuring measures
This year there are outlook that department of Banking credit card companies would lead the market. To counteract this, We propose the strategy for the Hyundai card what located department of corporate credit card companies. First, Occupying number 1 in department of corporate credit card companies and then to jump to department of bank credit card. Our proposal is based on Hyundai card’s original management techniques.
2. Market Situation
1) Market Description
Credit card has function of Information collection, payment, proof of identity. In Korea, in 1969 the first credit card was introduced by Shinsegae and 1999, credit card had activate by the policy the government to promote consumer afterward IMF. But Liquidity crisis due to reckless competition was welcomed in 2003. The period called “Card crisis” .After Card crisis credit card maket was subdivided department of corporate credit card companies and department of Banking credit card companies. Initially, the credit card companies focused on providing the benefits’ differentiate compared with competition. So, to mimic and expand the benefits of competition, was the main strategy . However, in the card market which already located maturity, innovative marketing strategies was required to make a sustainable competitive advantages.
