The descendants of the French catalog marketer 3 Suisses, and a popular sponsor the Tour de France, Cofidis sells consumer loans by phone, defying conventional banking product policy and communication strategy, which is ideal comparative company (DIS) advantage. This case describes: Cofidis product and value proposition, developing a competitive context and cultural complexity of the European credit market, adaptive marketing strategy of the company, which has evolved from a configuration with three Suisse directory, direct mail, print advertising to TV guides, cycling sponsorship results strategies, and the challenges and opportunities associated with the Internet. Based on the lessons of the past, we can advise Michelle Guillois, General Manager Cofidis, on the best way for him to maintain a competitive advantage Cofidis? "Hide
by Luke Wathieu Source: Harvard Business School 19 pages. Publication Date: January 22, 2001. Prod. # 501 055-PDF-ENG
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