Akbank: Credit Card Division Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

The Turkish financial sector has been growing quickly and often unpredictably, offering a perfect backdrop to execute an industry analysis in the dynamic environment of an emergent market. Among the leading private Turkish banks, Akbank, has been successful in taking advantage of the new opportunities that appeared in the credit card sector as a consequence of post-crisis restructuring of the financial services business in the early 2000s. Initiated in late 2001, Akbank's Axess credit card was popular with both merchants and customers and fast gained a significant market share of 15 per cent. At the same time, the attractive borders in this sector have started many foreign and local competitor entries. Setting a sustainable strategy for the the next couple of years is complicated by the change in the political, macro-economic and competitive environment.

The new government leading the state since 2002 has enhanced overall equilibrium in Turkey, which created both opportunities and hazards for the business of Akbank. While the market for credit cards was not saturated, the opportunities included an improved banking system and raising customer disposable income. Nonetheless, hazards may come from increasing competition from both international and local players and unpredictable actions that banking authorities could implement. The intention behind the Akbank case would be to help pupils develop environmental evaluation abilities. It really is designed to be used in a strategy course at an undergraduate or graduate degree.

PUBLICATION DATE: December 12, 2008 PRODUCT #: 909M02-HCB-ENG

This is just an excerpt. This case is about GLOBAL BUSINESS