Turkish financial sector has been developing rapidly and often unpredictably, offers ideal conditions for industry analysis in the dynamic environment of an emerging market. Akbank, one of Turkey's leading private banks, successfully taking advantage of the new opportunities that have emerged in the sector of credit cards as a result of the post-crisis restructuring of the financial services industry in the early 2000s. Launched in late 2001, Axess credit card Akbank to quickly gained a significant market share of 15 percent, and was popular with both consumers and sellers. At the same time, attractive margins in this sector have caused a lot of local and foreign record competitor. Installing a sustainable strategy for the next few years is complicated by changes in the political, macroeconomic and competitive environment. The new government is leading the country since 2002 has improved the overall stability in Turkey, which created both opportunities and threats for businesses in Akbank. Opportunities including improving the banking system and increase in disposable income customer, while the credit card market is not yet saturated. However, the threat may come from the unpredictable actions that banking authorities may exercise, and growing competition from local and international players. The dynamic nature of the banking sector in emerging markets provides a comprehensive discussion of the case of anchored develop adaptive strategies in a changing environment. If Akbank goal is to help students develop skills in environmental analysis. It is designed for use in strategy undergraduate or graduate course. In addition, it can be used in a marketing course to illustrate issues related to loyalty programs or in international business course to illustrate the effect of uncertainty in the environmental decision-making. "Hide
by Mary M. Crossan, Marina Apaydin Source: Richard Ivey School of Business Foundation 29 pages. Publication Date: December 12, 2008. Prod. #: 909M02-PDF-ENG
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