Us Bank

In: Philosophy and Psychology

Submitted By lacrosseman900
Words 1970
Pages 8
U.S. Citizen Bank Case
This paper will focus on the U.S. Citizen Bank case. I will use the five D method as a template to analyze said case. In addition, I will provide recommendations on how the manager, Michelle Jefferies, should act going forward. This case started back in the 1980’s, where by the end of the decade the traditional markets for credit cards had become saturated. The middle and working classes already had their plastic of choice and it was time for credit card companies to start looking for alternative ways to bring in revenue. Their solution was simple; in 1990 there were nearly 14 million undergraduate students enrolled in colleges across America. That number was projected to grow as we neared the turn of the century, and it would naturally replenish itself with new students every year. This “new to credit” market was virtually untapped and would provide card issuers with a huge opportunity for growth in both short and long-term areas. If the company could hook college students on their specific brand of credit card, i.e. Visa, MasterCard, American Express, etc., they hoped to secure them as life long, brand-loyal customers. The big companies used very aggressive tactics to secure college students as card users. These companies would go to the universities and strike a licensing agreement, so the card companies could use the college logos on their cards. They never ran a credit check, or even asked how the student would be able to pay off their expenses. They manipulated the students into signing up for credit cards by offering free t-shirts and mugs with the college logo on them. However, not all banks were operating this way. The Louisiana Purchase Bank, LPB, had its card services division stay away from the party atmosphere on campuses. Michelle Jefferies developed a new way to get LPB’s foot into the “new to credit” market. Bankers at…...

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