Cougar Visa: Developing a Means-End Chain for a Credit Card
A) Using the data provided, perform a means-ends analysis.
During this case study, we can see that the current state the following: there are an increasing number of competitors in the credit industry. More and more companies enter this industry, making even more difficult for the bank to compete and gain more customers shares. So, we’ve perform a means-end analysis of the situation in order to get the maximum information for them improve their services and be more efficient. The goal of this means-end analysis was to find a way to differentiate from the others by any means. But the first step of it was to find out what’s important for the customers when we’re talking a…show more content… On those two factors, Cougar Visa is doing much better that the competition. They are above the competitors on those two, which give them advantages over them. But on the other hand, they are much lower than the other on two very important points, Acceptability by business (7.7 of importance) and credit limit (7.5). Here we can say that it’s very important for Cougar Visa to look a bit more after those two factors because they are crucial for the customers. They are nearly 1 point behind their competitors, which cancel their advantage they had with the interest rate and the fees. So, we could say that’s its primordial that the company gives more credit to acceptably by business and credit limit. That means try to make the credit card more business friendly and make sure the majority of the business around the world accept it. It also means that the bank shouldn’t be so closed on giving people credit because if you can’t get a credit or you’re very limited as a client if you want a loan, then you might lose customers as well. We might need some additional information like in a more detailed way. Indeed, with just have some clues here about what matters to the customers but we don’t really have a detailed list about what they expect in each category. For example, for the credit limit, do they expect a greater amount, more flexible reimbursement rates…
