SCENARIO PLANNING: CREATING VALUE PROPOSITION FOR MOBIUS CREDIT CARD IN THE ERA OF DIGITAL BANKING
The banking industry has undergone a profound metamorphosis, transitioning from brick-and-mortar institutions to digitally driven platforms. Propelled by technological advancements and evolving customer expectations, traditional banking models have been disrupted. The credit card industry has...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85902 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The banking industry has undergone a profound metamorphosis, transitioning from
brick-and-mortar institutions to digitally driven platforms. Propelled by
technological advancements and evolving customer expectations, traditional
banking models have been disrupted. The credit card industry has also undergone a
significant transformation in the digital banking era. Traditional plastic cards are
being complemented by virtual cards, enabling seamless online transactions. Data
analytics drive personalized rewards and fraud prevention. Contactless payments
and mobile wallets have accelerated adoption. However, challenges persist,
including data security and consumer debt management. Industry players must
innovate to stay competitive, focusing on enhanced customer experiences, financial
wellness tools, and strategic partnerships.
This research explores the key drivers, challenges, and opportunities arising from
this digital shift. This study aims to identify plausible scenarios that might arise
ahead for Mobius Credit Card, being the industry player in changing banking
landscape.
The assessment is conducted by understanding Jobs-to-be-Done Theory to
understand customer motives, Customer Based Brand Equity (CBBE) Model to
understand existing value proposition of Mobius Credit Card, PESTEL theory and
Michael Porter’s Five Forces model to analyse external factors that might be
relevant to Mobius Credit Card, and SWOT analysis to analyse the internal ones.
By refining this strategy, the author hopes that Mobius Credit Card would be able
to prepare itself better towards any uncertainties in the future and able to navigate
without any significant negative consequences |
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