SCENARIO PLANNING: CREATING VALUE PROPOSITION FOR MOBIUS CREDIT CARD IN THE ERA OF DIGITAL BANKING

• Main Author: Perdana, Devito
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85902
• Institution: Institut Teknologi Bandung

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