CRED: Sustaining Competitive Advantage Through Customer Prioritization
商品編號：W44487
出版日期：2025/08/06
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：SWOT;Industry Dynamics;Competitive Advantage;Customer lifetime value;Strategic Focus
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：India
產業：Finance and Insurance
事件年度：2023
Dreamplug Technologies Pvt. Ltd. (CRED), a unicorn in India’s financial technology (fintech) ecosystem, revolutionized the credit card payment landscape through innovative services and celebrity-driven marketing campaigns. However, with increasing competition in the Indian fintech market, low entry barriers, and a decline in funding, chief executive officer Kunal Shah faces a critical juncture. In financial year 2022, despite rapid growth, CRED’s profitability remained in question, and the diversity of its growing user base complicated strategic decision-making. In light of mounting pressure from competitors, Shah needed to assess how to maintain CRED’s sustainable competitive advantage, navigate the funding winter, and prioritize high-value customer segments to drive long-term growth.
教學手冊：CRED: Sustaining Competitive Advantage Through Customer Prioritization – Teaching Note
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