1. Romanian merchandise was more conformable on cash transactions rather than credit card payments in early 2000s. The costume had no experience how to maintain credit cards so this made the situation difficult for the bankers to set a credit limit and the interest rate.
As Romania was getting out from a three year recession, slowly the middle class was growing but the size was really small, so they decided to do branch banking rather than credit card business. During the first half of the decade the economy grow rapidly specially the middle and the upper middle class. Almost one third of the Romanians households decided to buy high price home products. There was also a rapid growth in luxury goods demand.
By 2006 things changed, customers are willing spend using cards rather than using cash.

2. Before the reaction the infrastructure was really poor in Romania so Alpen bank decided not to get into the credit card business and expand on the brunch banking business. But as the country come out from a three year resection and the infrastructure started to grow their decision changed and planned to enter the card business.

3. They are focusing on direct market strategy.

Direct mail, take ones, free standing inserts, direct sales and branch crossing

4. Almost 18.6 million adults were eligible to apply for the credit card. It was a very difficult task for them to segment the customer so the bank decided to pick customers based on their income.
First of all, they focused on the upper middle class having a career oriented job, people who are really concerned about their image;