J.P Morgan Chase and Company

In January of 2001, Chase Cardmember Services faced some difficult challenges. The credit card was being saturated. Other companies were growing but CCS was not in spite of the fact tat all the players in the industry faced the same challenges. CCS had a competitive advantage based on its size. Yet, CCS faced strategic challenges including finding a way to convince customers that their credit card services were superior.

The credit card industry was founded in 1914.In the 1960s, the use of credit cards for travel end entertainment became popular. By the late 1970s, credit cards were commonplace. By 2000, the industry began to consolidate. The goals for those who remained active was to continue to benefit from the growth of credit card usage.

As a value added service, credit card companies provided cardholders with payment options. This resulted in an increase in credit card use. As a result, credit card debt in the late 1990s was eleven times the 1980 level and since credit card issuers earn revenue based on interest on outstanding debt this was a good time for credit card companies. The individual consumer market is the jewel of the credit card industry. Consumers are naturally segmented based on creditworthiness.

Credit cards served small business, merchants and organizations. Employees of corporations often carry corporate credit card

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Approximate Word count = 892
Approximate Pages = 4 (250 words per page)

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