個案資料

Creditas Solutions Pvt. Ltd. (Creditas), a debt-collection and recovery start-up, had revolutionized the loan recovery process in India by combining data and technology to educate and empower its consumers. Ethera, its software-as-a-service platform, was a great success, and the company was on track to make $7.39 million in the financial year 2021–22. In order to increase its customer base and profits, the company was now faced with two challenges. First, it needed to determine how to convince its clients to accept a new fee structure. To establish additional and consistent revenue streams, the company was attempting to implement a licensing-based monetization model rather than its current recovery amount–linked model. Second, it needed to determine how it should plan for business expansion. The company had received queries from banks in west and southeast Asia, creating expansion potential abroad, and it was also contemplating entering other banking operations, such as lending and insurance. The chief executive officer wondered which of these growth strategies made the most sense for the business at this moment. Should the company increase its services in the areas of lending and insurance or expand to a global market?

The case is suitable for courses such as introductory strategic marketing, management information systems, consumer behaviour, business-to-business marketing, and platform business models at the undergraduate or graduate levels. This case discusses how to address the revenue model changes and growth strategies in the loan recovery industry. Students identify a small company’s strategies for disrupting traditional loan recovery practices and strategic uncertainties related to the company’s growth strategy. After working through the case and assignment questions, students will be able to achieve the following objectives:<br><br><ul><li>Apply the 5Cs framework to analyze a company’s internal and external environment.</li><li>Apply the VRIO framework to understand a company’s sustainable competitive advantage and plan growth strategy.</li><li>Explain the importance of value creation, behavioural interventions, and leveraging technology in managing a complex industry.</li><li>Describe what it takes to build a platform-based product that sells well over time.</li><li>Apply the Ansoff matrix to analyze different growth options and plan a strategy. </li></ul>

• growth strategy
• fintech
• loan recovery industry
• platform business models
• Creditas Solutions
• Ethera platform
• debt collection
• recovery start-up
• fee structure
• monetization model
• licensing-based
• revenue streams
• business expansion
• global market
• banking operations
• lending services
• insurance services
• strategic marketing
• management information systems
• consumer behavior
• business-to-business marketing
• platform success
• sustainable advantage
• Ansoff matrix.