個案資料
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Visa Inc. and the Global Payments Industry
內容大綱
A manager, preparing for an interview with Visa Inc., seeks to understand the nature of the global payments industry and Visa Inc.'s position within it. The case outlines the industry's history and current practice through extensive use of publicly reported information. The public information allows answers to some important questions. What does Visa Inc. do? How competitive is the industry? And what is the source of Visa Inc.'s competitive advantage? Student spreadsheet is available, see 7B14A018.
學習目標
This case can be used to teach marketing strategy in an introductory marketing course or it can be used in an elective on competition, strategy or marketing strategy. It is suitable for advanced undergraduates or MBAs. The case discusses the global payments industry, the competitive position of Visa Inc. and the source of Visa Inc.’s competitive advantage. The case also illustrates analytical techniques such as the HHI for measuring competitive intensity, Porter's Five Forces and Positioning Maps. The importance of marketing is emphasized, the nature of network goods is discussed and the problems of market share goals are noted.