Cofidis

An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking with a product policy and a communication strategy that will compliment the Company’s comparative (dis) advantages. This case describes: Cofidis product and value proposition, the evolving competitive context and cultural complexity of the European credit market, the adaptive marketing strategy of the company that developed from bun … Read more »

An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking with a product policy and a communication strategy that will compliment the Company’s comparative (dis) advantages. This case describes: Cofidis product and value proposition, the evolving competitive context and cultural complexity of the European credit market, the adaptive marketing strategy of the company that developed from bundles with the 3-Suisse catalog, to direct mail to advertising in print – TV Guides, placed on the cycling sponsorship, the results of the strategy, and the challenge and opportunities of the Internet. Based on the lessons of the past, we can advise Guillois Michel, CEO of Cofidis, to keep on the best way for him Cofidis’ competitive advantage?
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from
Luc Wathieu
Source: Harvard Business School
19 pages.
Publication Date: Jan 22, 2001. Prod #: 501055-PDF-ENG
Cofidis HBR case solution