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Under the prolonged economic downturn and financial system instability in Japanese economy, deregulation of financial industry has been accelerated based on “Big Bang Project” by Japanese government. Although borrowers are easy to rise fund thanks to low-interest, on the other hands lenders are suffering from low profitability situation.
As such severe period has been continuing, bank industry has expressed to enter newly consumer finance market (as we call “Sarakin” market) in order to seek more profitable business. Accordingly the circumstance surrounding consumer finance market is drastically changing. Formerly most of Japanese company had hesitated to enter consumer finance market even if it is considered as new business by company’s diversification strategy because of its own evil image in domestic market. However, from now on, it is expected that not only bank but also many other companies will enter this market possibly. Consumer finance industry will apparently face the period of mega-competition with such new comers. Therefore, it is supposed that study of the case “Sakura bank’s @loan and Sanwa bank’s mobit” is quite important to prospect consumer finance industry in future.
If three major characteristic points of @loan and mobit to enter the new market are raised, these are “Low-interest loan”, “Channel strategy utilizing convenience store chain”, and “Bank brand name”. The thesis examines how these three points can be strong advantages to compete in consumer finance industry.
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