In this Sivilokonom study the financial industry in Norway is analysed and a competitor analysis in AUTO market is performed for GE Money Bank. The industry analysis is based on the M. Porter’s Five Forces Framework, which includes the analysis of Suppliers, Buyers, Potential New Entrants, Product Substitutes and Rivalry. From this analysis it is concluded that the strongest force in the industry is Rivalry with fierce competition and numerous actors on the market. It is also clear that the biggest segment of buyers of bank’s financial products in AUTO market – dealers- exploits the bargaining power over banks, and although is very important for banks, it is not the optimal distributional channel. Further, the strongest force – rivalry- is analysed in details using strategic group approach and banks’ positioning. It is discovered that price and product range are not the strategic dimensions the financial companies are competing on. Instead, several success factors in the industry are identified based on the deep internal analysis of some main competitors, which are: Multi Channel distributional strategy, close relationships with dealers, use of Internet as a distributional and promotional channel, Brand name and Cross-Selling ability. Based on the findings, I recommend to GEMB to start communicating a new message to the market, build up strong Brand Awareness within new market segments, continue to cooperate with dealers and use Multi Channel Distribution
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