Making Strategic Choices for Growth

Competition from major national banks and other competitors, such as challenger banks, captive auto finance companies and lending startups, is beginning to adversely affect credit unions’ share of primary financial institution (PFI) relationships and market share for certain loan types including auto loans and personal loans.

To better understand credit unions’ efforts to remain relevant and continue growing in the face of this competitive threat, CUNA Mutual Group commissioned a research project to explore the strategic choices of credit unions. This research was heavily based on the book, Playing to Win: How Strategy Really Works, which describes an integrated cascade of choices that companies can use to develop their strategy. Per the author, the responses to these five questions collectively comprise the strategy of a firm:

  1. What is our winning aspiration?
  2. Where will we play?
  3. How will we win?
  4. What capabilities must be in place?
  5. What management systems are required?

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2021 CUNA Mutual Group internal data and Experian, “Auto Finance Insights: State of the Automotive Finance Market Q1 2021,” Q1, 2021
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