Le Taux Modèle: ING Direct, A Growing Success Story (French)

The case discusses the financial strategy of ING Direct, a telephone/internet retail bank that has been growing rapidly in eight countries. It presents both the deposit pricing strategy, and the asset allocation of the bank.

ING Direct's strategy of focussing on simple products, low cost operations, aggressive pricing and advertising, has enabled it to be highly successful and profitable even though its flagship product the savings account is a low margin product. The case explores how ING Direct's strategy has enabled it to achieve its successful market position.

The case presents the strategy of the British bank Lloyds TSB (called today Lloyds Banking Group) over the years 1983-2007. A long time span allows to evaluate the financial results of a long-term strategy.