CITI BANK

Presented By Y.Santosh (11) R.Avinash Kumar (20) K.V.Ch.Madhu Sudhana Rao (32)

INTRODUCTION
It is an international bank started in U.S. It has largest financial services network. The company employs 2,60,000 staff, 200million customers in 140 countries. In Asia Citibank started their services in 3 countries in 1902 and now operating in 11 countries.

OBJECTIVES
To expand their credit card business in Asia pacific To improve their revenue To decide in which country they have to start their business

PROBLEM
To decide in which country they have to start their business.

SWOT ANALYSIS
Strengths Undisputed leader of the marketplace Australia: customers see the credit card as an important shopping tool Hong Kong: people are used to credit cards- relatively affluent population India: strong economic development in late 80s Malaysia: large successful business population Singapore: one of the worlds largest center of traditional trade and services Thailand: rapidly growing nation (foreign investment)

SWOT ANALYSIS
Weakness India: consumers do not like to use revolving credit Indonesia: relatively poor country with small upper class; not many qualified for membership Australia/Singapore: saturated market Taiwan: before 1989, laws restricted credit card business Taiwan: culturally not acceptable to owe people money Korea: financial problems in credit card business coupled with stringent local restrictions

SWOT ANALYSIS
Opportunities India: consumers do not like to use revolving credit Indonesia: relatively poor country with small upper class; not many qualified for membership Australia/Singapore: saturated market Taiwan: before 1989, laws restricted credit card business Taiwan: culturally not acceptable to owe people money Korea: financial problems in credit card business coupled with stringent local restrictions

SWOT ANALYSIS
Threats Australia: AMEX and Diners Club seen as symbol of status Malaysia: many other options to choose from in 1989 (MasterCard and Visa) Singapore: high-tech mecca has attracted many multinational corporations Taiwan: restrictive laws prohibited thus industry is in early stages Taiwan: AMEX and Diners Club worldwide respected reputation Citibanks undifferentiated view of one marketplace

CONCLUSION
The company can enter into the markets in India, Taiwan and Thailand. Company strategy is to focus on the high status segments in these markets. The only exception is Taiwan where we believe there is demand for a USD credit card, due to the large number of international travelers. Managers in Taiwan need to get the approval of NCCC to launch the credit cards. Managers in the Philippines need to work closely with Visa to ensure that a large number of merchants will accept credit cards.

RECOMMENDATIONS
We recommend that we enter the markets in Indian, Philippines, Taiwan and Thailand. Entry should be delayed in Malaysia, Australia and Singapore. The company should not be enter into countries like Hong Kong, Korea and Indonesia. Sales Managers should be made responsible for expansion in Indian, Philippines, Taiwan and Thailand.

THANK YOU