Profile: Citi Bank Ltd.

Citigroup Inc. (branded Citi) is a major American financial services company based in New York Citi.
Citigroup was formed from one of the world's largest mergers in history by combining the banking
giant Citicorp and financial conglomerate Travelers Group on April 7, 1998.Citigroup Inc. has the
world's largest financial services network, spanning 140 countries with approximately 16,000 offices
worldwide. The company employs approximately 260,000 staff around the world, and holds over 200
million customer accounts in more than 140 countries. It is a primary dealer in US Treasury securities
.

Citigroup suffered huge losses during the global financial crisis of 2008 and was rescued in November
2008 in a massive bailout by the U.S. government. Its largest shareholders include funds from the
Middle East and Singapore.
[5]
On February 27, 2009, Citigroup announced that the United States
government would take a 36% equity stake in the company by converting $25 billion in emergency aid
into common shares; the stake was reduced to 27% after Citigroup sold $21 billion of common shares
and equity in the largest single share sale in US history, surpassing Bank of America's $19 billion
share sale one month prior. Citigroup is one of the Big Four banks in the United States, along with
Bank of America, JP Morgan Chase and Wells Fargo. In over 100 countries worldwide, Citibank has
been carrying out its operations, which comprise of regular banking services along with credit card,
insurance and investment services. The bank claims to have a customer base of 15 million users
catered by its online services division alone. As Citibank was badly affected by the financial crisis of
2008, the U.S. government provided the bank with an aid of US$ 50 billion in two installments of
US$ 25 billion each.
Major types of financing
Working Capital Finance: This is a convenient and flexible form of short-term financing for routine operating
expenses and overheads of the company. Citi Bank issues a full range of Performance Guarantees, Advance
Payment Guarantees, and Financial Guarantees and Bid bonds for supporting the underlying business of its
customers.
Short Term Financing: As the responsive player in market, customer may anytime need fund to utilize for a
very short time due to either emergency or short term projects. In such case, Citi Bank is there to facilitate its
customer. This can be a Short Term Loan or a Short Term Revolving Loan. Customer can get it either for
his/her inland business or cross-border payment in foreign trade.





Mid Term Financing: - Citi Bank can also equip customer the required fund for a longer period. If any one
worries about fund requirement for a bit longer, Citi Bank Term Loan will make him/her feel confident that,
he/she got a friend for this.
Project finance :- Citi Bank has been very active in the project finance plan.
Lease and Long Term Loans: - We can customize a Term Loan or Lease to finance the fixed assets that
customers business needs (such as land, new premises, equipment and machinery). It may be a greenfield
project or an expansion of an existing plant, which may be financed at competitive floating rate of interest.
Structured Finance:- A leading provider of cost-efficient, lease-based and asset-based financing solutions to
businesses in Bangladesh, The citi bank can create and tailor the right structured solutions for customers
business needs in order to enhance shareholders wealth and their market competitiveness.
Payment Services :- Citi bank can help customers save time and money by reducing processing costs while
providing a value-added service to customers suppliers. Citi Banks payment solutions can help to reduce
customers overall processing costs for domestic and global payments saving customers time and money
while providing a value-added service to customers suppliers. Citi banks comprehensive payment services will
be tailored to enhance customers accounts payable process. This will eliminate many manual tasks involved in
making payments, allowing customers and their staff to spend more time focusing on their core business needs.
The bank understands that customers effort in the payment cycle is directed towards initiation; difficulties in
the subsequent reconciliation process can jeopardize the whole process. With Citi Bank Channels customers
can now track the exact status of each payment through timely reports that can be uploaded seamlessly into
customers companys system.
Collection Services:- Citi bank have a comprehensive branch network and the local knowledge to help its
customer with lower costs and greater efficiency. The Citi Bank Collections Solution leverages the Bank's
extensive regional knowledge and widespread branch network across the markets to specially tailor solutions for
customers regional and local collection needs. This Collections Solution, delivered through a standardized
international platform, has the flexibility to cater to customers local needs, thus enabling customers to meet
their objectives of reducing costs and increasing efficiency and profitability through better receivables and risk
management.
Liquidity Management: :- Let the bank help customers to get the most out of customers companys cash
resources with physical sweeping, notional pooling, interest reallocation and investment.
Islamic Finance:- With over 1.5 billion Muslims in the world, the global Islamic funds market is currently
valued at USD 750 billion and is expected to grow exponentially every year.




Presence in India
In India, Citibank is present at 28 locations as of April 13, 2009. These locations include Jalandhar,
Ludhiana, Chandigarh, Noida, Delhi, Gurgaon, Faridabad, Lucknow, Jaipur, Ahmedabad, Vadodara,
Indore, Bhopal, Surat, Nashik, Aurangabad, Akola, Bhubaneshwar, Kolkata, Vapi, Mumbai, Pune,
Hyderabad, Bangalore, Chennai, Pondicherry, Cochin and Coimbatore.

Products and Services
The bank offers a variety of services and products under the Personal Banking, NRI Banking and
Corporate Banking categories. The services offered by the bank under Personal Banking are Loans and
Credit Cards, Regular Banking services such as savings account, business banking solutions including
Personal Wealth Management and investment options such as Mutual Funds and Demat Services. The
bank also offers various insurance solutions and hi-tech banking services such as Online Bill Pay, Pre-
paid Mobile Recharge, Internet Banking and CitiAlert account statements on the mobile phone.

NRI Oriented Services
For its Non-Resident Indian (NRI) customers, Citibank provides a wide range of services including
Rupee Checking Account, Money Remittance, Investment solutions and Home Loans for the NRIs.
Citibank also pays specialized attention to its corporate customers in India through its Corporate
Banking services, which comprises of an array of customized banking solutions tailor-made according
to the needs of its corporate customers in India. These services include Cash Management, Trade
Services, Loans, Securities and Fund Services, and Investment Banking services.
Global Commercial Bank Services
Apart from it, Citibank also offers Global Commercial Bank services through its Commercial
Relationship Banking wing and Global Subsidiaries Group. The Commercial Relationship Banking
services are aimed at helping the Small and Medium Enterprises (SMEs) and Mid Market Enterprises,
while the Global Subsidiaries Group provides comprehensive banking services for the top
multinational corporates and their subsidiaries in India.






Mission of Citi Bank
Citi Bank has certain missions that they focus on achieving. These are as follows:
To contribute to the socioeconomic development of the country
To attain the highest level of customer satisfaction through extension of services by dedicated
and motivated team of professional
To maintain continuous growth of market share ensuring quality
To maximize banks profits by ensuring its steady growth
To maintain the high moral and ethical standards
To ensure participative management system and empowerment of Human Resources
To nurture an enabling environment where innovativeness and performance is rewarded
Vision of Citi Bank
The vision of Citi Bank is to be the leading bank in the country with best practices and highest
social commitment.
Scope Of The Study
Scope of the project is very vast. The main scope of this project-:
Comparing the Profit and Loss account and Balance Sheet of the last three years.
Analyzing each and every item of the balance sheet and finding out the deviations.
Finding out the differences and the competitive ratio between the figures.

Objective Of The Study
To know the level of awareness among consumers about Citibank.
To make people know about the various products offered by Citibank.
To know the interest level of the consumers to get associated with Citibank.
To collect various suggestions from consumers to make Citibank better one.




Competitors
Bank of America
J.P. Morgan Chase
Wells Fargo
Deutsche Bank
SWOT Analysis Of Citi Bank
Strength-:
Asset leverage
Effective communication
High R&D
Innovation
Online growth
Loyal customers
Market share leadership
Strong management team
Strong brand equity
Strong financial position
Supply chain
Pricing
Real estate
Reputation management

Weakness

Bad communication
Diseconomies to scale
Over leveraged fiancial position
Low R&D
Low market share




No online presence
Not innovative
Not diversified
Poor supply chain
Weak management team
Weak real estate
Weak, damaged brand

Opportunity

Acquisitions
Asset leverage
Financial markets (raise money through debt, etc)
Emerging markets and expansion abroad
Innovation
Online
Product and services expansion
Takeovers

Threats

Competition
Cheaper technology
Economic slowdown
External changes (government, politics, taxes, etc)
Exchange rate fluctuations
Lower cost competitors or imports
Maturing categories, products, or services
Price wars
Product substitution





Profit and Loss Account Of Citi Bank As At 31
st
March 2008-2010

Particulars As at 31st March 2008 As at 31st March 2009 As at 31st March 2010
In Rs Cr In Rs Cr In Rs Cr.
Income
Interest Earned 601.15 804.4 956.61
Other Income 90.28 123.68 143.5
Total Income 691.43 928.08 1,100.11

Expenditure
Interest Expended 396.18 561.83 678.47
Employee Cost 47.9 64.97 80.12
Selling and Admin.Expenses 57.44 70.08 98.75
Depreciation 14.8 15.94 13.58
Miscellaneous Expenses 73.38 93.12 76.42
Preoperative Exp Capitalised 0 0 0
Operating Expenses 136.76 173.02 217.34
Provisions & Contingencies 56.76 71.09 51.53
Total Expenses 589.7 805.94 947.34

Particulars March 31st,2008 March 31st 2009 March 31st 2010

Net profit for the year 101.73 122.13 152.76
Extra ordinary item 0 0 0
Profit brought forward 0.07 4.87 5.01
Total 101.8 127 157.77
Preference Dividend 0 0 0
Equity Dividend 16 24 30
Corporate Dividend Tax 2.72 4.08 4.98
Per share data (annualised)
Earnings Per Share (Rs) 3.18 3.82 3.83
Equity Dividend (%) 50 75 75
Book Value (Rs) 17.71 20.65 20.68
Appropriations
Transfer to Statutory Reserves 28.72 56.92 50.24
Transfer to Other Reserves 49.48 37 67
Proposed Dividend/Transfer to Govt 18.72 28.08 34.98
Balance c/f to Balance Sheet 4.87 5.01 5.55
Total 101.79 127.01 157.77





Graphically Analysis

Net profit for the year



Interpretation
There has been steady increase in the net profit of the Citi Bank.
In the year 2008 the net profit is 101.73 cr. which will increase in 2009 by20.4 cr.and in the
year 2010it will increase by 30.63cr. which implies the net profit is increasing throught out the
year.








2008 2009 2010
Net profit for the year 101.73 122.13 152.76
0
20
40
60
80
100
120
140
160
180




Total Income and Total Expenditure


Interpretation

In this graph we can see that there is a income over the expenses in each and every year.
In 2008 expenses is 589.7 and income is 691.43, in 2009 income is 928.08 and expenses is
805.94 and in 2010 the income is 1100.11 and expenses is 947.34.
So that we can say that the income of Citi Bank is always increasing while expenses is
increasing.

Earning Per Share


2008 2009 2010
Total Income 691.43 928.08 1,100.11
Total Expenses 589.7 805.94 947.34
0
200
400
600
800
1000
1200
2008 2009 2010
Earning Per Share 3.18 3.82 3.83
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5





Interpretation

The Citi Bank do have a slight increase in the Earning per share as compared to the last year.
In 2008 EPS of the Citi Bank is 3.18, in 2009 it was 3.82 and in 2010 it was 3.83.
EPS can be calculated for the previous year ("trailing EPS"), for the current year ("current
EPS"), or for the coming year ("forward EPS").Note that last year's EPS would be actual,
while current year and forward year EPS would be estimates.
Thats why the investor invest in the Citi Bank.

Investment Portfolio




From the total borrowing of Tk. 8 50,000,000, Janata Bank Ltd. has provided TK. 7 50,000,000
and Dutch Bank Ltd has provided TK. 1 00,000,000. , which was an unsecured borrowing. The
borrowing was very short-term, which is only for one month.






DBBL
12%
Janata Bank
88%
Borrowings from other Banks








Again if we see from the industry sectors point of view then we can see that they have not
provided that much loans to SME business. Although they have provided 21% of its loans to
the borrowers of large and medium enterprises, they provided 41% loans to commerce and
trade sector, 8% loan to insurance, real-estate and service sector, 1% to transportation and
communication. And 29% loans they provided to other different sectors. we can say that
commerce and trade sector getting the advantage from this bank. Alarming fact is that The Citi
Bank has provided 0% of its loans in agricultural, small and cottage business. This is efficiently
damaging for our countrys long term development and well being. Because this bank
contributed nothing to this sectors, where a huge amount of people performing notably. So the
bank should invest at least some amount of loans in this sector.

0%
21%
41%
8%
1%
29%
Investments based on industrial sectors
Agricultural, small & cottage
Large & medium
Commerce & trade
Insurance, real estate & service
Transportation &
communications
Others







Last year the Citi Bank invested Tk. 26,788,466,138 in Private sector . Among this the biggest
share of 60% was invested in various kinds of loans, 25% was given as cash credits, 8% as
overdrafts and only 7% was spent to buy different kinds of bills as investments.



If we see the total amount of investment invested by The Citi Bank in terms of significant
attention than we will see that the bank mainly provided their attention on consumer loans
which was 41% of the total loan that has been given. They also provide 29% loans to the
industrial sector. Conversely, one thing we notice is that they dont have provided any amount
of credits to the companys CEO and directors, although they could have given credits to them
easily. But as they are a customer friendly bank they have not done this. They tried to provide
as much as and big amount loans they can serve to their customer.

60%
25%
8%
7%
Basic Investments
Loans
Cash credits
Overdrafts
CEO & Directors
0%
Customer Groups
41%
Industrial
29%
Others
30%
Investments based on significant
concentration
CEO & Directors
customer groups
Industrial
Others




Balance Sheet Of Citi Bank as at 31
st
March 2008-2010

Particulars As at 31st March
2008
As at 31 March
2009
As at 31st March
2010
Capital and Liabilities In Rs Cr. In Rs Cr. In Rs Cr.
Total share capital 32 32 39.96
Equity share capital 32 32 39.96
Share Application Money 0 0 0
Preference Share capital 0 0 0
Reserves 534.86 628.92 785.68
Revaluation reserves 0 0 0
Net Worth 566.86 660.92 825.64
Deposits 6,424.96 8,206.62 10,284.59
Borrowings 2.64 0.15 40.03
Total Debt 6,427.60 8,206.77 10,324.62
Other assets and liabilities 354.51 383.32 409.15
Total liabilities 7,348.97 9,251.01 11,559.41

Mar '08 Mar '09 Mar '10

Assets
Cash and Balances with RBI 695.88 595.32 868.53
Balance with Banks, Money at
Call
121.05 289.76 231.63
Advances 4,537.06 5,645.25 6,833.46
Investments 1,717.96 2,397.46 3,210.43
Gross Block 97.46 111.23 146.56
Accumulated Depreciation 54 69.94 83.52
Net Block 43.46 41.29 63.04
Capital Work In Progress 0 0 0
Other Assets 233.56 281.91 352.31
Total Assets 7,348.97 9,250.99 11,559.40
Contingents Liabilities 3,816.33 3,848.81 2,158.85
Bills For Collection 550.08 576.42 700.79
Book Value 17.71 20.65 20.68





Analysis Of Data Graphically

Investment




Interpretation

Here we can see in this diagram that there is an increasing in the investment in the Citi Bank by
the investor.
There should be increasing in the investment in the each and every year.










2008 2009 2010
Investment 1,717.96 2,397.46 3,210.43
0.00
500.00
1,000.00
1,500.00
2,000.00
2,500.00
3,000.00
3,500.00




Total Assets



Interpretation

In this chart we can see the performance of Citi Bank regarding the total assets. The assets of this bank
is much more in 2009 compare to 2008 and it also increase in 2010 compare to 2009.

Total Liabilities



2008 2009 2010
Total Assets 7,348.97 9,250.99 11,559.40
0.00
2,000.00
4,000.00
6,000.00
8,000.00
10,000.00
12,000.00
14,000.00
2008 2009 2010
Total Liablitiy 7,348.97 9,251.01 11,559.41
0.00
2,000.00
4,000.00
6,000.00
8,000.00
10,000.00
12,000.00
14,000.00





Interpretation

In this chart we can see the performance of Citi Bank regarding the total liability. The liability of this
bank is much more in 2009 compare to 2008 and it also increase in 2010 compare to 2009.

Borrowings



Total Share Capital



31%
31%
38%
2008
2009
2010
6%
0%
94%
Borrowings
2008
2009
2010




This pie chart shows the total share capital of the Citi Bank ,through which we come to know that how
much is the share capital of this bank.

Total Debt



This pie chart shows the total debt of the bank by which we know about the all debt of the Citi Bank.
We see that the debt of this bank is continuously increased in the year from 2008 to 2010.











26%
33%
41%
2008 2009 2010




Findings
In the case where consumers exposure towards Citi Bank is the result of intentional search; Citi Bank took
numerous steps to facilitate intentional exposure. The new restructuring, include different new schemes &
services focusing on different segment of consumers & potential consumers, modernizing the total system to
give fast & efficient customer services & educate employees in extensive consumer service & finally studying
consumers behaviors to anticipate consumers needs & device strategies to meet them.
Citi Bank also focuses heavily on maximizing accidental exposures to the appropriate target groups of
consumers. Citi Bank identifies prime location for brunches & ATM booths to maximize accidental exposure.
The bank currently has 83 online branches spread across the length & breadth of the country that include a full
fledged Islami Banking branch. Besides these traditional delivery points, the bank is also very active in the
alternative delivery area. It currently has 25 ATMs of its own; and ATM sharing arrangement with a partner
bank that has 225 ATMs in place; SMS Banking; Interest Banking and so on. Soon its Customer Call Center is
going to start operation. The bank has a plan to end the current year with 50 own ATMs.
Once consumers are exposed to the marketing information, whether or through intentional or accidental
exposure, the process of attention comprehension begin. Citi Banks restructure of the total system new logo
along with the new pay off line facilitates the attention process. Citi Banks new advertises focuses on
increasing consumers and potential consumers involvements by focusing on you first messages. Citi Banks
advertises and all the other promotion vividly shows its pay of line- making since of money- and the meaning
it implies to the consumers.
Another step to seek the attention of consumers and meet the obligation towards the country as a part of this
society is to invest on corporate social responsibility. Citi Bank is one of the leading national bank to include
corporate social responsibility in the new restructured strategy. Citi Bank took projects on the beautification of
the Dhaka citi streets. Chiefly, the major streets to make the citi clean and beautiful. Finally, the level of
involvement a consumer feels is determined by the means-end-chains activated from memory and related active
responses. So Citi Bank engages in multiple corporate social responsibilities such as, beautification of Dhaka
citi, financing renovation and beautification of major streets, involving on charities for poor childrens and so
forth.
These aspects of the exposure situation or environment can affect consumers opportunity to comprehend
marketing informations. Citi Bank also focuses on differentiating exposure for the expert and novice
consumers. Because the ability to comprehend information for different consumers varies according to their
knowledge in memory. Citi Bank to considers the characteristics of the consumers and potential consumers and
the environment in which consumers are exposed to the information of the bank, and acts accordingly which
reflects on their promotions.






Recommendation
Citi Banks should concentrate more on their ATM services and other consumer outlets. It is better for
them if they start their online banking system fully functional as soon as they can. Besides Citi Bank
will also have to concentrate on their marketing strategy as some people think it is not a local bank but
a multi national bank. This will lead some retailers to decide not to bank in there as against
multinational banks consumer feel inferiority complex sometimes.

Conclusion
To enjoy the trust and confidence of the customers through cultivation of relationship banking is
the future plan of The Citi Bank Limited, by keeping this in front of them, they are committed to
giving real efforts. They want to secure good customer relationship with each and every customer.
The Citi Bank Limited has already introduced some new banking products like duel currency Credit
Cards, ATM and Online services which has created attraction among the clients. The Bank is going to
introduce real time Internet, SMS and Phone Banking systems with all modern delivery channels at an
early date. By doing their work properly and introducing new kind of banking tools The Citi Bank is
contributing a lot in the economy of the country.

















Bibliography


www.citibank.co.in
www.citibank.com
www.google.com
www.iloveindia.com
www.online.citibank.co.in
www.scribd.com



















Content

Sl. No. Particulars
1. Introduction
2. Objective Of Study
3. Scope of Study
4. SWOT Analysis
5. Data Analysis and Interpretation
I. Profit and Loss A/c
II. Balance Sheet
6. Findings and Recommendation
7. Conclusion
8. Bibliography