GroupGroup-9

ANIKET MANDAL-09DF005 ASHRAF ANSARI-09DF015 ARINDAM CHATTERJEE-09DF010 PALASH CHOWDHURY-09DF035 SOUMIK PARUA-09DF057

Overview: Citibanks Vision in Asia

The

main aim of Citibank in the Asia pacific to become the most profitable service provider in wide array by aiming the fast increasing middle-income market middleand to reach the rapidly growing middlemiddleincome households in this region.

Overview: Key Questions of Citibank in launching the product In Asia-Pacific whether should Citibank Asialaunch the credit card & in which countries? By which process the launch of credit card in different countries should be processed i.e. market entry cost, operation economics etc?

Problems faced in the process

Pricing of the product too low would hamper there brand name & pricing it to high would lead to less customer base. Peoples attitude and usage pattern differs from country to country which may lead in high introductory costs. Whether they could go for mass marketing maintaining their upscale position in the market.

SWOT ANALYSIS
Strength of Citibank in different countries.

Very high market position People in Australia consider credit card a major tool for shopping Affluent population use a credit card a lot for various things in Hong Kong The growing economy of India Malaysia's large business population Singapore is the world`s largest international trade center Indonesia`s fast growth in international business in the world

SWOT ANALYSIS Weakness of Citibank in different countries.

People in India don`t want any revolving credit Australia has a very saturated market beforehand For Indonesia mass people are poor & not eligible for credit card Barrier in credit card growth till 1989 in Taiwan due to Government & also culturally acceptable for the people Strict control measures regarding to the credit cards & Foreign Exchanges in Korea

SWOT Analysis: Opportunities of Citibank in different countries

In Australia customers are concerned in managing of their finance i.e. banking services with the credit card. In Hong Kong the customer base can be increased by targeting customers outside the branch business Till date the credit card growth is low in India & can prove to be a good market Strong economic performance in Thailand results in growth of consumer affluence & spending Till date the credit card growth is low in Philippines & can prove to be a good market People of Malaysia consider the revolving credit culturally acceptable.

SWOT Analysis: Threats of Citibank in different countries

In Australia people look upon AMEX & Diner`s club as sign of status In Malaysia there are many options of credit card HighIn Singapore i.e. High-tech Mecca has attracted many heavy weight companies In Taiwan the AMEX & diners club have created a very good reputation again heavy regulation had kept few players out of this business & now it is in early stage of business.

Market Entry Strategy

Acquiring an existing card portfolio from another company Greenfield market development  Direct marketing program:

Direct mail Take ones Direct sales force BindBind-ins

Or both of the above

Pricing strategy of Citibank

Low

joining fee to attract more & more customers to go for membership High annual fee to bring in a steady flow of revenue which will be recurring

Strategy of Options for Citibank

World wide currency i.e. $USD for all Regional card center -Reduction of cost due to economies of scale -Increase of fast introduction of new services knowhow

Business Segments

NON RESIDENT INDIAN (NRI) BUSINESS This business was set up to capture the market comprising of Indian customers not residing in India.

INTERNATIONAL PERSONAL BANKING (IPB) BUSINESS This business was designed to service the growing group of affluent Asian offshore clients global financial needs.

STRATEGY : CORE PRODUCTS

City-One Mortgage Power Auto Loans Ready Credit CityGold CityPhone ATMs

THUMBS-UP

Taiwan India Malaysia Indonesia The Phillippines Singapore Thailand Australia Hong Kong

THUMBS - DOWN
Koria Reasons :  Due to governmental regulating policies banks were not allowed to issue credit cards with revolving credit.