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분야
docxQ2. Analyze the ways Citibank can acquire a customer and the effectiveness of marketing channels.
Q3. Create a detailed analysis of the sales / expenses that Citibank incurs for the acquisition of 250,000, 500,000, 750,000 and 1 million customers.
Q4. Prioritize which countries you think Citiebank should and discuss why you think so.
Q5. Draw a conclusive strategy on what Citibank should do for their launch and how Rana Talwar can reach his target of $100 million in revenue by 1990.
According to our research, here are the opportunities and threats we have identified.
Opportunities Threats
• Can acquire customers through new innovative channels. No need for bricks-and-mortar branches
• Overcome limitations imposed on the number of branches allowed
• Capitalize on the rapidly growing middle-income households
• Expanding to the affluent upper-income group that offers high margins on return
• Opportunity for cross-selling
• High rate of returns due to risk and return payoff
• Become the market leader and corner the market
• Large market: 180 million people • Low per capita income
• Little credit experience and lack of credit bureaus
• Hardly any infrastructure (telecom and postal service)
• Weak legal system, high level of fraud
• Unstable political environment
• Economic instability
• High level of regulation
• Usage pattern varies by country and culture
• Competition from America Express and Diners Club and cards issued by local banks.
• Already had experience with loss on proprietary credit card business
• Poor Consumer payment on installment debt
• Already saturated markets (Australia, Singapore and Hong Kong)
Despite the threats we have mentioned before, we believe that opportunity to be the major player in this market is worth facing the threats and returns can be large due to the risk-return payoff which can compensate for the expenses or loses incurred in the threats.
