Citibank Lanching credit card
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Citibank: Launching the Credit Card in Asia Pacific (A)
Executive Summary
Citibank's New York headquarters as well as some of the country managers of Citibank are skeptical about launching a new product (credit card) to Asia Pacific because they think it is a risky investment. They view the Asia Pacific customers with very little experiences with credit cards and those countries hardly have any infrastructure, as they are underdeveloped. Furthermore, the management is concerned if they could adopt a mass market positioning to acquire enough credit customers and still maintain its upscale branch banking customers. They also concerned about credit card usage patterns and the premium pricing on card products. However, Rana Talwar, the head of Citibank's Asia Pacific Consumer Bank and some of the country managers support launching the credit card because they believe launching an innovative new product (credit cards) as a way of growing future revenues in the Asian Pacific.
Company background and Strategy
Citibank's New York headquarters as well as some of the country managers of Citibank are skeptical about launching a new product (credit card) to Asia Pacific because they think it is a risky investment. They view the Asia Pacific customers with very little experiences with credit cards and those countries hardly have any infrastructure, as they are underdeveloped. Furthermore, the management is concerned if they could adopt a mass market positioning to acquire enough credit customers and still maintain its upscale branch banking customers. They also concerned about credit card usage patterns and the premium pricing on card products. However, Rana Talwar, the head of Citibank's Asia Pacific Consumer Bank and some of the country managers support launching the credit card because they believe launching an innovative new product (credit cards) as a way of growing future revenues in the Asian Pacific...