CITI business case study Example | Topics and Well Written Essays - 1750 words

CITI business - Case Study ExampleIncreased competition for capital continues to army marges to innovate (Citi fix, 2008).In order to differentiate its e-business products from those of its competitors, Citibank took several measures(Citibank, 2008). First, the bank developed a strategy for its incarnate banking division where its target corporate clients included multinational corporations (MNCs), financial institutions, g everywherenment agencies, local enterprises and SMEs. The bank soundless that each of these corporate client categories had unique needs. The bank realized to need to go the extra milliliter to package its products to meet the unique needs of every node (Citibank, 2008).Citibank also differentiated itself and its products from those of its competitors through an improved, large customer service. The customer service includes telephone hotlines, relationship managers who take their time to comprehend the individual customers needs and product advisors whose role is to advise customers on the product or products that most suits its needs.Finally, the bank continues to invest heavily in technology in order to promote both the front- and back-end electronic banking systems. Besides, the bank seeks to make itself more accessible to its customers through what is calls its unified platform. The platform uses a team employment approach that allows the bank to work with every function in the organization of the client (Citibank, 2008).Grow its global reach As at the time of developing this strategy in 2008, Citibank had operations in 100 countries of the world and employed over 268,000 people. This global presence, the bank believes, puts it in a whole position to meet the global needs of its customers. This creation the case, the bank should continue its global expansion drive.Strengthen its brand The bank believes that it has built a strong brand