City bank is launching a credit card in the Asia Pacific region to expand its customer base beyond its branch business and acquire new card members. The strategies aim to take advantage of the economic growth in countries like Australia, Hong Kong, Malaysia, and Singapore. However, the plan faces challenges like unsupportive country managers, potential conflicts in brand positioning, and stronger competitors in many markets.

1. City bank:- launching credit card in asiapasific BY:- Ashish dash(10DM079) Abhilash dalai(10DM104) Subhojit nandi(10DM088) Monojit mandal(10DM089) Satrujeet sahoo(10DM092)

3. Acquiring card members.

4. Targeting customer outside its branch business.

5. Cross selling citibank product and services to the customers.

6. Expand its customers base from upper income group to middle income group.

7. Ride on the economic development in the region.Plans & strategies

8. Diverse profile in asia pacific. Unsupportive country mangers. Potential conflict in brand positiong. Diffculties

9. 100 HOW DOES A CREDIT CARD WORKS customer merchant sbi Citi bank

10. Australia It has highly developed infrastrure for credit card. Percapita income is nearly 12000 US dollar. On an average australian use two credit card. Major competitor are west pai, common wealth, amex, diners club. Some countries at a glance

11. Started his credit card business from 1983. High economic growth & average income of 8158 US dollar. People are very much habituated about using credit card. Major competitor are standard chattard & american express. Hong kong

12. It is a rich country. 61% of population live in rural area. Main competitors were amex, standard chattard, malaysia bank. Govt rules & regulation were strict to protect local bank. malaysia

13. High percapita income i.e 8817 US dollar. It had a developed economy. Main competitors were amex, standard chatterd, hong kong bank. Credit card holder had to be earning 14,400 US dollar. singapore

14. Strength One of the prestigeous bank in the world Acquised organization such as Bank of America & franchise of Dinner Club Already presence since 1978 Swot analysis

15. Weakness Merchant discount of 3% while local bank has 1.2 to 2%. Most of Asia pacific managers were not in favour of lunching of credit card.

16. Opportunity Growing economy of few countries Rapid growing middle income people

17. Threat American Express & Diners Club as major players in most of the market Strict Government regulation in some countries Mentality of people ( Thailand ) No strong legal infrastructure in country like Indonesia