Citibank's Asia Pacific credit card strategy and market entry plan

Citibank: Launching the Credit Card in Asia Pacific Erica Baumann Paul Davis Nathan Hahn Rebecca Leeds Lauren Lettieri

Overview: Geography of Asia Pacific The Nature Conservancy: http://nature.org/wherewework/asiapacific/

Overview: The Pacific Ocean’s Eleven ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Overview: Citibank’s Mission Statement ,[object Object]

Overview: Citibank in Asia Pacific 1978-1989 1986 : Begins a period of growth in Thailand and the Philippines 1982 : Acquired Diners Club in Thailand 1978 : Citibank’s Asia Pacific Consumer Bank had established its consumer business in Asia 1981 : First foreign bank to enter the local trade finance market in Taiwan 1983 : Citibank enters the credit card market in Hong Kong 1989 : Malaysia and Australia have saturated credit card market 1989 : Talwar reintroduces the idea of a credit card launch in Asia-Pacific

Overview: Keys Questions in Asia Pacific ,[object Object],[object Object]

Business Problems ,[object Object],[object Object],[object Object]

SWOT Analysis: Strengths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT Analysis: Weaknesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT Analysis: Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SWOT Analysis: Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Most Likely Case Scenario ,[object Object],[object Object],[object Object],[object Object],[object Object]

Most Likely Case Scenario ,[object Object],[object Object],[object Object]

Worst Case Scenario ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Best Case Scenario ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy: Market Entry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy: Pricing ,[object Object],[object Object],[object Object]

Strategy: Options ,[object Object],[object Object],[object Object],[object Object]

Strategy: Business Segments ,[object Object],[object Object],[object Object],[object Object]

Strategy: Core Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Go Decisions: Taiwan, India, Indonesia, Malaysia, the Philippines, Singapore and Thailand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Go Decisions: Australia and Hong Kong ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

No Go Decision: Korea ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Population Breakdown by Income: Asia Pacific

Population Breakdown by Income: Malaysia

Citibank's Asia Pacific credit card strategy and market entry plan

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