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CITIBANK’S E-BUSINESS STRATEGY FOR GLOBAL CORPORATE BANKING I. DISCUSSION QUESTIONS, CASE INTRODUCTION AND KEY POINTS Introduction “Citibank’s e-Business Strategy for Global Corporate Banking” covers Citibank’s response to increased customer needs for integrated corporate e-banking platforms. The case analyzes the progression of Citibank’s products within the corporate e-banking space as well as the difficulties the company faced when serving clearly distinct groups of clients, small and medium enterprises as well as multinational corporations. In addition to the external factors facing the company, the case outlines the internal challenges the company faces due to its exposure to subprime mortgages and the need to reduce costs in order to stem losses. The key challenges that Citibank faces include: a diverse group of customers with distinct but interrelated needs, an impending global credit crisis, increased regulatory scrutiny, and strong consolidation forces within the market. Summary of key learning points and strategic issues 1. Understanding the challenges associated with developing and integrated product targeted at distinct customers 2. Flexibility in the face of a volatile market with high competition and many uncontrollable external factors 3. The impact of external economic and governmental factors on company strategy 4. The importance of strong international presence in a globalizing economy 5. Adjusting business-level strategy in light of rivalry Discussion Questions 1. Perform a STEEP analysis to understand the general environment facing Citibank. How will Citibank be affected by external factors? In particular what is the affect of the internet on the banking industry and Citibank? 2. Use Porter’s Five Forces Model to analyze the global online corporate banking industry. Given this analysis, is the industry attractive or unattractive? 3. What are the main capabilities of Citibank? Does Citibank have a core competence? 4. Create a SWOT analysis to understand Citibank’s strengths and weaknesses. Does Citibank have a sustainable competitive advantage in the banking industry? If so, what is the source? What about Citibank’s evolution and current business strategy may pose problems going forward? 5. Who are Citibank’s current customers? What opportunities are there for Citibank to reach new customers and/or increase its product offerings to existing customers? 6. What is Citibank’s e-business strategy? Why has Citibank chosen to adopt an e-business strategy? What are the benefits and challenges associated with its strategy? Do you believe that Citibank will be successful? Why or why not? C I T I B A N K | 1
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CITIBANK’S E-BUSINESS STRATEGY FOR GLOBAL CORPORATE BANKING II. EXTERNAL ENVIRONMENT ANALYSIS Summarize the external environment, including conditions in the general, industry, and competitor environments. a.
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This note was uploaded on 03/22/2011 for the course ACCT 3391 taught by Professor Turpin during the Spring '10 term at Troy.

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