Citibank SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 12063
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SWOT Analysis of Citibank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Citibank

Parent Company

Citigroup Inc.

Category

Banking

Sector

Financial Institutions

Tagline/ Slogan

Citi Never Sleeps

USP

International financial conglomerate with operations in consumer, corporate, and investment banking and insurance

STP

Segment

Enterprise and Individuals who are seeking financial help and advice

Target Group

Large enteprises and rich individual investors

Positioning

Citigroup is an institution which works round the clock for its customers

SWOT Analysis

Strengths

1.Strong brand name and good financial position
2.Extensive portfolio for the customers
3.Strong advertising and brand visibility
4.Low risk due to huge and varying customer base
5.Retail banking operations in more than 100 countries
6.Online services used by over 15 million users

Weaknesses

1.Weak consumer finance as compared to other banks
2.Over dependence in the US market
3.Cases of fraud by employees

Opportunities

1.Expansion in other countries
2.Diversifying portfolios for customers
3.Growth in infrastructure sector

Threats

1.Changing govt regulations and financial crisis like recessions
2.US mortgage market is unstable

Competition

Competitors

1. BNP Paribas
2. Bank of America
3. China Construction Bank Corporation
4. Deutsche Bank
5. HSBC
6. National Australia Bank
7.Standard Chartered Bank
8.Royal Bank of Scotland



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