Citibank SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 21029

SWOT Analysis of Citibank with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Citigroup Inc.




Banking & Financial Services

Tagline/ Slogan

Citi Never Sleeps


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

Citibank STP


Enterprise and Individuals who are seeking financial help and advice

Target Group

Large enteprises and rich individual investors


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

Citibank SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Citibank. Strengths are:

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


Here are the weaknesses of Citibank :

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


Following are the Opportunities of Citibank :

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


The threats of Citibank are as mentioned :

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

Citibank Competition


Below are the 8 main Citibank competitors :

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

The brandguide table above concludes the Citibank SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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