Citibank SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Citibank analyses the brand by its strengths, weaknesses, opportunities & threats. In Citibank SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Citibank to benchmark its business & performance as compared to the competitors. Citibank is one of the leading brands in the banking & financial services sector.

The article below lists the Citibank SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Citibank SWOT Analysis:

SWOT Analysis of Citibank

For Citibank, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Citibank Strengths

The strengths of Citibank looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Citibank :

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

Citibank Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Citibank SWOT Analysis:

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

Citibank Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Citibank SWOT Analysis:

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

Citibank Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Citibank are as mentioned:

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

Citibank Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 8 competitors of Citibank:

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

Hence this concludes the Citibank SWOT analysis.

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About Citibank

Citibank Overview
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 Market

Large enteprises and rich individual investors


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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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