Citibank SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Citibank analyses the brand/company with 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 and industry. As of 2020, Citibank is one of the leading brands in the banking & financial services sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Citibank competitors and includes Citibank target market, segmentation, positioning & Unique Selling Proposition (USP).

Citibank SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Citibank Brand 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
Citibank Segmentation

Enterprise and Individuals who are seeking financial help and advice

Citibank Target Market

Large enteprises and rich individual investors

Citibank Positioning

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

Citibank SWOT Analysis
Citibank Strengths

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

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

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 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 Competition

Below are the top 8 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

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Citibank. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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