Citibank SWOT Analysis

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

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

Citibank is one of the leading brands in the banking & financial services sector. The article below lists the Citibank SWOT and includes its target market, segmentation, positioning & USP.

Let us start the SWOT Analysis below:

Citibank Strengths

The strengths of Citibank looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

A list of strengths is mostly the starting point in a SWOT analysis. 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 it can improve. 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

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Citibank Opportunities

The opportunities for any brand can include prospects of future growth. 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 external factors which can negatively impact its business. 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

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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.

Browse marketing analysis of more brands and companies similar to Citibank. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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