Citibank SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 22239

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. Citibank is one of the leading brands in the banking & financial services sector. The table below also lists the top Citibank competitors and elaborates Citibank market segmentation, target group, positioning & Unique Selling Proposition (USP).

Citibank SWOT, Competitors, Marketing STP & 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

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 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


Following are the Opportunities in Citibank SWOT Analysis:

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


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

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. Browse marketing analysis of more brands and companies similar to Citibank. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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