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Citibank SWOT Analysis

Published by MBA Skool Team in Banking & Financial Services category Last Updated: November 18, 2023Read time:

Here is a detailed SWOT analysis of Citibank covering strengths, weaknesses, opportunities and threats.

Citibank Strengths

  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

Above are the strengths in the SWOT Analysis of Citibank. 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.

Citibank Weaknesses

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

These were the weaknesses in the Citibank SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Citibank Opportunities

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

Above we covered the opportunities in Citibank SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Citibank Threats

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

The threats in the SWOT Analysis of Citibank are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Citibank SWOT analysis.

About Citibank

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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