Citibank Case Questions

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CASE: Citibank: Launching the Credit Card in Asia-Pacific (A) (HBS 9-595-026)

Rana Talwar, head of Citibank's Asia Pacific Consumer Bank, is considering introducing a credit card to enhance the growth of future revenues. Talwar feels that the credit card would enable the bank to target customers outside its thriving branch banking operation and then cross-sell other Citibank products and services to these customers, but he is facing a healthy amount of skepticism from Citibank's New York headquarters and general reluctance from the country managers in Asia Pacific. If Talwar does decide to go ahead with launching the credit card, he has to decide how to implement the program in the very diverse Asia-Pacific region.

DISCUSSION QUESTIONS:

1. What are the strengths and weaknesses of Citibank in Asia in 1989? Does it have the strengths to launch this credit card initiative successfully? Are there any sources of vulnerability from the weaknesses that will lead to failure? 2. What are the needs of consumers for credit cards in the Asia Pacific region? Will the Citibank credit card deliver on those needs? 3. What are the objectives of Citibank? What role can the credit card play in getting Citibank where it wants to go in this region? 4. What are the characteristics of the markets for credit cards in the Asia Pacific region (competition, channels of distribution, and regulatory and economic climates)? Can the Asia Pacific region support the Citibank credit card? 5. What are the implications for option generation and evaluation of Citibank in Asia? (Roll out and if roll out where, product features, communications, organizational design,…...

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