Citibank Launching the Credit Card in Asia Pacific A Case Solution

Case Solution

Consumer Bank considered the choices of beginning a credit card inside the Asia Off-shoreline region. The bank's New You'll be able to headquarters, and lots of of the country managers in the region, were not passionate. But others were encouraging because of the opportunity to grow the bank's customer base within the limited branch expansion allowed by local law. Students decide, so when a go decision is produced, they exercise a comprehensive launch plan.

Excel Calculations

Questions Covered

Examine consumer behavior is the credit card category. What are some of the cross-cultural differences pertaining to this category?

What are Citibank’s strengths and weaknesses as a brand in Asia Pacific vis-à-vis the US? Is it a global brand? Why or why not?

Evaluate the research in the case. What has been learned? In your opinion, what additional information is required to determine whether Citibank should launch the credit card or not?

Should Citibank launch the credit card or not? What are the qualitative and quantitative reasons for either of the two recommendations?

What should be the segmentation and positioning strategy and what should be the marketing mix if you recommend that Citibank launches the card?

In general, what specific elements of the marketing mix are more/less easily standardizable across different cultures?