Citibank Strategy

Running Head: CITIBANK

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Citibank’s E-Business Case Analysis

Cheryl Bluthardt, Brandy Church, Dawn Townley, and Amanda VanKoevering

LDR660: Strategic Plan & Implementation

Siena Heights University

Lansing, Michigan

April 10, 2012

Citibank Case Analysis

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Profile of Citibank

Citibank is a multidimensional financial institution that services approximately 200

million corporate and personal consumers around the globe (Hitt, et al, 2011). Before the

financial crisis and subprime mortgage meltdown of 2007, “Citibank was one of the most

profitable banks in the United States” (Hitt, et al, p. 99). The corporation targets large global

enterprises and governments, and differentiates itself from its competition by emphasizing

customer service. As a result, in 2008 Citibank had financial dealings in “49 markets with more

than $12.5 trillion in assets” (Hitt, et al, 2011, p. 101).

Citibank’s vision is to “become the world’s leading e-business enabler” (Hitt, et al, 2011,

p. 105). The bank’s priority is to meet the changing needs of its customers, and therefore

emphasizes technological advancements to provide seamless and efficient banking systems.

Providing anytime, anyplace banking became an essential component of Citibank’s services. An

e-Business strategy was developed to implement this vision by connecting, transforming, and

extending Citibank’s technology offerings (Hitt, et al, 2011).

To fulfill this vision and mission, Citibank employs approximately 325,000 staff (Hitt, et

al, 2011). These employees are led by Sanford Weill, Citigroup’s chief executive, and Jorge

Bermudez, Citigroup’s executive vice-president and head of global Cash Management and Trade

Services (Hitt, et al, 2011). Citibank also partners with several key technology partners that

include Oracle, Commerce One Inc., SAP AG, Wisdom Technologies, and Bolero.net (Hitt, et al,

2011). Together, Citibank and these partners comprise FinancialSettlementMatrix.com, a...