Citi Business Case

Case Study: Citibank’s E-Business Strategy for Global Corporate Banking

1. What are the impacts of the internet on the competitive landscape of corporate banking? (Hint: use Porters 5 forces)

These are the impacts of the internet on the competitive corporate banking:

• The enormous challenge that all competitors are facing in the banking industry.

• The different platforms for the diverse customers such as multinational companies, small-medium enterprises and personal clients were demanding more sophisticated e-business solutions according with the increasing usage of the internet.

• Different suppliers entering with new alliances.

• The new markets that are potentially Citibank’s alliances.

• The substitute products such as local banking, legacy system and technology companies.

2. What has Citibank done to differentiate its e-business products from those of its competitors?

Citibank emphasize on customer satisfaction instead of the price, customer satisfaction was focused on the support, technology and response time giving confidence to the clients in the form the business was conducted. The good customer service and products and services are the reasons why Citibank is able to keep its recognition and loyalty throughout the world. Citibank used many technologies to get more clients satisfied such as ATM’s, telephone lines, and the paperless system of payments which is a secure business transaction from the customer.

Another differentiation Citibank done was the lower prices of its products or to match their competitor’s prices to give lower prices for the different products and services.

3. What can Citibank do to create competitive advantages?

• Lower prices for its services and products

• Secure operations through the internet

• Many ways to access the account for the clients

4. How has Citibank successfully converted its traditional money management business into an e-business? During the process of transforming traditional assets to...