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Citibank Case Study

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1.0 Background of the Company’s case……………………………………...…3
2.0 SWOT Analysis………………………………………………………………3
3.0 Citibank’s Distinctive Competencies………………………………………..7 3.1 Resources……………………………………………………………...8 3.2 Capabilities………………………………………………………...…9 3.3 Core Competence, Competitive Advantages and Sustainable
Competitive Advantages……………………...…………………….10 4.0 Citibank’s strategies in place………………………………………………11 4.1 Corporate-Level…………………………………………………….11 4.2 Business-Level………………………………………………………12 4.3 Functional-Level…………………………………………………….13
5.0 Recommendation……………………………………………………………13
References…………………………………………………………………………...14

1.0 Background of the Company’s case
On June 16, 1812 City Bank of New York (now called Citibank) opened for business in New York City—with only $2 million of capital. Through many different leaders and economic environments over the course of its rich history, Citibank continues to grow and prosper. On October 8, 1998, all Citicorp and Travelers Group divisions merged to become Citigroup Inc. Citigroup is today’s pre-eminent financial services company, with some 200 million customers accounts in more than 100 countries. Citigroup is the first US bank with more than $1 trillion in assets, offering a variety of deposits and loans, credit cards, investment banking, brokerage, and a host of other retail and corporate financial services.

2.0 SWOT Analysis STRENGHTGlobal networkThrough its operation in around 100 countries, Citibank has created a global network that has proved robust in the face of economic slumps affecting many Western economies. Although hindered by loan defaults particularly in Argentina and Brazil, and the subsequent rises in provisions, the bank has been buoyant in certain European markets and furthered its geographical reach through strategic positioning in Russia and the Pacific

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