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Citibank

Citibank. A Case Analysis. Cheryl Bluthardt , Brandy Church, Dawn Townley, and Amanda VanKoevering. Profile. Gaining familiarity with the Citibank organization. Critical Facts of the Case. Global, multidimensional financial institution Leaders include:

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Citibank

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  1. Citibank A Case Analysis Cheryl Bluthardt, Brandy Church, Dawn Townley, and Amanda VanKoevering

  2. Profile Gaining familiarity with the Citibank organization

  3. Critical Facts of the Case • Global, multidimensional financial institution • Leaders include: • Sanford Weill, Citigroup’s chief executive • Jorge Bermudez, Citigroup’s executive vice president • Employed > 325,000 staff • Serviced > 200 million customers • Operated in > 100 countries Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2011). Strategic Management: Competitiveness and Globalization (9th ed.). Mason, OH: South-Western Cengage Learning.

  4. Company’s Mission and Vision • Become the world’s leader in e-business. • Strategy – Connect, Transform, Extend • First priority – meeting customer needs. • “We are here to serve our clients: whatever our clients want us to do we’ll do it for them.” • Caroline Wong, Head of E-Business Group (Cash & Trade), Citibank Hong Kong (p. 105) Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2011). Strategic Management: Competitiveness and Globalization (9th ed.). Mason, OH: South-Western Cengage Learning.

  5. Symptoms Indicators that something is not as expected or desired

  6. Symptoms • Citibank experienced difficulty: • meeting diverse customer needs • earning profit • maintaining supremacy amongst intense business competition Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2011). Strategic Management: Competitiveness and Globalization (9th ed.). Mason, OH: South-Western Cengage Learning.

  7. Goals Goals for the future

  8. Goals • Provide customers with technology to conduct secure business anywhere • Align with partner companies • New technology to streamline A/R, A/P, and liquidity management • Reach new markets • Improve customer service • Cut costs Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2011). Strategic Management: Competitiveness and Globalization (9th ed.). Mason, OH: South-Western Cengage Learning.

  9. Analysis Models used to conduct the analysis

  10. General Environmental Analysis • Industry Trends include: • Use of technology to increase banking efficiency (Hitt, et al, 2011) • Use of electronic payments (Hitt, et al, 2011) • Increased number of consumers with credit cards (Citibank, 2006) • Preference of brand recognition and proven history of financial security (Hitt, et al, 2011).

  11. SWOT Analysis Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2011). Strategic Management: Competitiveness and Globalization (9th ed.). Mason, OH: South-Western Cengage Learning.

  12. Financial Analysis • Profitability Ratios = acceptable • Liquidity Ratios = acceptable • Leverage Ratios = acceptable • Activity Ratios = acceptable • Shareholders’ Return Ratios = acceptable Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2011). Strategic Management: Competitiveness and Globalization (9th ed.). Mason, OH: South-Western Cengage Learning.

  13. A look at Citibank’s Consumer Citigroup. (2006). 2005 Financial Information. Retrieved April 13, 2011 from http://www.citigroup.com/citi/fin/data/k05c.pdf?ieNocache=353.

  14. Diagnosis Discrepancies between Citibank’s goals and actual performance

  15. Root Problem • Rapidly changing customer needs with limited resources to provide technologically advanced products.

  16. Goal Matrix

  17. Selected Goal • Align with Square to make their credit card processing software/hardware available to current Citibank customers, allowing customers to conduct secure credit card processing anywhere anytime at low cost.

  18. Action Plan How to improve Citibank’s situation

  19. Action Plan

  20. Questions?

  21. References • Citigroup. (2006). 2005 Financial Information. Retrieved April 13, 2011 from http://www.citigroup.com/citi/fin/data/k05c.pdf?ieNocache=353. • Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2011). Strategic Management: Competitiveness and Globalization (9th ed.).Mason, OH: South-Western Cengage Learning.

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