Marketing

Executive Summary Citibank is one of the leading foreign banks in Malaysia who get 20% of market share in the mention plank industry. Recently, the trend of banking has evolved from traditional to the advance technology era these days. The SBU that we subscribe to chosen is Citibanks credit cards and loans. The micro analysis had shown that Citibank has allocated their enormous resources effectively to enhance the value of their stakeholders which greatly furbish up their overall performance. However, the competition in Malaysias banking industry is fierce which lead Citibank seeks improvements and opportunities to own in the industry. On the other hand, the big analysis has shown that the external environment of Malaysias banking industry is volatile. In response, Citibank has turn around threats into opportunities of new emerging markets to sustain colossal run competitive advantages. In parliamentary law for Citibank to achieve their goals, we recommended that they should distribute into other potential markets such as students and car buyers. natural products strategy like student loans, car loans, and student credit cards allow have a high happening to associate with SBU goals. In addition, repositioning existing product could aid them to enhance their performance in this industry.

In relation to reach out market share in the SBU industry, Citibank could reduce their price by cutting off 5% of the current existing limited charges for the services. Besides that, Citibank can outsource their business to subsidiaries in order to make their product available throughout the nation. These strategies can be implemented by using market research. Recommended promotion ruffle tools such as advertising via newspaper, business magazines and TV will further generate awareness which results in increasing of sales. In conclusion, this strategic marketing project will benefit Citibank to sustain and succeed in the banking industry. On top of that, it enhances the value of their... If you hope to get a full essay, order it on our website: Orderessay

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