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In this paper, I would like to present the overview of the credit cards industry and conduct the resource-based analysis for Citibank. Finally I will present recommendations for Citibank about issuing credit cards in Asia Pacific.
Member rating: No Rating | Words: | Submitted: Fri Jan 28 2005
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Introduction Citibank's Asia Pacific Consumer Bank has thought of launching credit card business as a way of growing future revenues. Card could prove to be excellent way to overcome distribution limitations imposed on Citibank, on the other hand, the management of New York questioned the wisdom of issuing cards in the markets. Now Citibank Asia Pacific Consumer Bank has to establish plausible strategies for issuing cards such as positioning, pricing and how to launch in Asia Pacific. In this paper, I would like to present the overview of the credit cards industry and conduct the resource-based analysis for Citibank. Finally I will present recommendations for Citibank about issuing credit cards in Asia Pacific. Industry Analysis (See Exhibit 1) Barriers to Entry: Barriers to entry into credit card business by new competitors are extremely low. Most local banks in each country have relationship with Visa and Masters and can easily issue their Visa and Master....
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