Marketing Audit of Citibank

Marketing Audit of
Citibank

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Company Overview....................................................................................................................1
PESTLE Analysis.......................................................................................................................1
SWOT Analysis..........................................................................................................................3
STP Model..................................................................................................................................4
Marketing mix of Citibank..........................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
All activities of businesses which are performed to create awareness and fascination
among consumers towards the product is termed as marketing. Marketing Audit is a procedure of
analysis all the activities of marketing with respect to their outcome. It is performed to identify
and remove that marketing strategy which is giving low or no value to company. In this
assignment US financial giant Citibank' s marketing strategies has been audited. Citibank is a
subsidiary of US financial company citigroup. It provides financial services such as credit cards,
letter of credit, personal loans, mortgages and commercial loan. In the beginning the report
analyse the macro environment affecting the company through PESTLE Analysis. Secondly
companies competitive position is being analyse through SWOT Analysis. Moreover the report
also assess the marketing mix of the company. After than the report implement STP model. In
the end report give recommendations to the company (Yee, and et. al., 2017).
MAIN BODY
Company Overview
Citibank is a customer division of Citigroup. Citigroup deals in financial service. It is a
multinational company. Its headquarter is located in Manhattan, New York, USA. Citibank
render financial services to customers of 36 countries around the world. The USA branches of
Citibank is congregate in six metro cities of the country- New York city, Miami, D.C., San
Francisco and Los Angeles. Market conditions in USA and UK is appropriate for the company.
However, macro environment of Singapore need to be analysed. Singapore is a developed
country of Asia with high per capita income. The PESTLE Analysis of Singapore is given below
PESTLE Analysis
When a company realise a need of expansion of their business in another country. It is
essential to analysis the macro environment of the country. Assessment of macro environment
guide company in formulating suitable marketing strategies and way the product should be
customized. PESTLE Analysis acts an helping hand by assessing six major factors of macro
environment. The six major external factors are Political, Economical, Social, Technological,
Legal and Environmental (PESTLE Analysis of Singapore, 2017).
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