Colorado Tech MKTG320: Citi Bank Situational Analysis Project

This project provides a detailed analysis of Citi Bank's marketing strategies. It begins with an executive summary outlining the report's focus on situational analysis, market position, branding, advertising, and public relations. The project explores Citi Bank's goals, branding strategies, and situational...Read More

Running Head: SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
Situational Analysis and Market Position: Citi Bank
Name of the Student:
Name of the University:
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1SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
Executive Summary
The report mainly focuses on the idea regarding the situational analysis as well as the market
position of Citi Bank. The study focuses on the branding strategy as well as advertising and
public relation strategy in the market. The paper also focuses on the marketing channels and
why the advertisement and public relation strategy is being taken into account. Lastly, the
paper focuses why it is essential for the firm so that they can flourish in the marketplace and
to accomplish the success in it.

2SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
Table of Contents
Introduction................................................................................................................................3
Branding Strategy.......................................................................................................................3
Goal of the Company.............................................................................................................3
Situational Analysis...............................................................................................................3
Target Market.........................................................................................................................4
Advertising and Public Relation Strategy..................................................................................4
Advertising Strategy...............................................................................................................4
Public Relation Strategy.........................................................................................................5
Marketing Channels...................................................................................................................5
Selected Advertisement and Public Relation Strategy...............................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7

3SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
Introduction
Citi bank is being establish in the year 1812 as the Citi Bank of New York and is
considered to be the National City Bank of the New York. The company is a multinational
group who possess their branch all over the world. These enables the company bank to
become popular all around the world and can operate as well as trade international across the
globe (Chen et al., 2017). The company possess their branch in the Mexico as well as in
India, Poland and in Russia, which is critical for the growth of the organization in the
marketplace and to gain the success in the same marketplace. Therefore, in recent time the
company have gain popularity in some of the countries but they need to target the audience
and need to create an impact in the other countries as well, so that they can attract the
customers towards them (Islam & Salma, 2014).
Branding Strategy
The company want to recreate their brand in the market as they are facing financial
crisis in the west. The company need to look after the matter so that they can create a brand
awareness in the market where they have not entered yet as well as in the market where they
are already present. So, that they can flourish in the marketplace and can lure the consumers
in the process.
Goal of the Company
The main goal of the company is to build a one brand company for the consumers in
the market. With the help of this they will be able to capture the attention of the retailers as
well as the investors along with the normal people in the market.

4SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
Situational Analysis
These will assist the firm to grow in the marketplace and to obtain the success in the
same marketplace. The popularity will also increase in the process and help the bank to work
effectively even in the crisis period if the company is able to capture the customer base in the
process. These will help the company to operate efficiently and will enable the firm to
flourish in the marketplace (Allchin, 2020).
Target Market
The company mainly target the western region around the globe where they are
actually facing the crisis so that it can lure the customers from the marketplace. These will
assist the bank to flourish in the market and to achieve the success in the market. These can
only be possible if the company is willing to manage the crisis which arises in the west
(Balmer & Chen, 2017).
Advertising and Public Relation Strategy
The company need to look after the advertising as well as the public relation strategy
which will enable them to reach the target audience to expand in the market as well as to
accomplish the success in it. This can only be possible if the company is adopting an
effective as well as efficient advertising and public relation strategy to flourish in the market
and to obtain the success in the process.
Advertising Strategy
The organization requires to advertise their new schemes as well as the loans and
investment that they are doing in the market so that they can attract the consumers from the
marketplace. The firm need to use the logic in their advertisement so that they can showcase
the benefit for the customers (Culbertson & Chen, 2013). These will attract them towards

5SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
them and will enable it to expand in the market so as to generate revenue in it. The client will
be attracted towards the Citi bank only when they will see their profit in it.
Public Relation Strategy
These will enable the firm to build their image in the marketplace along with that it
will help them to build the trust in the process. These company need to launch journals as
well as interviews regarding the thought process of the company. These will help the
company to build the trust as well as enable them to maintain the transparency in the process.
The company change their logo so that they can build a one brand company in the market
(Guo, 2017).
Marketing Channels
The company need to promote them in both the marketing channels be it traditional or
digital media. The traditional media includes newspaper, magazine, hoarding, radio and
television. These will provide them with the authenticity as well as enable them to win the
trust of the customers as well as clients in the market (Shirisha, 2018). These is critical for the
organization as well as for the bank to expand in the marketplace and to lure the targeted
audience in it. These will also help them to expand in the market and accomplish what they
intend to achieve in the market. These can only be possible with the help of the traditional
media in the market.
There are constraint of the location in the traditional market which can be solve with
the help of the digital media which are namely social media which will assist the company to
reach a vast number of people in the marketplace. These will help them to develop in the
same process and enable them to reach the target audience in less possible time (Satsangi,
2014). Therefore, it is necessary for the firm so as to look after the digital media as well so
that they can grow in the marketplace and can obtain success in it. These will help them to

6SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
generate revenue as majority of the people use social media network so the reaching time is
less in this media.
Selected Advertisement and Public Relation Strategy
The logic is essential when the company is operating in the banking industry as
people will look after the profit and then only they will invest in the company. These is the
prior reason for the company so as to need to use logic in the advertisement so that it can lure
the consumers from the marketplace where they are operating. These will also help the
company to provide with the all the details to the customers and transparency can be maintain
in the process. Therefore, it can be said that the company need to use logic in the
advertisement so that they can gain the trust of the client as well as can attract them towards
the company.
The company need to publish the article as well as blog in the market so that they can
clearly convey the vision of the company in front of the customers as well as the clients.
These will assist them to expand in it and win over the trust of the customers. These is
essential to maintain the good image of the organization so that they are able to generate the
revenue in the process and will be able to uplift their financial status in the market. Therefore,
the company need to look into the public relation section so that they can connect with the
customers in personal level.
Conclusion
It can be inferred that the company need to take up the strategy which will be
beneficial for the company in the market so that they can flourish in the market and can lure
the consumers in the process. These will enable the company to grow in the marketplace so
as to attract the customers in it and assist them so as to accomplish what they are willing to

7SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
gain in the process. Hence, the company will be able to gain the trust as well as the will be
able to maintain the image in the market so that customers avail service from them.

8SITUATIONAL ANALYSIS AND MARKET POSITION: CITI BANK
References
Allchin, J. (2020). Branding Citigroup: reconnecting with customers – Marketing Week.
Retrieved 22 January 2020, from https://www.marketingweek.com/branding-citigroup-
reconnecting-with-customers/
Balmer, J. M., & Chen, W. (2017). China’s brands, China’s brand development strategies and
corporate brand communications in China. In Advances in Chinese Brand
Management (pp. 19-47). Palgrave Macmillan, London.
Chen, Z., Li, Y., Wu, Y., & Luo, J. (2017). The transition from traditional banking to mobile
internet finance: an organizational innovation perspective-a comparative study of
Citibank and ICBC. Financial Innovation, 3(1), 1-16.
Culbertson, H. M., & Chen, N. (Eds.). (2013). International public relations: A comparative
analysis. Routledge.
Guo, L. (2017). Symbol Analysis of Financial Enterprises’ Advertisements–A Case Study of
Citibank–. Cultura, 14(1), 81-87.
Islam, K. A., & Salma, U. (2014). Customer satisfaction of Internet banking in Bangladesh:
A case study on Citibank NA. Asian Journal Of Applied Science And
Engineering, 3(1), 51-62.
Satsangi, R. (2014). An analysis of effectiveness of bancassurance as a distribution Channel
in India. Delhi Business Review, 15(1), 41-52.
Shirisha, M. (2018). Digital Marketing Importance in the New Era. International Journal of
Engineering Technology Science and Research, 5(1).