Citibank's Credit Card Launch in Asia Pacific: Case Analysis

This case study analysis focuses on Citibank's strategy for launching a credit card in the Asia-Pacific region. The assignment examines the challenges faced by Rana Talwar in convincing country managers and headquarters to approve the launch. It highlights the features of the proposed credit card, including credit limits, statement and repayment options, interest rates, and interest-free periods. The analysis also explores the marketing and financial perspectives, emphasizing the use of SWOT analysis and Porter's Five Forces to assess the business environment in Malaysia. The study references key academic sources and discusses the potential benefits of the credit card launch for expanding Citibank's customer base and capitalizing on economic growth in the region. The analysis covers the rationale behind the launch, including overcoming distribution limitations and targeting the middle-income demographic.

ANALYSIS OF A HARVARD BUSINESS SCHOOL
CASE. “CITIBANK: LAUNCHING CREDIT CARD IN
ASIAPACIFIC.

Q. How should Rana Talwar convince his country managers and headquarters to accept
the card product? What organizational mechanisms does he have in his control?
Citibank is one the popular bank, with its head quarter in New York, the manager are the
one that makes the bank one of the most famous worldwide.
Credit Card is a unique card that makes bank facilities so special, it is a type of financial
support issued by bank that enables the card holder to borrow funds when needed. This bowered
amount has a condition that is the cardholder has to make payment bank into card on a fix date.
There are various features that are explored by Rana Talwar to the country manager and other
higher authorities that makes totally different card from other bank credit card that help to
satisfy customer more. He focus some of the main reason Citibank want to launch credit card in
Malaysia are:
Firstly, the bank can ride on the rapid economic development in the region through their
new launched credit card product.
Secondly, the main features is that is also an excellent way to overcome distribution
limitation imposed on foreign bank in the region.
Lastly, this launching will be beneficial for Citibank to expand its customer base from the
upper segment to the middle income household.
In the opinion of Rana Talwar there are certain specific features of card provided by
Citibank to Malaysia civilisation are as follows:
Credit limit: They bank provide handsome amount of credit limit to it customer
depending upon their income generation.
Statement and Credit card repayment: Bill generation date is decided according to the
salary payment of employee so they make easy repayment. There is a option to find statement
online for a particular months.
Interest rate: In case I f wants to withdraw money from credit card bank charge a decent
rate of interest such as 2.5%of the amount taken (Rabino, 2015).
Interest free days: Bank has fixed a total number of days to repay borrowed amount that
is approx 45 days for the date amount being utilised.
From the market perspective, Rana Talwar says to country manager that card is useful for
every type of customer group living in Malaysia. Through SWOT analysis he will be beneficial
as came to known in detail about the weakness, strength, opportunities and threats in market.
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This helps him to know the exact time and condition to introduce credit card in market. With the
help of Porter five forces he will be able to analysis the business environment in Malaysia. Rana
Talwar in told country manager that with the help of this force sort of pragmatic and actionable
track of business environment is determined and card will be benefited in those conditions. As
the potential is good from both financial and marketing perspective.
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REFERENCES
Books and Journals:
Kumar, S. R., 2012. Case studies in marketing management. Pearson Education India.
Rabino, S., 2015. The bottom of the pyramid: an integrative approach. International Journal of Emerging
Markets. 10(1). pp.2-15.
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