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Citibank: Launching the Credit Card in Asia Pacific Erica Baumann Paul Davis Nathan Hahn Rebecca Leeds Rebecca Leeds Lauren Lettieri Lauren Lettieri.

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Presentation on theme: "Citibank: Launching the Credit Card in Asia Pacific Erica Baumann Paul Davis Nathan Hahn Rebecca Leeds Rebecca Leeds Lauren Lettieri Lauren Lettieri."— Presentation transcript:

1 Citibank: Launching the Credit Card in Asia Pacific Erica Baumann Paul Davis Nathan Hahn Rebecca Leeds Rebecca Leeds Lauren Lettieri Lauren Lettieri

2 Overview: Geography of Asia Pacific The Nature Conservancy: http://nature.org/wherewework/asiapacific/http://nature.org/wherewework/asiapacific/

3 Overview: The Pacific Oceans Eleven Hong Kong (1902) Hong Kong (1902) Taiwan (1964) Taiwan (1964) Australia (1965) Australia (1965) The Philippines (1902) The Philippines (1902) Guam (1969) Guam (1969) Singapore (1902) Singapore (1902) India (1902) India (1902) Malaysia (1904) Malaysia (1904) Indonesia (1918) Indonesia (1918) Thailand (1967) Thailand (1967) Korea (1967) Korea (1967)

4 Overview: Citibanks Mission Statement Citibanks mission in the Asia Pacific region was to be the most profitable provider of a wide array of financial services to an increasingly affluent and middle-income market, and to reach the rapidly growing middle-income households in this region. Citibanks mission in the Asia Pacific region was to be the most profitable provider of a wide array of financial services to an increasingly affluent and middle-income market, and to reach the rapidly growing middle-income households in this region.

5 Overview: Citibank in Asia Pacific 1978-1989 1986: Begins a period of growth in Thailand and the Philippines 1982: Acquired Diners Club in Thailand 1978: Citibanks Asia Pacific Consumer Bank had established its consumer business in Asia 1981: First foreign bank to enter the local trade finance market in Taiwan 1983: Citibank enters the credit card market in Hong Kong 1989: Malaysia and Australia have saturated credit card market 1989: Talwar reintroduces the idea of a credit card launch in Asia-Pacific

6 Overview: Keys Questions in Asia Pacific Should Citibank launch a credit card in the Asia Pacific region, and in which countries? Should Citibank launch a credit card in the Asia Pacific region, and in which countries? How should the particular card launches be tailored to each specific country? How should the particular card launches be tailored to each specific country?

7 Business Problems Citibank wondered whether they could adopt a mass-market positioning to acquire enough credit card customers and still maintain its up-market positioning with the current upscale branch banking customers Citibank wondered whether they could adopt a mass-market positioning to acquire enough credit card customers and still maintain its up-market positioning with the current upscale branch banking customers Pricing the card too low would conflict with Citibanks stated positioning however pricing it too high might mean low customer acceptance Pricing the card too low would conflict with Citibanks stated positioning however pricing it too high might mean low customer acceptance Citibanks management were concerned that consumers attitudes and credit card usage patterns differed by country Citibanks management were concerned that consumers attitudes and credit card usage patterns differed by country

8 SWOT Analysis: Strengths Undisputed leader of the marketplace Undisputed leader of the marketplace Australia: customers see the credit card as an important shopping tool Australia: customers see the credit card as an important shopping tool Hong Kong: people are used to credit cards- relatively affluent population Hong Kong: people are used to credit cards- relatively affluent population India: strong economic development in late 80s India: strong economic development in late 80s Malaysia: large successful business population Malaysia: large successful business population Singapore: one of the worlds largest center of traditional trade and services Singapore: one of the worlds largest center of traditional trade and services Thailand: rapidly growing nation (foreign investment) Thailand: rapidly growing nation (foreign investment)

9 SWOT Analysis: Weaknesses India: consumers do not like to use revolving credit India: consumers do not like to use revolving credit Indonesia: relatively poor country with small upper class; not many qualified for membership Indonesia: relatively poor country with small upper class; not many qualified for membership Australia/Singapore: saturated market Australia/Singapore: saturated market Taiwan: before 1989, laws restricted credit card business Taiwan: before 1989, laws restricted credit card business Taiwan: culturally not acceptable to owe people money Taiwan: culturally not acceptable to owe people money Korea: financial problems in credit card business coupled with stringent local restrictions Korea: financial problems in credit card business coupled with stringent local restrictions

10 SWOT Analysis: Opportunities Australia: credit card in conjunction with their banking services Australia: credit card in conjunction with their banking services Hong Kong: want to target customers outside branch business Hong Kong: want to target customers outside branch business India: credit card penetration is low India: credit card penetration is low Indonesia: upper class growing fast Indonesia: upper class growing fast Malaysia: culturally acceptable to revolve credit Malaysia: culturally acceptable to revolve credit Philippines: credit card penetration very low Philippines: credit card penetration very low Singapore: society prides on innovation and technology and see credit card as convenient Singapore: society prides on innovation and technology and see credit card as convenient Taiwan: most wealthy and best educated country in region Taiwan: most wealthy and best educated country in region Thailand: strong economy = consumer spending Thailand: strong economy = consumer spending

11 SWOT Analysis: Threats Australia: AMEX and Diners Club seen as symbol of status Australia: AMEX and Diners Club seen as symbol of status Malaysia: many other options to choose from in 1989 (MasterCard and Visa) Malaysia: many other options to choose from in 1989 (MasterCard and Visa) Singapore: high-tech mecca has attracted many multinational corporations Singapore: high-tech mecca has attracted many multinational corporations Taiwan: restrictive laws prohibited thus industry is in early stages Taiwan: restrictive laws prohibited thus industry is in early stages Taiwan: AMEX and Diners Club worldwide respected reputation Taiwan: AMEX and Diners Club worldwide respected reputation Citibanks undifferentiated view of one marketplace Citibanks undifferentiated view of one marketplace

12 Most Likely Case Scenario Citibank will enter the market Citibank will enter the market – –''Sometimes, when an economy is under the most stress, you get presented with the biggest opportunities,'' says Citigroup Vice-Chairman William R. Rhodes Cross selling products Cross selling products Market will accept new credit card penetration (except for few countries) Market will accept new credit card penetration (except for few countries) Targeting growing upper class market Targeting growing upper class market

13 Most Likely Case Scenario Citibanks credit cards as symbols of status Citibanks credit cards as symbols of status Citibanks customer base in Asia Pacific region will increase and expand Citibanks customer base in Asia Pacific region will increase and expand Customers will use their cards for a wide variety of purchases Customers will use their cards for a wide variety of purchases

14 Most Likely Case Scenario Australia: More services will be offered to maximize financial management Australia: More services will be offered to maximize financial management Hong Kong: Reach customers outside business segment by cross selling Hong Kong: Reach customers outside business segment by cross selling India: Increase merchant acceptance India: Increase merchant acceptance Indonesia: Incentives and higher credit limits opportunities Indonesia: Incentives and higher credit limits opportunities Malaysia: Build up credit for future uses Malaysia: Build up credit for future uses

15 Most Likely Case Scenario The Philippines: Market program geared towards gaining acceptance The Philippines: Market program geared towards gaining acceptance Singapore: Highlight conveniences of Citibank Singapore: Highlight conveniences of Citibank Taiwan: Promote awareness of the emerging credit card industry Taiwan: Promote awareness of the emerging credit card industry Thailand: Two card approach to attract all customer bases Thailand: Two card approach to attract all customer bases Korea: Will not enter due to government regulations Korea: Will not enter due to government regulations

16 Worst Case Scenario Established competition beats Citibank Established competition beats Citibank Population too poor to qualify (Indonesia) Population too poor to qualify (Indonesia) Government regulation and culture limits acceptance Government regulation and culture limits acceptance Failure of customers to fulfill payments- large debt Failure of customers to fulfill payments- large debt Different countries not accepting of consistent multinational strategy Different countries not accepting of consistent multinational strategy Rejection due to national pride and culture (Taiwan) Rejection due to national pride and culture (Taiwan) Saturated markets not accepting of another credit card (Singapore) Saturated markets not accepting of another credit card (Singapore)

17 Best Case Scenario Citibank adjusts strategy for specific countries needs (including options) Citibank adjusts strategy for specific countries needs (including options) OR All countries accept Citibanks multinational plan OR All countries accept Citibanks multinational plan Become a penetration leader (Philippines) Become a penetration leader (Philippines) Utilize Singapore for latest technology Utilize Singapore for latest technology Government law changes opens doors (Taiwan) Government law changes opens doors (Taiwan) Take advantage of some countries growing economy and affluence Take advantage of some countries growing economy and affluence Make money off of late payments and interest Make money off of late payments and interest

18 Strategy: Market Entry Greenfield Market Development Greenfield Market Development Direct marketing program Direct marketing program –Direct mail –Take-ones –Direct sales force –Bind-ins

19 Strategy: Pricing Low joining fee to induce more customers Low joining fee to induce more customers Higher annual fee to provide a steady recurring revenue Higher annual fee to provide a steady recurring revenue Premium pricing for the Citigold card to attract affluent cardholders Premium pricing for the Citigold card to attract affluent cardholders

20 Strategy: Options $USD as standard currency for all cards $USD as standard currency for all cards Regional Card Center Regional Card Center –Lower costs because of economies of scale –Capability to do quick work product launches in Asia Pacific

21 Strategy: Business Segments Non-Resident Indian Business (NRI) Non-Resident Indian Business (NRI) –Special offering for Indian customers who did not reside in India International Personal Banking (IPB) International Personal Banking (IPB) –To service the growing group of affluent Asian clients with global financial needs

22 Strategy: Core Products Citi-One Citi-One Mortgage Power Mortgage Power Auto loans Auto loans Ready Credit Ready Credit Citigold Citigold CitiPhone CitiPhone ATMs ATMs

23 Go Decisions: Taiwan, India, Indonesia, Malaysia, the Philippines, Singapore and Thailand Reasons Reasons –Countries growing along with infrastructure –Rapidly growing upper and middle class Recommendations: Recommendations: –Two card approach- middle class and upscale customers targeted individually –Create status for credit card

24 Go Decisions: Australia and Hong Kong Reasons: Reasons: –Most developed Westernized nations –Strong credit card and financial infrastructure –On average, 2 cards per person –Wide variety of usages – shopping travel Recommendations: Recommendations: –Two card approach

25 No Go Decision: Korea Reasons: Reasons: –Regulations do not allow banks to issue cards with revolving credit –Only local currency credit cards allowed –Poor diplomatic relations –Infrastructure and legislation are not conducive to credit card usage Recommendations: Recommendations: –To risky to enter the market

26 Population Breakdown by Income: Asia Pacific

27 Break Even: Asia Pacific

28 Population Breakdown by Income: Malaysia

29 Break Even: Malaysia

30 ANY QUESTIONS?


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