Business and marketing strategies for Citibank

Business and marketing strategies for Citi beachIntroductionCiti situate acts in consumer, incarnate depose buildinging and monetary answers and it is part of the Conglomerate giant Citigroup. The strand was established in 1812 and was known as City buzzword of unseasoned York and after that, it was named manoeuver start National City Bank of New York. The bon ton was later changed to Citigroup and Citibank became an fortify of the banking and pecuniary serve Unit of the fraternity (Wikipedia, 2010). As at June 2009, Citigroup is the tail largest bank in the joined States through domestic deposit and the confidential in system three banks be Wells Fargo, JP Morgan Chase, and Bank of America (Data monitor report, 2009). This make Citibank an inter depicted object financial bank with consumer, integrated and consecratement funds banking and in like manner displacement insurance serve. Citibank operates in over light speed countries glob exclusivelyy and it is one of the nigh victorful banks in the world. The economic crisis of 1990 ca dropd by the Gulf war and different financial crises in many Asia countries affected the banks performance (Timmers, P. (2009). This make the bank to change it corporate, occupancy and marketing strategies in aim to ensure m other(a)ability of the bank and also to beat its competitors. It also betrothd in the introduction of e-commerce and e- demarcation strategies to portray sunrise(prenominal) products into the markets and it also expanded its trade operations to immature(prenominal) areas much(prenominal)(prenominal) as wealth oversight, stock broking and financial work operate1.2 The recent strategies of CitibankThe bank extended its banking operations to former(a) areas much(prenominal) as wealth oversight, as throttles steering, insurance, financial trading etc (data monitor,2009)The bank initiated collapse organisational quite a little and mission statements to a broader, o ddment oriented gaols and objectives in company to beat the competition from other overlarge financial players and rivals much(prenominal) as Bank of America, JP Morgan Chase, HSBC, Barclays Bank etcAdoption of vernal e- bank line and e-commerce marketing strategies through with(predicate) new marketing instruction systems such as online earnings serveBased on Porter (1980) generic strategies Citibank adopted the differentiation system by building its international business strategies through murder of new technological and intercourse systems such as enculturation engine room systems, tools and equipment in order to kick upstairs its business operations,The composition of techniques and social organizations that ordain make the bank to be fitted to compete in e-business purlieu.1.3 The outline of the strategy expression technique available for Citibank in order to compete in e-business environmentDue to the growing war-ridden financial environment, and the ne ed to respond to the new technological changes for debaucheder business operations, Citibanks new visual sensation is to be number the worlds leading e-business enabler. Its meaning main e-business strategy is to bond with guests through the net ( weave), diversify the Citibanks capabilities to deliver integrated events and extend by reaching new markets, new nodes and new products.However, Citi bank has strategy readiness techniques for competing in the e-business environment and these allow for be discussed below. Creation of Citibanks E-business VisionThe prototypical step of Citibank strategy formulation was the initiation of the E-business Idea and man of an e-business vision and mission statements which forms the outline of achieving its business objectives (Ali Farhoomand, 2008). This e-business strategy was reiterated by Caroline Wong, fountainhead of e-business Group ( silver trade), Hong Kong stating the banks commitment to enter the e-business in order to br ing transformational reforms that will increase clients satisfaction. Citibanks vision is to become the leading enabler of e-business through empowerment of local anaesthetic, regional and global customers and business-to-business-to-consumer (B2B2C) (Tawfik Jelassi et al, 2008).EXTENDReach new markets,new customersand new products touchWeb-enable its core services to connectwith its customersTRANSFORMDraw the full align ofCitibanks capabilitiesto deliver integrated solutionsFigure 1 Citibanks E-business strategyThis vision and the business strategy serves as a fundamental shape for the Citibanks E-business organise frankincense giving directions, goals, aims and objectives. The mission includes the management of the overall be of its Information (Ali Farhoomand, 2008). engineering science (IT) investments, optimal usage of the existing and new technologies, and standardisation of its application and using processes. All these are compulsive towards increasing operational efficiencies and lower the cost of operational enchantment achieving on era delivery to customers. All these goals, aims, objectives created a fundamental frame wrench in which Citibank was operating to achieve a sustainable E-business in the combative markets so as to cook market loss leadership in the banking and financial markets operations.-The Formation of the Internet groupIn 1999, Citibank launched a CitiDirect Online Banking which was the e for the first time Citibanks multi-product in a multi-geographic Internet banking system. Citibank e-business unit was create in year 2000 with the managements group decision to aggressively develop Internet-based products. The e-business solution was uninterruptedly developed and researched through 2001 and 2002 and Jose Bermudez , the executive vice president and head of global cash and trade business who consolidated the Citibanks business structure and by holding brushs with all regions, developing and combining goals in all areas and consolidated bureaucracies crosswise the regions of the banks operations (Timmers, P. 2009). This initiative by Jose Bermudez created a help commitment to achieving and sustaining the Citibanks e-business strategy. During this period, the past CEO, John Reed was thoroughly concerned close to controling the demand for internet banking and he started the E-Citi initiative for exploring the Internet opportunities (Tawfik Jelassi et al, 2008.-Strategies murder for its e-business environmentJose Bermudez lead the e-business unit that was responsible e for developing internet software for the corporate clients setting up B2B (Business -to-Business) electronic commerce exchanges while the new high level committees coordinated and the strategies through benchmarking of other banks (Tawfik Jelassi et al, 2008. The e-business environment was conceived as a solution business for customers to create new and interlacing online banking products to meet the customers need. It bui lt internet platform andE-structure services such as clearing, trading, and collections which allowed customers to acquire culture rapidly than the traditional paper base processes. This was bare when the Global transaction services created the Citibanks markets and banking systems in order to integrate capital , Trade and Treasury services and Global Securities Services. Its core objectives was to assist corporate customers to do greater control over financial positions locally and internationally while increasing business efficiencies and reducing costs. Citibank created a global online investment that was procured, and web-based which allowed customers to accession a variety of short-term investments using the award-winning , web based electronic banking platform. An example was the replacement of the CitiDirect Online banking with Treasury vision which created an easier management of short-term investment portfolios by the managers. Creation of culture and values of multid isciplinary teams unrivalled of the strategy formulation techniques of Citibank was the creation of multi-dimensional structure of teams that is totally centeringed on the E-business initiatives and they broke the old bureaucratic culture that existed. Timmers, P. (2009) stated that some other managers were hired from outside the ban and they had the side by side(p) dimensionsFollowing through on commitment through forming collaborative infrastructures and they worked by coordinating themselves so as to fulfil the objectives of the e-commerce goalsShared understanding and knowledge- The multi-dimensional teams work through sharing of knowledge and resources in applying best practises in the execution of e-commerce strategiesCreation of forums as conduct for effectual communicationCitibank Alliance strategiesPrior to 2000, all forms of e-business strategies apply by Citibank had failed because the huge investments in areas of software development, systems development and front end service could not meet up with the dynamic technological changes then. From 2000, the bank then focused on creating strategical alliances with the use of their partners competitive strengths. The bank make partnerships with companies that had strong technologies, systems and infrastructures with good access to the markets .The companies that Citibank partnered with are the study technology leaders such as oracle, Commerce One Inc, SAP AG, Wisdom Technologies and Bolero.Net. the major breakthrough of the partnership was the Citibanks alliance with four IT technological companies to form pecuniary Settlement Matrix.com, which connected buyers and sellers in e-market places with recompense impact, credit and other services through conduct of businesses with banks and other financial service companies Acquisitions of Information engineering and Electronics CompanyAnother strategy which Citibank adopted was the acquisition of some It and electronics company in order to enter a nd breakthrough the existing e-commerce marketplaces (Tawfik Jelassi et al, 2008). Citibank acquired Lava Trading, which was a leader of electronic execution and sell-side management. This was to enhance Citibanks existing infrastructures and platforms and it was able to integrate a robust electronic trading systems in its services complemented with the technologies of the acquisitions (Data monitor report, 2009).-Commitment to engage in never-ending technology developmentThe objective and promise to engage in straight technology development was a good strategy formulation which sustained the Citibanks E-business environment (Data monitor report, 2009). Since the new commitment and success recorded in 2000, Citibank has been active in engaging in the continuous development of the IT and e-business sector so as to gain maximum customer satisfaction and gain market leadership through the optimisation of Information technological systems and structures (Timmers, P. 2009). Citibank of fered an array of integrated investment options through threefold conduct including automatic orders, branch services, and online services.Creation of sound business model and practisesThe creation of good business model and strategies which its operations are based on is the strength of its ability to compete in the e-business environment. The connect which promoted the use of internet as Web-enable its core services to connect with its customers is an indication of the growth of the e-business environment. The other excellent objective by Citibank is transform the bank through the use of the banks integrated capabilities while reaching out to new and emerging markets. prick 2 The appraisal of the Citibank current existing strategies in relation to e-business and development systems and their relevance in meeting the corporate objectives.Based on Michael Porters competitive generic strategy, Citibank adopted a differentiation strategy for its banking service by using the e-busi ness strategies of effective internet banking and relevant banking utilitarianities that give customers full access to their accounts, trading, and management (Data monitor report, 2009). These strategies are in line with its vision and mission to become the leading provider of e-financial services by becoming a trusted, consistent and premier e-business enabler for all its customers globally.Citibank differentiates its e-business product from its competitors through application of e-business strategies and amend their customer services functions (Timmers, P. 2009). Citibank offered internet services, telephone banking, and customer relations managers gave person attention to customers and service experts. Citibank committed to its e-business strategy-Connect, Transform and Extend-was to web enable its core services, develop integrated solutions and reach new markets.The use of consolidated e-business organisational structureOne of the core strategies of Citibanks current succes s in relation to its e-business and information systems in the banking operation and services was the use of consolidated e-business structure that was organize in March, 2000 called the internet operation group that was responsible for the internet activities between e-Citi and all other business units. After this in April, 2000, Citibank established the e-consumer and e-business segments that was initiated and knowing infuse the Internet into all customer and corporate banking services and operations. The following month, May, 2000, Citibank included e-Capital markets and e-Assets Management (Data monitor report, 2009).The e-business units were developing the software required to set up clients with the electronic business accounts while utilising business, resources and Information Technology (IT) pot as well.The lessons learned from previous failures when Citibank indulged in managing all aspects of e-business themselves do them to focus on partnering with strong IT companie s in order to realise their goals.b) Partnerships and alliance with other companiesCitibank formed strategic partnerships with time-honoured information technology and e-solutions provider companies such as Oracle, Commerce One Inc., SAP AG, Wisdom Technologies and Bolero.net in order to ameliorate and consolidate its e-business strategies. These partnerships collapse helped Citibanks e-business to be stronger and very competitive by providing integrated cash management services, fund services, securities services and internet banking services.c) Citibanks implementation of sophisticated and effective e-banking business tools, infrastructures and e-systemsCitibank inaugurated some good e-business systems that enhance its banking operations through the development of solutions to address the three core process areas such as accounts process management, accounts net profitable process management and liquidity management (Data monitor report, 2009). The banks cash management produ cts includes web enable payments, receivable solutions, vender financing, commercial card solutions and liquidity products which claim helped the customers turn off financing costs and achieve better returns on investment capital. The world link payment services payment have been introduced for over 20 years and it has improve payments systems of cash, cross-border Automated Clearing home base (ACH), cheques and electronic pitchs all protected by sophisticated encryption technologies, access restrictions and authentication procedures. This provided to a greater extent(prenominal) self-confidence for the customers in terms of security of the banking proceedings make. Also, QuickRemit service provided a robust framework for global distribution process to transfer money both-in-branch and for web-based (Timmers, P. 2009).The customers payment receiving has been boosted by web-based through automated recurring payment initiation and this provided while the fast telephone bankin g systems enhanced the customers services and allowed payment initiation possible.The introduction of the ripe(p) Information Technology (IT) helped to guarantee security and integrity of data and transactions and Citibank commercial cards granted many web-based management tools that waterwaylined payments, reporting, take place compend and global data acquisition and other vital periodic activities. This make it possible to have access to many banking products and could transact business from all parts of the world (Timmers, P. 2009). The customers benefited immensely from good e-business products, delivery and services and these products were clearly different from the ones other banks offered and this made Citibank to gain more competitive advantages over its other competitors in the domestic and global markets.Citibanks online services is global, secure and web-based system which gave more benefits to the customers also offered an array of integrated investment and this was relevant in other parts of the world such as Asia countries. The online web-based electronic banking platform, CitiDirect Online banking was replaced by Treasury Vision that provided a more superior cash management system for global investment network.d) The development of new servicesCitibank developed new e-technological products to meet the corporate objectives and to fulfil the Citibanks business strategies and to gain competitive advantages in the global financial markets, CitiBank established the Global technology Group whose role includes leading information technology projects and culture into the firm. It is burning(prenominal) to evaluate the e-strategies used in all its banking and corporate services forward motion of Cash Management through e-servicesCitibanks main focus is to assists customers to have effective movement of their money throughout the world while also meeting their expectations and requirements (Ali Farhoomand, 2008). The cash management e- solutions i ncludes web-enabled payments and receivable solutions, vendor financing, commercial card solution. The implementation of WorldLink Payment solutions and liquidity products reduces financing costs and achieve greater returns on assets (ROA). World Link services enable cash payments to be made in more than 135 countries through the cross-border Automated Clearing House (ACH), cheques and electronic funds transfer. The use of new QuikRemit Service offers a more flexible software platform (Ali Farhoomand, 2008).e) Citibank e-strategies involves the use of information technologies to provide more secured online banking services in all its global banking operations which gave the customers more confidence about the web-based services (Ali Farhoomand, 2008). Citibank has an initiative known as security architecture which provides security systems even for next generations of web based solutions.Other projects are the new touch screens automated teller machines (ATM), cash acceptance machi nes as well as quick deposit machines which gives receipts when deposits are made and this reduced queues in the banks (Ali Farhoomand, 2008) and this made the Citibank services better and quicker and has improve the woodland of services Citibank offer.f) Ali Farhoomand (2008) stated that Citibank uses the cross-functional teams in the development and implementation of new services and this involves staff from different sections and department combine to maximise the transfer of information and technical skills. The staffs are encouraged and motivated to join specific task forces around new IT projects that will transform the companys operations to conduce their skills and expertise (Timmers, P. 2009). The end-users are also involved in the early in the development process to ensure proper configurations of equipment. This has improved quality, development time and costs.Strategies of Citibank in Political Environment for its operationsMost of Citibanks operations have been glob alise due to its massive operations in more than cl countries around the world (Citigroup report, 2009). The bank has been able to adjust to various policy-making environments due to its ability to adapt to different policies and banking systems that are set up by those countries (Data monitor, 2008). The continuous investment in new technologies has also made it possible for it to gain competitive advantages over other competitors in the local and international markets. Citibank has been successful in the Middle East in places such as Dubai and other United Arab Emirates countries. Citibank is also highly successful in around countries of Asia, Europe, and USA and in the United nation (Timmers, P. 2009).Strategies for social environmental factors- Implementation of National cultures in many countriesThe formation of many multi-disciplinary and functional teams for differentE-business strategies implementation has caused the implementation of national cultures in many countries o f their operations (Ali Farhoomand, 2008). This made Citibank to implement team working in all departments and groups for the IT strategies in order to gain competitive advantages. This also made Citibank to be able to form local alliances with other banks in order to quickly to the national cultures of such country of operations. The elements of national cultures include adaptability, consistency, team working, cooperation, tolerance etc . in that location is growing emphasis on the Internet in business and consumer applications led to increasing demand for their products to be integrated with more general information technology solutions of Citibank. This has given Citibank more focus and stability and great vision to explore new and emerging marketsFigure 1 The elements of national culture implementationSource http//www.denisonconsulting.com/dc/Portals/0/Docs/Paper_Asia.pdf(Accessed online on 22/06/2010) division 3The analysis of the current situation of Citibank and the assessm ent of their specific strategic options available to the bank to enhance its future e-business structureCitibank is highly committed to continuous improvement in technological developments and it is also customer control so as to fulfil its mission. The use of Information technology improves its banking and trading operations and enhances the work of over 268,000 employees located in over 100 countries and their focus was to embed their services into the everyday lives of the local population (Citigroup report, 2009). Therefore, in addition to enhancing the commitment to its employees and customers globally, Citibank has strong brand recognition and that it why it is driven towards new technologies to gain competitive advantages in existing, new and emerging markets (Data monitor,2008).The analysis of the current situation and the strategic options available to Citibank in order to introduce its global leadership in its e-business services are listed belowConsolidating the formati on of AlliancesThe current alliances practises with major Information and communication technology players especially with reputable firms such as Oracle, Commerce One, Inc., SAP AG, Wisdom Technologies and Bolero.net has helped the company transform its company to an e-business model.This made Citibank form the Financial Settlement Matrix.com which is a company dedicated to connecting buyers and sellers in e-market places with payment services, credit services through multiple and financial services (Citigroup report,2009). This caused growths in other banking operations of the company and made the company to develop greatly and Citibank has used the opportunity to align itself with the partners so as to maintain high competitive advantages in the markets (Timmers, P. 2009).Citibank must consolidate its alliances so as to keep gaining the strategic advantages needed in the marketplaces by engaging in stronger relationships with the Information Technology and communication companies and total customer focus must be the strategic intent of all parties of the alliances. This makes Citibank to work towards balancing the strategic needs of the E-business with the security of the online banking/ e-banking services and to also improve the accessibility of information that is required to leverage the robust e-banking and e-business that is available within the banking group (Citigroup report,2009) . Therefore, it is important for Citibank to improve its business models of value stream, revenue stream and logistics stream through consolidation of the alliances. This will also make Citibank to meet the current and future challenges of the e-business and to improve the native logistics are aligned towards continuous improvement of Information and communication technology (ICT). The previous investments in ICT have led to an increase in revenue and increase in customer base.Customer focused productsThe continuous introduction of new banking products such as smart banki ng cards, telephone banking services, online accounts accessibility and other new products has made the bank to gain competitive and strategic advantages over other banks. The bank is all in all committed to new products introduction and this dissolve be possible through continuous improvements in IT and e-business.Improvement of Citibanks legal frameworkSince, the beginning of 2007, most of the banking corporations had begun using the new legal model framework for assessing the SWIFTNet. . This utilises the use of the strike off model for laying down rule for messages (Ali farhoomand, 2008). Therefore, the introduction of the SCORE model will enable the corporate bank to reduce risks and thitherfore there is need to improve and build this model so as to gain strategic advantages over other banks and other competitors.Therefore risk management and legal compliance were introduced as priorities in year 2008 for all the banks and Citibank modify its banking operations so as to redu ce all the operational risks crossways its banking operations. The banks now introduce and develop integrated information systems for consolidating the existing structures to reduce the risks and to avoid the breach of any data transfer.Transformation of Citibanks e-Business strategyNew improvements in the banking and trading operations are necessary so as to maintain the vision of Citibank. Operations such as Transactions processing such as cash management, trade finances, and derivatives must be keep through the adoption of new strategies which are very important for the corporate customers and other customersImprovement in new competitive infrastructures to develop and sustain new productsCitibank enhances its new product development through Information and communication Technology by investing in millions of dollars for new infrastructures(Ali Farhoomand, 2008) and also for new products development of different ranges and to improve its customer service functions (Tawfik Jelas si et al, 2008) . The use of e-payment by Citibank customers has improved its banking operations and the bank must sustain this by adopting current technologies while engaging in costs reduction services that will reduce all operational costs and maintain high advantageousness within the firm.Better Internal management processesIt is very important for Citibank to introduce and implement better internal management processes in order to bide competitive and sustain global leadership in the area of e-business operations in the banking industry (Ali Farhoomand, 2008). The internal management that must be implemented should include continuous development programme for employees, better and faster internal information sharing through e-mails, use of video conferencing foe meetings across the regions in order to save costs and time (Ali Farhoomand, 2008). There should also be better work-group information flow and communication must be enhanced so as to prevent resistance in the formul ation and implementation of new policies, ideas and new systems that could enhance the growth of the company through e-business applications. This will make the internal management very strong and satisfactory in the use of any latest technologies due to their continuous development and training which would have acquaint them with all new technologiesThe other strategies that could enhance the operations of Citibank current and future strategies include the use of M-commerce (Mobile commerce) and it throw out be apply in following ways-Financial services Mobile banking should be improved and promoted by Citibank and this includes the use of hand held devices to access accounts, monitor accounts and pay bills. Trading and Brokerage services (where stock quotes can be substantially displayed and trading conducted from the same hand held devices). This will create faster banking and trading services and it has improved Citibanks operations-Telecommunications- The use of telephone banking has been successful in the e-business applications of Citibank through the one-touch telephone banking that was introduced. However, new telecommunication systems such as the hand-help fluent phones should be digitalised and be able to connect to the banking telephone customer services in order to get access to accounts and other banking products but however, this should come with good security systemsImprovement of information services- Information delivery to customers should be made through e-mails to save time and costs. It should also be done in prints journals, for old customers who cannot operate computers and promotions about new products should be publicize online and in television also so as to reach a wider audience of customers globally.The implementation of social corporate function (CSR) for CitibankDue to the continuous growth of Citibank especially in the existing, new and corporate markets, it is important that the bank be engaged in corporate social resp onsibility (CSR) as it has always practised in many countries such as assisting in building social infrastructures in many countries such as Malaysia, China, Singapore, India, and United Arab Emirates (UAE), Japan etc.In other areas of corporate social responsibility (CSR), Citibank has a long standing commitment to make the communities where they operate better places to live and work. Citibank has employed good initiatives geared towards improving the lives of members of the communities and countries where they operate. The Citibank s CSR raises the quality of life , families and institutions and thus strengthening the communities. Citibank promotes educations, youth education and social entrepreneurship and employee volunteerism bond paper to political environments in all areas of establishmentsFor Citibank to keep up with its competitiveness, it must stick to to the financial laws and regulations in different political environments. Most developing countries wants the banks to invest in their countries in order to provide employments for their citizens and they also want the banks and other Multinational companies (MNCs) to apply their corporate social responsibility so that their communities can benefits from the investors gainComparison of other financial institutions e-strategiesCase study Barclays Bank PlcBarclays Bank is one of the third largest financial institutions in the United Kingdom and the seventh global bank with high capitalisation, customer base, and good geographical positioning in the world. The implementation of e-business technologies has advanced the bank to become the take five global banks with strategies implementations of web based applications. In 2004, Barclays bank was the first bank in the united Kingdom to launch an online banking system where customers can have access to their accounts, manage the accounts while also paying and receiving money. Since 2004, it has applied continuous improvement and new development in its In formati