|
|
This is only a preview of the paper
Click here to register and get the full text.
Existing members click here to login
|
|
|
Industry Overview Credit Card Industry Computers have made processes much less time consuming. They have taken over many of the jobs that people use to hold and can do them much faster. At the end of the 20th century one of the most popular and useful computer aided system - Automatic Teller Machine (ATM) was introduced. Using the credit cards consumer could easily get the money from ATM throughout the world at the fastest time. Introducing of credit cards had its affects on the economy: credit card saved the cost of paper money that was issued by government; It increased the reliability for the businessmen; through this product the banking sector had increased; Credit card helped people to increase the purchasing power in the short run and also increase the standard of living of the people; Credit card also provided safety measures towards stolen of paper money; It has also a negative effect on economy that it increases the habit of credit. Banks issued Visa or Maser Cards that were organized as international franchises. Any bank or financial institution could become a member of these franchises by fulfilling certain obligatory criteria. They had to follow a certain common set of practices such as for instance: common standards for card-logo design, operating rules and etc, whereas the decisions on pricing, branding, positioning and customers acquisition strategies were up to the individual banks. Company Overview Citibank Asia – Credit Cards By the end of the 80s one of the major role player in the international banking markets was Citibank – the bank that was founded in 1812, in New York City and since this period it has recognized as a high quality, consumer oriented and reliable firm. Via expansion, standardization of product offerings, and advertising, Citibank has tried to build a global retail brand in financial services products. A basic assumption was that the financial services needs of individuals were similar worldwide. The branch banking business operations in 15 countries throughout the Asia Pacific and the Middle East deemed Citibank as a prestigious, consumer oriented international bank incontestable the incontestable leader in most marketplaces. Citibank’s mission in the Asia Pacific region was to be the most profitable and famous provider of a variety of financial services to upper and middle income market and rapidly growing middle income households in the regions. Strategy To increase earnings from 70 ml to 100ml in two years was set as a goal toward the head of Citibank’s Asia Pacific Consumer Bank.
Approximate Word count = 1622
Approximate Pages = 6.5
(250 words per page double spaced)
|
|
|
|
|
|