Citibank Ecommerce Essay

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STRATEGIC MANAGEMENT MGM 5160 Semester 1, 2012/2013 SCL #7- Global Corporate Strategy Lecturer: Dr. Mazlan Hj. Hassan Group Members: 1. Mohd Hafizi Bin Abdul Fatah GM04509 2. Alvin Ooi Kim Seong GM04760 3. Dato’ Haji Abdul Razak Bin Abd. Ghani GM04914 4. Mohd Durrani Bin Najmuddin GM04603 5. Jaya Kothandapani S/O S. K. Baluraji GM04607 Question 1 Perform a STEEP analysis to understand the general environment facing Citibank. How will Citibank be affected by external factors? In particular what is the effect of the internet on the banking industry and Citibank. STEEP | External factors | Social-cultural | (a) Diverse group of customer :-Demand for banking products diverse from consumers with different needs ranging from retail to corporate. To respond to diverse range of products would require additional CAPEX and floor space. (b) Educational background :- Level of education influences consumer behavior towards risk. Financial literacy higher among population with higher level of education. As such, demand for sophisticated and varied credit products increases. (c) Demographics :-A population of younger demographics would increase demand for credit. Risk taking tends to decrease with age. Thus, favorable to the industry and Citibank as a whole. | Technological | (a) Internet banking :-With internet banking [CRM], customers are connected seamlessly anywhere in the world. Thus, increases customer reach and convenience. (b) ICT :-Reduces respond time to customer demand, invariably increases customer satisfaction. | Economic | (a) Impending global credit crisis :-Sub-prime crisis in 2007 was detrimental to Citibank’s bottom line and rendered the bank to the point of a government bailout to avoid insolvency. (b) Weak global growth :-IMF expect growth to remain weak in 2013 having Europe
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