Citibank Case Study

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Citibank Case 03/18/2012 This case overviews Citibank’s e-Business strategy to become even more of a global banking giant in response to customer needs for integrated corporate e-banking platforms. Citibank faced many difficulties in attempting to serve clearly distinct groups of clients, small and medium enterprises as well as multinational corporations. In addition to the external factors facing the firm, this case outlines the internal tribulations Citibank saw due to its exposure to faulty mortgages, and the need to reduce costs. Perform a STEEP analysis to understand the general environment facing Citibank. How will Citibank be affected by external factors? In particular what is the affect of the internet on the banking industry and Citibank? Social/Demographic- Citibank saw an increased use of web based technologies worldwide that in turn increased concerns about data security. This concern led to an investment from Citibank in more secure IT infrastructure. Also with the increasing widespread ease of access to the internet, Citibank saw a growing need for an upgrade in their online services. Technological- A boost in a global reliance on IT and the birth of web based solutions in the early 2000’s elevated Citibank’s need to diversify its portfolio offerings. Economic- At the time of the global current crisis that we still see relevance of today, it put significant downward pressure on interest rates as treasuries around the globe adjusted their rates. This was bad news for Citibank revenues as the global crisis forced the firm to record losses. With that came expected stock plunges, this put even more pressure on Citibank to rethink its strategies to avoid buyouts, bailouts, and takeovers. Environmental- Geographic borders became less and less a factor in the global economy with increased technology that boasted a globalized
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