Integrated Global Marketing Case Study

2147 Words9 Pages
Citibank The company that the student has chosen is Citibank. Citibank is one of the largest financial services companies in the world. Citibank and subsidiaries employ over 260,000. The organization offers a wide range of financial services to consumers, business and governments around the word. Citibank has domestic and international banking operations with over 200 million customer accounts in over 100 countries. It has over 1,700 branches and is partnered with Grupo Financiero Banamex, that has an additional 1,400 branch network thought Mexico and Latin America. “Our Mission: Citi works tirelessly to serve individuals, communities, institutions and nations. With 200 years of experience meeting the world's toughest challenges and seizing its greatest opportunities, we strive to create the best outcomes for our clients and customers with financial solutions that are simple, creative and responsible. An institution connecting over 1,000 cities, 160 countries and millions of people, we are your global bank; we are Citi. The Four Key Principles: These are the values that guide us as we perform our mission. Common Purpose One team, with one goal: serving our clients and stakeholders. Responsible Finance, Conduct that is transparent, prudent and dependable. Ingenuity Enhancing our clients' lives through innovation that harnesses the breadth and depth of our information, global network and world-class products. Leadership Talented people with the best training who thrive in a diverse meritocracy that demands excellence initiative and courage.” (Citigroup.com, 2012) The plans of the bank are to bring its services to the world by “helping citizens strive to achieve, businesses seize opportunities and drive growth, and governments create the conditions for success” (Citigroup, 2012) Citi’s Use of Information Sources The information gathering systems that
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