1.

Competitive Overview
According to Forbes.com, Citigroup is the 8 th largest bank in the whole
world, measured by a composite score of revenues, profits, assets and
market value. Citigroup was the largest company and bank in the world
before the global financial crisis in 2008. Citibank suffer great loss during
the recession and the competitors took over Citigroup place such as
JPMorgan Chase, Wells Fargo and HSBC Holdings.
Comparing Citibank to its competitors, the saving account interest rates
and monthly fees are quite similar; the difference is the minimum balance
requirement where Citibank charges a relatively high amount ($500)
whereas others competitor charges a much more lower fee or not charging
at all.
For checking account, Citibank and its competitors interest rate and
monthly fees are about the same. Citibank does not charge fee when
customer withdraw from an ATM owned by another bank whereas its
competitor will charge $2 fee for using an out-of-network ATM.
2. Comparison between different financial institution
United
Citibank
HSBC
Wells
BOA
States
Fargo
Bank
Banking
Y
Y
Y
Y
Credit
Y
Y
Y
Y
Cards
Lending
Y
Y
Y
Y
Investmen
Y
Y
Y
Y
t
Insurance
Y
Y
Y
N

AE

Chase

N
Y

Y
Y

N
N

Y
Y

3. Strength and weakness of a company

The strength of Citibank is Citibank has a strong brand name with great
reputation. Citibank also has a great financial position, has been able to
raise deposits and give good loans. Citibank has various types of
customers from different countries and industries, therefore lowering the
risk of bad debts. Hence the bank could always receive the money they
lend out and maintain their financial position.
The weakness of Citibank is the bank depends a lot over the US market as
compared to other banks. Citibank has shown low activities and lesser kind
of products and services offered to customers in other countries beside US.
4. The total revenue, net of interest expense for Global Consumer Banking
in 2014 is $36.017 million.
5. Citibank uses all types of media vehicle to advertise. They use
a. broadcast vehicles such as national network,
b. print vehicles, such as newspaper or magazines,
c. digital vehicles, such as social media or website, and
d. other types of vehicle like buses, billboards and benches
to promote their services.
6. The advertising message for Citigroup is Citi never sleeps.

7. Advertising expenditure for Citigroup in 2014 is $1.844 million.

8. Citigroup 2015 goal
Citigroup long-term goal:
1. enhance its position as a leading global bank for institutions and
individuals by building on its unique global network, deep emerging
markets expertise, client relationships and product expertise.
2. positions the firm to seize opportunities provided by current trends
(globalization, digitization and urbanization) for the benefit of clients.
3. further its commitment to responsible finance.
4. Strengthen citis performance-including gaining market share with
clients, making citi more efficient and productive, and building upon its
history of innovation
5. Wind down citi holdings as soon as practicable, in an economically
rational manner.
The new CEO of Citigroup, Michael Corbat announced in 2013 that he hope
to earn a return of 10% on tangible common equity in 2015. Moreover
return on assets is expected in the range of 0.9% -1.1%. To achieve the
goal, Corbat has planned to restructure, reduce or exit some of the
operations in 21 markets globally to enhance returns. These markets
include Citis business operations where the firm records less than 10% of
total revenues and earn less than 0.4% assets.
One of the goals Citigroup set in February 18, 2015 is that they will lend,
invest and facilitate $100 billion in the next 10 years to finance activities
that reduce the impacts of climate change and create environmental
solutions that benefit people and communities.
http://www.citigroup.com/citi/news/2015/150218a.htm
http://www.zacks.com/stock/news/94109/citi-sets-financial-goals-for-2015
http://smallbusiness.chron.com/media-vehicle-advertising-80161.html
http://www.argylejournal.com/chief-marketing-officer/right-person-rightmessage-right-time-citibank-leverages-targeted-content-to-connect-withcustomers/
http://www.citigroup.com/citi/about/mission-and-value-proposition.html
http://www.citigroup.com/citi/about/citi_at_a_glance.html