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Citibank

Citibank


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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule für Wirtschaft Berlin (MBA department), Veranstaltung: Marketing Analysis an Policy, Sprache: Deutsch, Abstract: Die zu Grunde liegende Fallstudie "Citibank: Launching the Credit Card in Asia Pacific" beschreibt die Überlegungen der Citibank, eine Kreditkarte im asiatisch-pazifischen Raum einzuführen. Ziel dieser Arbeit ist es, die Situation zu analysieren, Lösungsoptionen herauszuarbeiten und die favorisierte Lösung durch Details zu untermauern. Diese Arbeit beantwortet die Frage, ob die Einführung einer Kreditkarte in Asien für die Citibank sinnvoll ist oder nicht. Die empfohlene Entscheidung wird durch eine Länderanalyse begründet. Weiterhin wird die Positionierung der Kreditkarte und die Markteintrittstrategie und -reihenfolge diskutiert. Die Citibank wurde im Jahr 1812 in New York gegründet. Sie war zunächst eine reine Geschäftsbank, die Unternehmen mit Kapital versorgte. 10 Jahre später erfolgte die Öffnung für Privatkunden. Durch die Fusion mit Travellers Group im Jahr 1998 zur Citigroup wurde die Citibank Teil des weltweit größten Finanzdienstleisters. Die Citigroup hat eine Marktkapitalisierung von $211 Mrd. und ist damit in der Liste der wertvollsten Unternehmen auf Platz 6 (Stand 2002). Citigroup erzielte 2002 einen Gewinn von $15,3 Mrd. und war somit das erfolgreichste Unternehmen der Welt. In Asien ist die Citibank seit 1902 tätig (Shanghai, Hong Kong, Calcutta, Yokohama, Manila, Singapur). Im Jahr 1989 war sie in 15 Ländern dieser Region mit Geschäftsstellen präsent und galt als eine angesehene, kundenorientierte Bank.


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Product Details
  • ISBN-13: 9783638700443
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 100 gr
  • ISBN-10: 3638700445
  • Publisher Date: 19 Jul 2007
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Sub Title: Launching the Credit Card in Asia Pacific - Bearbeitung der Fallstudie
  • Width: 148 mm


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