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Citibank’s E-Business Strategy and Competences Report

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Updated: Sep 15th, 2019

Executive Summary

Citibank has incorporated the use of e-business in its operation so that it can meet the needs of its customers and to withstand the market pressures which have been changing drastically. this paper has established the main capabilities and core competence of the bank, determined the bank`s strengths and weakness using SWOT analysis and explored on the competitive advantage which the bank is enjoying in the industry.


Citibank is among the leading banks in the Unites States. Due to its good reputation and competitive pressure the bank has started an expansion programme to other countries especially in the Middle East. The bank has also faced a lot of challenges in meeting the needs of its consumers due to the changes in technology which the world is currently facing. As a result therefore the bank has incorporated e-business strategies which aim at improving its operations and at the same time satisfy the needs of its customers.

Citibank Main Capabilities and Core Competence

Citibank is the only bank in the globe whose bankcard uses the local currency and language of the country which the bank is situated in. The bankcard is readily accepted for purchases, corporate travel, and conducting many other transactions around the globe (Citigroup.com, 2011). The bank uses e-business strategy which makes it easy for its customers to acquire transaction information that enhance the customer’s capability to manage their business capital strengthening the business.

Citibank is a core competent bank and as a result of this its customers always receive value from this added advantage. The bank employs sophisticated mechanisms which aim at improving their operational efficiency so as to satisfy the needs of their consumers. With its multi-skilled staff, use of latest technology and good management strategies, the bank has been able to achieve its targets and at the same time satisfy the needs of its customers. As a result, Citibank is among the most successful banks in the globe.

SWOT Analysis for Citibank

To ensure the success of the company a firm has to have a stable internal and external environment (Gibbert, 2010). This has been the main focus of Citibank for all the years it has been operational a factor which has made the bank to be successful.

The internal factors which affect the operations of the bank can be classified either as being strengths (S) or weaknesses (W) while the external factors which affect the running of the bank can be classified as either opportunities (O) or threats (T). The study of strategic environments which affect an organization is best known as SWOT. This analysis can be used to determine the strengths and weaknesses of a company and how they can be utilized to create a competitive advantage for the company.

Citibank over the years has developed a lot of strengths as compared to weaknesses (Johnston, 2000). It has got a strong brand name with a lot of loyal customers who bank exclusively with the bank.

These customers have been loyal to Citibank because of the good services provided by the bank. The employees of the bank treat the customers with a lot of respect and care. The bank has also incorporated the use of information technology in the running of operations. This ensures that transactions are conducted at a faster rate and with a lot of accuracy.

Thus ensures that the overall results are almost free from error an evidence of transparency and accountability at the bank. Despite the strengths which the bank is enjoying, there are also some weaknesses which it is facing. This includes a high cost structure to sustain the expenditure which the bank is facing. The bank experiences a lot of costs in it running which range from salaries of employees, rent, bills, interests and so on.

Citibank`s Competitive Advantage

Citibank has a competitive edge over many other banks in the industry due to its strategic planning (Ogbor, 2009). The bank has got a clear understanding of its market. It spends a lot of time and money conducting research so as to know the needs of their customer.

This is important because the needs of customers are dynamic and in order to satisfy them you have to keep up with the pace of this change. Citibank was among the first banks to introduce master cards to its customers. It has many special offers, attractive rates and different forms of accounts so as to accommodate different types of customers into their system.

The bank is also keen on moves and strategies which its competitors are employing so that it can come up with better ways of outcompeting them (Ward et al, 2005). In order to grow, the bank learns from the mistakes it has done in the past and comes up with means of changing its weaknesses to strengths. At the same time, the bank utilizes the weaknesses of its competitors to its advantage by acquiring their customers and offering them better services which their previous banks failed to offer hence retaining them.


Citibank is working hard to keep up with pace of the changing market trends and needs of customers. That is why it has come up with a lot of mechanisms and strategies so as to maintain its brand name and reputation. The bank has embraced the use of information technology in its operations especially the use of e-business. The strategy has been successful since the bank has maintained its customers and position in the banking industry.


Citigroup (2011). Overview and Global Capabilities. Web.

Gibbert, M. (2010). Strategy Making in a Crisis: From Analysis to Imagination. New York, Edward Elgar Publishing.

Johnston, M. (2000). The Tumultuous History of the Bank of America. London, Beard Books.

Ogbor, J. (2009). Entrepreneurship in Sub-Saharan Africa: A Strategic Management Perspective. Johannesburg, AuthorHouse.

Ward, K., Kakabadse, A. and Bowman, C. (2005). Designing World Class Corporate Strategies: Value-Creating Roles for Corporate Centres. Manhattan, Butterworth-Heinemann.

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IvyPanda. "Citibank's E-Business Strategy and Competences." September 15, 2019. https://ivypanda.com/essays/citibanks-e-business-strategy-for-global-corporate-banking/.


IvyPanda. 2019. "Citibank's E-Business Strategy and Competences." September 15, 2019. https://ivypanda.com/essays/citibanks-e-business-strategy-for-global-corporate-banking/.


IvyPanda. (2019) 'Citibank's E-Business Strategy and Competences'. 15 September.

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