Strategic Business Plan for Citigroup

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BUS317
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Strategic Management
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STRATEGIC BUSINESS PLAN FOR CITIGROUP

Group Members:
Tan Poh Thin31116952
Thng Jiahua Amanda31116999
Khoo Hong Kah Brenda 31076612
Yeow LiQin 31128223
Yeow LiXian 31128241

Lecturer:Mr Frankie Yee
Unit Coordinator:Mr Ian Boudville
TABLE OF CONTENTS

1.EXECUTIVE SUMMARY1
2.CURRENT SITUATION1
2.1. External Environment1
2.1.1. Political & Legal2
2.1.2. Economic2
2.1.3. Sociocultural2
2.1.4. Technological3
2.2. Internal Environment3
2.2.1.Value Chain Analysis4
2.3. The Markets5
2.4. SWOT Analysis6
2.4.1. Implications of Assessment6
3.INDUSTRY ANALYSIS7
3.1. Industry Key Success Factors7
3.2 Porter’s 5 Forces9
3.2.1.Implications of Assessment10
4.COMPETITOR ANALYSIS11
4.1. Current Situation11
4.2.Immediate Issues to be Addressed by Citigroup12
4.3.Information Needed14
4.4.Competitive Positioning15
4.5.Competitors Likely Responses to Our Recommended Strategies16 4.6.Recommendations17
5.TARGET MARKET17
5.1.Introduction17
5.2.Proposed Transnational Segmentation Approach18
5.3.The Future20
6.OBJECTIVES20
6.1. Short Term20
6.2. Long Term21
7.Growth Strategies21
7.1. Ansoff’s Product/Market Expansion Matrix21
7.1.1.Market Penetration22
7.1.2.Product Development23
7.1.3.Market Development24
7.1.4.Diversification25
7.2.Evaluation of Strategic Options25
7.3.Boston Consulting Group Growth-Share Matrix27
7.4. GE Model28
8.COMPETITIVE STRATEGIES29
8.1.Expanding Citibank in US29
8.2.Developing Citibank’s Women and Co29
8.3.Integrating Smith Barney & Citibank30
8.4.Leveraging on Government Support30
9.IMPLEMENTATION31
9.1 Schedule & Budget31
10.EVALUATION & CONTROL32
10.1.Balanced Scorecard Analysis32
10.1.1. Financial Perspective32
10.1.2. Customer Perspective32
10.1.3. Internal Business Perspective33
10.1.4. Innovation & Learning Perspective33
11.REFERENCES34

1. EXECUTIVE SUMMARY
Having gone through the data provided, I have had the opportunity o make some firsthand observations of Citigroup though these are considered tentative at this stage. Within this report, there is an attempt to outline some key issues facing Citigroup and the recommended strategies which Citigroup should consider if it wants to achieve sustainable growth in the world market, 2. CURRENT SITUATION

The purpose of the assessment is to develop a capability profile of Citigroup and to determine the problem areas and opportunities for improvement before we attempt to implement planned marketing strategies. 2.1. External Environment

2.1.1. Political & Legal
a) Government barriers in expanding overseas –Citibank might face difficulties in expanding into US due to highly regulated environment b) FDIC Rules and Regulations- Might also faced problem in its global strategy due to government barriers c) Strong US government backing- Citibank could seek aid on the strong US government support though it is not healthy for banks to do so d) Deregulating federal laws

2.1.2. Economic
a) Inflation rates- Wages are restrained, consumers overall spending power are affected which results in lower economic benefit for the banking industry b) Global GDP trends- Economic growth are slow and lesser then expected c) Unemployment levels- Unemployment rate likely to be high 2.1.3. Sociocultural

a) Generation Y - Citibank would need to focus on targeting the Gen Y consumers in the long run b) Ageing population
c) More woman in workforce
d) Wide varieties of products- Develop a business strategy to widen the variety of products and increased benefits to cater to different lifestyles and needs e) Convenience...
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