Consumer Bank contemplated about the opportunities of introducing a credit card in the Asia Pacific region. The bank's New York head offices, and a number of its country suoervisors in the area, were not excited. But the rest were accommodating because of the chance to develop the bank’s customer base from restricted branch growth that was permissible by the local regulations. Students will reach a final conclusion, and if a ‘go’ choice is opted for, they will chalk out a detailed launch design.
Examine consumer behavior is the credit card category. What are some of the cross-cultural differences pertaining to this category?
What are Citibank’s strengths and weaknesses as a brand in Asia Pacific vis-à-vis the US? Is it a global brand? Why or why not?
Evaluate the research in the case. What has been learned? In your opinion, what additional information is required to determine whether Citibank should launch the credit card or not?
Should Citibank launch the credit card or not? What are the qualitative and quantitative reasons for either of the two recommendations?
What should be the segmentation and positioning strategy and what should be the marketing mix if you recommend that Citibank launches the card?
In general, what specific elements of the marketing mix are more/less easily standardizable across different cultures?