Executive Summary
Citibank (Hong Kong) Limited is a licensed bank incorporated in Hong Kong
with a staff force of more than 4,000. Like all other banks, Citibank offers
various types of bank accounts options, loans and credit cards to both
corporate and consumer clients. In addition to offering retail banking
services, Citibank specializes in a wide range of investment products
(including mutual funds, bonds, foreign currency trading and stock trading) and
insurance products.
There are many risks and uncertainties for the growth of business,
including competitors in the industry, market acceptance of new products and
services, changes in governmental regulations and costs associated with
activities, interest rates, fluctuations in currency exchange rates and other
factors
This report is focusing on analysis and forward-looking recent business
and improvement of competitive strategies for Citibank HK. It is based on
current expectations, estimates and projections about the factors that may
affect their future performance.
Strategic analysis process will be applied to examine the current situations
which provide overview of an organization’s ‘external environment’ in order to
identify ‘Opportunities and Threats’, as well as ‘Strength and Weaknesses’ of ‘internal
environment’. In which, tools of “SWOT’ is required to perform such analysis:
SWOT - is a tool for auditing an organization and its environment. It is
the first stage of planning and helps marketers to focus on key issues. SWOT
stands for Strengths, Weaknesses, Opportunities and Threats.
Table of Content
Page no.
Cover Sheet & Cover Page of the Report 1
- 2
Executive Summary 3
1.
Introduction 5
2.
Current strategies 5
- 6
3.
Comment on the success of the strategy in teams of a
financial analysis 7
4.
Current Competitive advantages 8
5.
Recommendation 11
6.
Reference List 13
7.
Appendix 14
