The target market of the Citibank cards in India was in sequence along with the profitability aims of the business. Yet, if it continued with its current strategy, it confronted the danger of losing the profit potential from various other sections and geographies in the near future and being a true niche player in an increasing market.
The CEO was required to give due diligence to the target market and must finalize the marketing strategy in the face of altering composition of the competition, the marketplace along with the commercial imperatives of the bank card business. It was a critical decision that would have a long-term impact on budgeting and resource deployment.
PUBLICATION DATE: May 30, 2014 PRODUCT #: W14184-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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