Ivey Publishing
Citibank India Credit Cards: Strategy for Profitable Growth
Product Number:
9B14A016
Publication Date:
05/30/2014
Revised Date:
05/22/2014
Length:
17 pages (11 pages of text)
Product Type:
Case (Field)
Source:
Ivey/ISB
The target market of Citibank cards in India was aligned with the profitability objectives of the company. However, if it continued with its current strategy, it faced the risk of being a niche player in a growing market and losing the profit potential from other segments and geographies in the near future. The CEO needed to reconsider the target market and finalize a marketing strategy in the face of the changing composition of the marketplace, the competition and the commercial imperatives of the credit card business. This was a critical decision that would have a long-term impact on resource deployment and budgeting.
Learning Objective:
This case would ideally be used in a core marketing course or an elective in marketing strategy in order for students to:
  • Derive the size and profit potential of market segments using quantitative and qualitative data.
  • Understand the trade-offs related to different levers of driving profits in a credit card business.
  • Calculate consumer lifetime value and figure out its marketing implications
  • Deliberate on the different considerations while exploring a change in marketing strategy, such as evolution in product life cycle and consumer behavior; competitive forces; and corporate goals and core competence.
  • Develop a strategic marketing perspective and apply it to generate and evaluate choices in marketing strategy.
Issues:
Disciplines:
Marketing,  International
Industries:
Finance and Insurance
Setting:
India, Large, 2013
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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