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Subject category: Marketing
Published by: Asia Case Research Centre, The University of Hong Kong
Originally published in: 2002
Version: 7 June 2002
Length: 13 pages
Data source: Published sources

Abstract

In 2001, Citibank''s Cash and Trade Group division transformed itself into an e-business, with the strategic intent of converting traditional money management business into an e-business framework. The case discusses how Citibank is using its traditional assets and integrating Internet initiatives into its e-business strategy to create sustainable competitive advantages. Competition in the cash and trade business is becoming intense and a new breed of competent and aggressive competitors is vying for the market, including technology companies interested in B2B e-payment. Citibank is responding to the competition by continually evolving its e-business strategy - connect, transform and extend. This case also looks into the challenges that Citibank e-Business Group is facing in developing a single global web-platform for the corporate market. The focus is on how Citibank is developing an e-business product that would serve the highly segmented market and how to encourage these markets to use a global single platform on-line. At one end of the spectrum are multinationals and top-level domestic corporates that operate sophisticated treasuries, and at the other end are companies and small- and medium-sized businesses that are not yet ready to upgrade and transform their systems.

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Abstract

In 2001, Citibank''s Cash and Trade Group division transformed itself into an e-business, with the strategic intent of converting traditional money management business into an e-business framework. The case discusses how Citibank is using its traditional assets and integrating Internet initiatives into its e-business strategy to create sustainable competitive advantages. Competition in the cash and trade business is becoming intense and a new breed of competent and aggressive competitors is vying for the market, including technology companies interested in B2B e-payment. Citibank is responding to the competition by continually evolving its e-business strategy - connect, transform and extend. This case also looks into the challenges that Citibank e-Business Group is facing in developing a single global web-platform for the corporate market. The focus is on how Citibank is developing an e-business product that would serve the highly segmented market and how to encourage these markets to use a global single platform on-line. At one end of the spectrum are multinationals and top-level domestic corporates that operate sophisticated treasuries, and at the other end are companies and small- and medium-sized businesses that are not yet ready to upgrade and transform their systems.

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