Citibank Business Level Strategy

Aside from the financial benefits Citreous would gain from the sale of “its supreme consumer loan unit”, the article also mentions that such transaction is part of Agitprop’s long-term plan to focus on providing banking revise to more “affluent customers” in the U. S. The word “affluent” caught my attention because it immediately made me think Of exclusivity, which is part of a differentiation focus in a company. With that thought in mind, I searched for an article I had read earlier this week from USA Today regarding a lucrative partnership between Cit, Visa, and Cost.

The agreement was a result of a failed attempted by American Express to continue its long-term partnership with Cost of being its exclusive credit card partner for more than a decade. The partnership between the three influential companies purport the idea of Cities future focus of becoming more selective of who they will provide its products and services. Reading these articles along with the information I have collected for my individual project has given me a more clear understanding of the reason why Citreous sold its Citibank branches in Texas.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

It seems like the company is shifting from a maturity stage to a decline stage of the industry life cycle. The recent sales of TV major divisions and the refocusing of strategy to target more affluent clientèles is part of an overall objective to consolidating its position rather than exiting completely. At the same time, competition among other financial institutions is extremely intense and therefore, it must refocus its strategy to defend its market share.

Articles: New York Times: “Citreous to Sell Its Supreme Lender Monomania to Springiest for $4. 25 Billion” http://www. Anytime. Com/2015/03/04/business/deadlock/ citreous-to-sell-its-supreme-lender-monomania-to-springiest-for-4-25- billion.