Case Name :      Citibank Argentina

Authors :           Bodo B. Schlegelmilch, Kussai El-Chichakli

Source :             Ivey Publishing

Case ID :            99A031

Discipline :        Strategy

Case Length :    29 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Citibank Argentina faces a number of questions about how to develop its future strategy in its credit card business. Citibank is the most successful foreign bank in Argentina and is number one in the country’s credit card business. To defend its position as leader, Citibank has to maintain its role as driver of the business, given that aggressive competition from American Express and others can be expected. However, intensifying competition involves increasing pressure on margins and the need to tap new (and less secure) market segments to achieve the growth target.