Case Name :      Citibank India Credit Cards: Strategy for Profitable Growth

Authors :           Jaydeep Mukherjee, Sanket Kawde

Source :             Ivey Publishing

Case ID :            W14184

Discipline :        Marketing

Case Length :    17 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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.