Introduction Citibank's Asia Pacific Consumer Bank has thought of launching credit card business as a way of growing future revenues. Card could prove to be excellent way to overcome distribution limitations imposed on Citibank, on the other hand, the management of New York questioned the wisdom of issuing cards in the markets. Now Citibank Asia Pacific Consumer Bank has to establish plausible strategies for issuing cards such as positioning, pricing and how to launch in …
showed first 75 words of 1383 total

showed last 75 words of 1383 total
…credit card with card holder's face picture for the identification. Third, Citibank can issue cooperate cards through strategic alliances with prestigious companies such as Hutchson in Hong Kong, Singapore Telecom in Singapore and Tata-group even in India. As a result, Citibank can obtain more business executives as their new customers. Through these marketing mix and strategies, Citibank can successfully launch credit card business in Asia Pacific, keeping the brand image prestigious and bringing incremental earning.