Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Students make a decision, and if a go decision is made, they work out a comprehensive launch plan.
Examine consumer behavior is the credit card category. What are some of the cross-cultural differences pertaining to this category?
What are Citibank’s strengths and weaknesses as a brand in Asia Pacific vis-à-vis the US? Is it a global brand? Why or why not?
Evaluate the research in the case. What has been learned? In your opinion, what additional information is required to determine whether Citibank should launch the credit card or not?
Should Citibank launch the credit card or not? What are the qualitative and quantitative reasons for either of the two recommendations?
What should be the segmentation and positioning strategy and what should be the marketing mix if you recommend that Citibank launches the card?
In general, what specific elements of the marketing mix are more/less easily standardizable across different cultures?