Consumer Bank considered the options of starting a charge card within the Asia Off-shore region. The bank's New You are able to headquarters, and many of their country managers in the area, weren't passionate. But others were encouraging due to the chance to grow the bank's subscriber base in the limited branch expansion permitted by local law. Students come to a decision, and when a try decision is created, they exercise an extensive 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?