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Citibank Ebusiness Strategy For Global Corporate BankingIn 2001, Citibank's Cash and Trade Group division transformed itself into an e-business, with the strategic intent of converting money management business into an e-business framework. This case analyses how Citibank is using its traditional assets and integrating Internet activities into its e-business strategy to create sustainable competitive advantages. Another summary can be found here : http://www.ecch.cranfield.ac.uk/. You can also by the case text. Questions : 1) Define on basis of case text and browsing through the Citigroup-website (http://www.citigroup.com http://www.citibank.com) which major core processes and services are involved in this story on e-Business strategy . 2) What opportunities and threats does Citibank face ? Is Citibank able to cope with this opportunity in an e-business framework? What is your opinion on the "Internet-Ability" of the products and services offered ? (see also urf : http://www.GTNews.com/) 3) One of Citibank's challenges is managing vendors and suppliers of technology without allowing them to exploit its clients. Surf, navigate and "google" through url's like the ones mentioned below to find out about the different types of potential partners, competitors, new entrants, substitutes, other business mode1s like BPO (Business Process Outsourcing) or similar . 4) Citibank is serving two distinctly different market segments - MNCs and SMEs. How should Citibank manage the discrepant needs of the two market segments ? What should Citibank do to encourage clients to move their transactions on-line? 5) What is your opinion on the organizational processes related with the conversion of its traditional money management business into an e-businessframework ? How does Citibank transform its traditional assets into digital assets ? What issues, if any, do you envision that Citibank must overcome in order for the implementation to be successful ? "In the future, it won't be what your company can do, but what the network of companies you work with can provide." "Citi seeks alliances to accelerate in the e-Space" Mr Tom Edgerton, Alliances Head for Citibank eBusiness, 2000. http://www.citibank.com/e-business/homepage/newsroom/pr_azur.htm http://www.citibank.com/e-business/ |
