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Citibank: Launching the Credit Card in Asia Pacific (A)
內容大綱
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.
涵蓋主題
- Product introduction
- Pricing strategy
- Branding
- Global marketing
- Marketing strategy
- Incubators
- Banks and banking
- Strategy execution
- Product positioning
- International business
- Business expansion
- Customer relationship management
- Consumer credit
- Advertising
- Customer-centricity
- Value creation
- Business law
- Service management
- Business and government relations