Citibank was considering launching credit cards in Asia Pacific markets. They analyzed strengths, weaknesses, opportunities and threats in various countries. Their mission was to serve the growing middle class. They decided to enter markets like Taiwan, India, Indonesia and Malaysia by targeting different customer segments. They chose not to enter Korea due to regulations.
1. Citibank: Launching the Credit Card in Asia Pacific Erica Baumann Paul Davis Nathan Hahn Rebecca Leeds Lauren Lettieri
2. Overview: Geography of Asia Pacific The Nature Conservancy: http://nature.org/wherewework/asiapacific/
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5. Overview: Citibank in Asia Pacific 1978-1989 1986 : Begins a period of growth in Thailand and the Philippines 1982 : Acquired Diners Club in Thailand 1978 : Citibank’s Asia Pacific Consumer Bank had established its consumer business in Asia 1981 : First foreign bank to enter the local trade finance market in Taiwan 1983 : Citibank enters the credit card market in Hong Kong 1989 : Malaysia and Australia have saturated credit card market 1989 : Talwar reintroduces the idea of a credit card launch in Asia-Pacific
