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19392. Citibank: Launching the Credit Card in Asia Pacific (A) Harvard Business School Case Study Solution 9-595-026. This paper provides a case study solution of this international marketing case study that focuses on Citibank and its decision about whether or not to launch a credit card in its 15 Asia-Pacific country markets and if so, what business strategy it should use to support the launch. The analysis focuses on five areas: 1) The decision on whether or not to launch the card into the markets, considering the pros and cons of doing so; 2) How Citibank should position its card, assuming a decision to launch is made; 3) Consideration of which countries to enter first, and which countries to avoid; and 4) How Asia Pacific Consumer Bank head Rana Talwar should convince his country manager and headquarters to accept the product; 5) Assuming the card is not launched, how can the bank achieve its $100 million earnings target? APA Style. 8 pages, 10 footnotes, 3 bibliographic sources. 2,578 words.

TAGS: Citbank Asia Pacific Bank Harvard business case solution, marketing services, credit cards, consumer banking, market entry, new product launch.

  $56


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