Marketing Audit

The other reason is that Asia Pacific region is not that stable as compared to Western and European countries and launching credit card system would be a risk which can create fraud and other losses for the bank . Infrastructure for the credit card system is another cost involved for Citibank which can 't be accounted in success for the bank . In to operate and manage credit card system , Citibank would definitely need well qualified employees which would be pretty difficult to hire in Asia Pacific region . The other failure with the credit

card system for Citibank in Asia Pacific region is that the region comprises of people of different religions i .e . Muslims , Christians and Buddhists and catering needs of the 3 segments might not be an easy job for the bank . Different religions have different perspectives yet it won 't be feasible enough for Citibank to launch the credit card system in Asia Pacific . Penetrating into saturated market of Singapore and Indonesia is another failure for Citibank Credit card system

Plans and recommendations Citibank management must consider as next step

As mentioned above , a plan has always some good as well as some bad points . Good points makes the decision maker go ahead and take the decision but due to the bad points , the decision maker has to think twice and reconsider the decision by giving a thorough look and analyzing what could possibly be the best for the business . In this case , Rana Talwar who has been the head of consumer banking in Asia Pacific region is considering the idea of launching credit card system for the entire region but the idea or the plan is surrounded by positive as well as negative aspects . In to get approval for this venture to take place and the credit card...