Research into marketing success of Citibank Credit Cards

Research on How Citibank Competes in the Competitive Credit Card Market and How it Successfully Captures the Market Share

Student 's Name

Student 's Number

Due Date

Supervisor 's Name

October 2008

Abstract

Research indicates that a wide variety of payment options is enjoyed by very many people in this twenty first century . They include money s , personal checks , cashier 's check , credit cards and debit cards This is dealing with credit cards as a payment system and its effectiveness . It critically attempts to explore the success and

br challenges faced by Citibank in its effort to market credit cards since it has become a competitive market over the past few years Technological advancement has played a big role in the effectiveness of credit cards as a payment system . As E-commerce blooms , there is a dire need for payment system that is effective , faster , reliable and easy to transact . Indeed , the Credit Card market has in fact become a more reliable market place of services and goods and this needs banks that provide secure , easy and fast means of transacting business . This has recommendation on mechanisms that need to be incorporated as part of the Citibank 's scheme to combat problems emanating from the use of credit cards such as fraud

Table of Contents

TOC \o "1-3 " \h \z \u HYPERLINK \l "_Toc3 " 1 .0 Introduction PAGEREF _Toc3 \h 5

HYPERLINK \l "_Toc4 " 1 .1 Citibank 's Pro PAGEREF _Toc4 \h 6

HYPERLINK \l "_Toc5 " 1 .2 Background to...