Citibank
There are many key questions that need to be answered in this decision. Although the foremost important question is should Citibank launch the card product in the Asia Pacific Rim and in what particular countries The answer we came up with to this question is a yes to all of the countries with the exception of Korea. Another key question is: How should the card be launched to certain countries based on marketing and economic information The key question here becomes: How do we convince our country managers to accept the product, while at the same time convince the companys U.S. headquarters to accept the project. We will provide our analysis on a country-by-country basis ending with a total breakeven analysis. India, Indonesia, Malaysia, Philippines, Singapore, Thailand and Taiwan (yes launch). The economies of these countries are growing at a very rapid pace. These countries also have a low per capita income, yet this is due to the fact that wealth is basically based upon the extremely rich, upper middle and emerging middle classes. Citibanks added value services in these countries already include the innovative NRI program; this program helped Citibank develop relations with the Indian government by helping its
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