NAGINDAS KHANDWALA COLLEGE

-: Guided By :Mrs. Shelaja

Acknowledgement
We are very thankful to everyone who all supported us for completion of our project effectively and moreover on time. We are equally grateful to our teacher Mrs. Shelaja. She gave us moral support and guided us in different matters regarding the topic. She had been very kind and patient while suggesting us the outlines of this project and correcting our doubts. We thank her for her overall support. Thanking you.

Efforts Made By: Dimple Dhabalia Ishita Gandhi Sneha Kamdar Jinal Mistry Tanvi Sawla Vishakha Shah 311 315 323 327 339 346

Content
Sr No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Introduction History Powers of Citibank Vision of Citibank Raising Ethical Issues Cash Management SWOT Analysis PEST Analysis Case Study Conclusion Bibliography

Particulars

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Citibank

Introduction
Citi began operations in India over a century ago in 1902 in Kolkata Citi is the largest foreign direct investor in financial services in India with a total capital commitment of over US$4 billion in its onshore banking and financial services business and its principal and alternate investment programs As promoter-shareholder, Citi has played a leading role in establishing important market intermediaries such as depositories, credit bureau, clearing and payment institutions Citi operates 42 full-service Citibank branches in 30 cities and over 700 ATMs across the country Citi is an employer of choice to about 7000 people Citi is the preferred banker to more than 40,000 small and mid-sized companies across India Citi helped lay the foundation of the Indian software industry by establishing Citicorp Overseas Software Limited and Iflex Solutions Limited. Citi pioneered the ITES industry in financial services through Citigroup Global Services Limited (CGSL). Oracle acquired Iflex in 2005 and CGSL was acquired by Tata Consultancy Services in 2008.

Citibank

History
On June 16, 1812, with $2 million of capital, City Bank of New York (which is now known as Citibank) opened for business in the City of New York in the United States to serve a group of New York Merchants. First headed by Samuel Osgood, and taken over by Moses Taylor, it became the largest bank in the United States by holdings as of March 2007. Citibank is now the corporate and consumer banking arm of Citigroup. Citigroup was previously known as First National City Corporation in 1968 and was renamed as Citicorp. In 1998, Citicorp merged with the Travelers Group to form Citigroup Inc. Citibank. Under the trademark of Citigroups umbrella, includes Citibank, CitiFinancial, Primerica, Smith Barney, Banamex, and Travelers Life and Annuity. Citicorp and Travelers Group $70 million merger resulted in Citicorp, the 2nd largest commercial bank at that time and Travelers Group which was a leading insurance and investment banking company. Previously, Citibank was also involved in the Enron Litigation. In 2002, Salmon Smith Barney was under investigation for involvement in the Enron Corporate fraud. April 28, 2003 brought an announcement by Citigroup that Citigroup Global Markets Inc. (formerly known as Salomon Smith Barney) had reached an agreement to resolve outstanding investigations. On July 28, 2003, Citigroup agreed to pay a $130 million fine to the Securities and Exchange Commission and the New York State. As a result, Citigroup will not be liable for any wrongdoings. Citibank has been known worldwide for being one of the largest commercial banks, spanning across six continents and over 100 countries. Together with its 200,000 over employees, it continues to be a major player in the banking industry. Despite this, due to the constantly changing environment and also the rapid increase in knowledge workers in the society, upward potential and mobility for Citibank to grow is almost limitless. As Charles Darwin, father of the theory of evolution, once said, It is not the strongest species that survives, but the species most adaptive to change. The same goes to the banking and finance industry. Therefore Citibank must not only be the leading pioneer in innovation of financial services but it must also be sensitive to the changes in the current global and local environment. Due to a globalizing world, competition has increased in the banking and finance sector. This forces governments worldwide to loosen the regulations concerning this sector enabling foreign banks to further penetrate into the local market. We can see that Citibank is exploiting these advantages by establishing four more branches in peninsular Malaysia. It is expected that local barriers and regulations will continue to be removed. Therefore Citibank should continue to be on the lookout for opportunities to further reach out into previously impenetrable target market.

Citibank

Powers of Citibank
In addition to its powerful investment advice and consulting services, our clients can take advantage of the broad services available through Citis global scope and resources. Our Retirement Benefits Advisory Group develops comprehensive pension solutions through a focus on key corporate finance metrics. Our team reviews the impact of a sponsor's pension on their balance sheet and cash flow position; then, develops alternatives to managing risks holistically by looking at both the assets and liabilities. Strategies to help eliminate liabilities completely include liability-driven investing (LDI), development of contribution policies and analysis of close-out opportunities. Global Transition Management is a full service provider of transition services and one of the only organizations of its kind to couple a world-class global capital markets franchise with an industry-leading custodial and securities-transaction business. These services can be leveraged to make your transition to Citi Institutional Consulting even easier. As a world leader in benefit and compensation plan services, Citis Corporate Client Group can help your company manage its stock option, stock purchase and nonqualified executive compensation plans. Our family office professionals are knowledgeable regarding the complexities that often accompany substantial wealth. We work with leading professionals across Citi to craft and implement an integrated financial plan that encompasses investment advice, philanthropic consultation, estate and financial planning, lending, risk management strategies, art advisory and alternative investments. This extensive platform enables us to access unmatched resources that address both your personal and financial priorities. Working with our Philanthropic Services, Citi Institutional Consulting can help charitable foundations and endowments refine their development strategies or offer planned giving services to major donors. Citi Alternative Investments is an affiliate of Citigroup Global Markets Inc. and provides investors with access to wide range of products across five asset classes, including private equity, hedge funds, real estate, structured products and infrastructure. Our Executive Financial Services group facilitates the approval of restricted, control and concentrated securities transactions for Rule 144 affiliates, Section 16 insiders and other key employees of publicly traded companies. This group facilitates transactions for individuals and families in possession of restricted securities.

Citibank

Vision of Citibank
Citi Institutional Consulting places as paramount the importance of delivering objective advisory solutions to our clients. This commitment is reinforced in all aspects of our business and is defined by our mission, vision and core values: Mission. Our mission is to help set the industry standard in investment-consulting services for sophisticated investors. Our investment-consulting teams provide fullservice consulting advicesolutions that are tailored to each clients individual needs. Vision. We believe that excellence in consulting requires client advocacy and stewardship, a passion for leading-edge investment solutions and the delivery of experienced consulting services in a way that helps us exceed our clients expectations every day. Core Values. Our core values encompass a commitment to complete objectivity and transparency in all areas of our investment advice. Our advice is managedin all aspects and at all times-by the same team that originally provided your customized solutions.

Citibank

Raising Ethical Issues

Compliance with the highest ethical standards is a critical element of your responsibilities. Citi strongly encourages you to raise concerns or questions regarding ethics, discrimination or harassment matters, and to report suspected violations of these and other applicable laws, regulations and policies. Early identification and resolution of these issues is critical to maintaining Citis strong relationships with its clients, employees and stakeholders. The Code of Conduct provides an overview of the key policies of which you need to be aware. In addition, you must also be aware of the detailed policies, procedures and regulations specific to your business, position and legal entity. The Code cannot anticipate every issue you may encounter. Situations in the workplace may arise where the proper course of action may not be clear or where you feel uncomfortable.

Citibank

Cash Management
Account Services And Liquidity Management
Citibank offers a bouquet of wide range of services that cover account services, liquidity management and payment and collections. Liquidity management is quintessential for effective working capital management. At Citi, we understand that liquidity management requires visibility control and optimization of balances across your accounts. A wide range of Corporates, Financial Institutions and Small / Medium Enterprises choose Citi as the preferred partner for meeting their account management requirements. Corporates can hold the following types of accounts:

Current Account
It is a plain vanilla, non-interest bearing account and the withdrawals to the account are permissible only up to the amount of deposits in the account.

EEFC Account
Exchange Earner's Foreign Currency Account (EEFC) is an account maintained in foreign currency with an Authorized Dealer. This account is for Exporters to hold their Foreign Currency Inward Remittance in foreign currency.

Cash Credit Account

Cash Credit account is a form of current account with overdraft facility with fixed limit. This account is also non-interest bearing account.

Citibank

Better Control Of Cash- Real Time Information

CitiDirect, our award winning electronic banking platform, gives you online balances and transaction reporting to help you monitor your account information centrally in an easily accessible format.

Investment Options-Transform Surplus Balances Into Working Investments

Citi offers you the best Investment options to minimize your idle balances, and allowing you greater flexibility in managing your funds. We give you an option to choose from a wide range of investment options such as term deposits, mutual funds etc.

Cash Concentration-Optimize Balances

Optimize costs at a corporate / group level by leveraging inter-company and intracompany target-balancing solutions. Investments can be in an active or a passive form depending on local regulations.

Global Footprint with Strong Local Presence

No other bank can match Citi's capabilities in global liquidity management because our solutions work across your company's operating networks at local regional and global levels. Our extensive network means that you have the flexibility in choosing bases for your regional and master accounts, allowing you to arrange mechanisms in order to achieve visibility control, and optimal utilization of balances

Citibank

SWOT Analysis
Strengths
The world's largest credit card issuer Diversified financial products (consumer finance, retail banking products and services, investment banking, commercial banking, asset management, trade finance, ecommerce products and services, private banking) Global infrastructure

Weaknesses
Exposure to subprime mortgage market Debt obligations related to asset backed securities and subprime market

Opportunities
Extensive range of services enhances the group's cross-selling opportunities to weather financial market turmoil Online, mobile banking Emerging markets Acquisition/integration of Automated Trading Desk

Threats
World's largest credit card issuer - huge liability Weakening financial markets Consolidation in the banking industry - bigger, larger competitors Weak mortgage market in the US

Citibank

PEST Analysis
Political
Some countries regulate using credit card. Some countries have risk of political corruption.

Economical
Some countries are so poor that card is not profitable at all. There are competitors that started card service faster than City bank

Social/Cultural
In some countries, card is used commonly but in some other countries, card is only for high status people. Each country has different standards for choosing credit cards.

Technological
Citibank has quite high technology that can make customers more comfortable.

Citibank

Case Study
Citibank is one of the leading banks worldwide. It is now planning to expand its credit card business to Asia Pacific area. There are surely threats in that market, but there are also excellent opportunities. In this article I will analyze the Citibank as a brand and will discuss possible solutions to the problems that might occur in the new market. Brand of Citibank: Citibank has already been in banking operation in Asia Pacific and mainly has good relationships with large business houses. Also, for private customers, Citibank offers the Citi-one accounts with minimum deposit $10,000. In addition, in Hong Kong there are 7,600 Citigold customers who are required to deposit more than $100,000 in their accounts. Consequently, Citibank has been regarded as a prestigious, consumer-oriented international bank. Clear Positioning: As mentioned above, clear positioning as a high-end bank for upper class and large business firms, Citibank could successfully create brand image in Asia Pacific.

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Citibank

Conclusion
Most of the people like to have their bank account in Citibank 75% people knows about Citibank 95% people have their bank account. 40% customers avail the facility of ATM. 65% people do not want to have an association with Citibank.

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Citibank

Bibliography
Search Engines
Google Yahoo Wikipedia

Citibank (Kandivali Branch)

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