A Case Study

ON

Marketing Research At CITICORP/CITIBANK

Prepared By

Chetan Jagtap 18
Introduction
Citicorp is global financial holding company. Major brands are :
Citibank, Diners Club, Citicorp mortgage. It operates more than 600
branches in nine states & district of Columbia. Diners club invovles
more 16 Mn cardholders. Coticorp Mortgage provides thousands of
mortgages in each year. Citicorp has decentralised approach to
business. Citicorp ha development divison called The LAB. The LAB
has simulated branch bank, home & office environmemts. A standared
of evaluating consumer or staff interactive technology or software has
been developed.
SWOT Analysis
Strength :
 Citicorp operates more than 600 branches.
 Diners Club has App. 16Mn Cardholders.
 Citicorp Mortgage provides thousands of mortgages each year.
 Citicorp has development divison that concentrate on development of
long term, capital intensive services.

Weakness :
Opportunity:
 Expand the business in other states.
 Expand the horizon of other related services like financial loan, mutual
fund, financial information.

Threats :
 Competitors may affect Citicorp business.
Objectives Of Research

 To find out the capability & process of a proposed new software or

techonology.

 To evaluate the experience of using the proposed new techonology.

 To compare the current software or techonolgy with the new approach.

Analysis Of Research
• Citicorp`s LAB developed a standared method of evaluating consumer &/or
staff interactive techonology or software.
• A sample of target group asked to evaluate current performance which is in
“White Card” .
• Then, the respondents use the new approach in the LAB. Respondent
evaluate the experience of using current approach.
• The respondents evaluation of the new approch compared to their view of
how the task is currently performed, & to how prevoious respondent s
reacted to earlier version of software or techonology.
Thank You