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Citigroup took advantage of China's financial shortcomings and seized the opportunity to expand Citigroup's services in China by offering investment banking and personal financial planning.
Citigroup Displays Environmental Adaptability in China
Citigroup has displayed environmental adaptability in China. Citigroup's goal is to "grow our market share over the next five years through or embedded bank strategy" (Pearce and Robinson, 2004, p.18). Through "strong brand equity", which is Citibank's strategic marketing approach has also led to the expansion in China.
The following reasons display Citigroup's environmental adaptability and expansion in China:
? Citibank had an emerging markets and global advantage;
? Citibank had been in the foreign market for 100 years;
? Due to Citibank's experience in volatile markets created a level of operational expertise;
? Citibank had the reputation unlike other banks to move in early with the intent to stay...
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Common topics in this essay:
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