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Citigroup SWOT and PESTLE Analysis

ID : 52290853| May 2023| 18 pages

COMPANY PROFILE -Citigroup

Business Sector :Banking and Financial Services

Operating Geography :United States, North America

About Citigroup :

Citigroup is an American multinational investment banking and financial services corporation headquartered in Manhattan, New York city, USA. The company is a result of a merger between Citicorp and Travelers group in 1998. The bank has its presence in around more than 160 countries worldwide with a customer base of 200 million. It has more than 204,000 employees as of 2022. Citigroup has a 100% score on the ‘Corporate Equality Index” for 16 consecutive years. JUST Capital and Forbes recognized Citigroup as ‘America’s Most Just Companies”. Citigroup, the world's largest financial services company, announced on Friday that it will sell its consumer banking businesses in Indonesia, Malaysia, Thailand, and Vietnam for $3.6 billion as part of its global restructuring efforts. The franchises, which include Citi's retail banking and credit card businesses, will be purchased by United Overseas Bank (UOB) of Singapore. Around 5,000 Citi employees will be transferred to UOB as part of the agreement.

Citigroup’s USP lies in it being the fourth largest bank in the United States. Citi’s mission as per their annual report is to “serve as a trusted partner to its clients by responsibly providing financial services that enable growth and economic progress.”

Citigroup Revenue :


US $71.9 billion - FY ended December 31st 2021 (year-on-year growth of (-)4.77%)
US $75.5 billion - FY ended December 31st 2020

Competitive Analysis of Citigroup

SWOT
PESTLE
The SWOT analysis for Citigroup is presented below in a matrix followed by the detailed analysis report:
Strengths
Weaknesses
1. Strong financial and operational performance
2. Established financial services brand with a large customer base
3. Leading credit card issuer globally
4. Strong focus on technology		1. Majorly dependent on North American markets
2. Embroiled in scandals and frauds
Opportunities
Threats
1. Expanding in developing economies
2. Partnering with major brands		1. Threats from competitors
2. Impact of Brexit
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Detailed SWOT Analysis of Citigroup

Strength

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Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Expanding in developing economies: Citibank is present in 28 countries: However, globally several economies are growing very fast which means a world of opportunities for the bank. Citibank may reduce its dependence on US markets if it only focuses on its presence outside the USA. The company has planned to expand its services in India, as declared by Citigroup CEO India in 2021. It has increased its payments and banking services to Europe by launching SEPA Instant payments scheme in 2021. The long recovery period for some developing economies such as India may be a cause of worry but Citigroup plans to aggressively opt for expansion in the South Asian markets, which will require the bank to streamline into the demands specific to the region and the economy. 2. Partnering with more retail brands: Citibank has partnered with several retail brands including Costco, Home Depot and the Australian brand Coles. Customers nowadays evidently reach for Citi cards over other options in their wallet due to the group’s dynamic portfolio of products. The company adequately strengthened this portfolio of partnerships with the launch of the Citi Custom Cash card and renewals of key retail partnerships such as AT&T, Macy’s and Tractor Supply Company. The remaining section under "Oppurtunity" is available only in the 'Complete Report' on purchase.

Threat

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References used in Citigroup SWOT & PESTLE Analysis Report

1. Citi to sell SE Asian consumer banking business for $3.6 bn | Economic Times - https://economictimes.indiatimes.com/news/international/business/citi-to-sell-se-asian-consumer-banking-business-for-3-6-bn/articleshow/88895458.cms
2. CitiGroup - https://en.wikipedia.org/wiki/Citigroup
3. 2021 Annual Report - https://www.citigroup.com/citi/investor/quarterly/2022/annual-report/
4. Citigroup Inc. 2022 Notice of Annual Meeting and Proxy Statement - https://www.citigroup.com/citi/investor/quarterly/2022/ar22p.pdf?ieNocache=936
5. World Economic Outlook | International Monetary Fund - https://www.imf.org/en/Publications/WEO
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Citigroup SWOT and PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2025). Citigroup SWOT and PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/citigroup/ [Accessed 25 Jan, 2025].

In-text: (SWOT & PESTLE.com, 2025)

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