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Citigroup SWOT & PESTLE Analysis

ID : 52290853| Nov 2017


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.

Citigroup Revenue :

$69.87 billion (2016)

Competitive Analysis of Citigroup

The SWOT analysis for Citigroup is presented below:
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
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


1. Strong financial and operational performance: Citigroup has delivered strong performance across its business franchises in 2016. The international Global Consumer Banking (GCB) division delivered modest growth and Citi’s $1 billion investment in Mexico till 2020 is further expected to boost the division’s earnings. The Institutional Clients Group segment also delivered a 10 percent revenue growth in FY16. The bank also has made significant progress in driving Common Equity Tier 1 Capital ratio towards 11.5% target by Q3-FY17. Further, the company returned close to $11.0 billion of capital to shareholders in the form of dividends and buybacks in 2016.

2. Established financial services brand with a large customer base: Citigroup has built a strong brand image for itself by consistently providing excellent customer service across the financial services domain with over 200 years of rich experience. Further the bank caters to over 200 million customers across 160 countries. The bank was widely recognized in the Awards for Excellence by Euromoney in 2017 as a leading global institution in categories such as Digital, Financial Inclusion, Markets and Transaction Services.

3. Leading credit card issuer globally: Citigroup is a leading issuer of credit cards in the world. It is the undisputed leader globally in terms of credit cards. Citi Branded Cards provide payment and credit solutions to individual consumers and small business having more than 55 million accounts as of FY16. Citi Branded Cards clocked revenues of $341 billion and an average loan portfolio of $96 billion in 2016. The growth in Citi-branded cards business was also driven by acquisition of the Costco portfolio.

The unpublished sections of the entire Citigroup SWOT analysis is available in the 'Complete Report' on purchase.


1. Citigroup Annual Report 2016:

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Citigroup SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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Citigroup SWOT & PESTLE Analysis
Price : USD 11.53