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In analyzing a case, take the role of a manager who is presenting a recommendation to the board of directors. Rarely, there is only one right answer to a marketing problem. Rather there is a continuum of solutions from excellent to horrible. Your goal is to provide the best possible (i.e., the most logical and well justified) solution to the problem(s) at hand.
The case should have:
Problem Identification
Recommendation(s)
Rationale
Displays a thorough understanding of the main issue(s)
Appropriate qualitative and/or quantitative analysis
Provides logical justification for recommendation(s), including:
– Why it is better than the alternatives
Citibank’s e-Business Strategy for Global Corporate Banking Questions
1. How does Citibank differentiate its e-business product offering from that of its competitors?
2. How could Citibank create its own competitive advantages in the market place?
3. How could Citibank’s Cash and Trade Group develop different e-business products for different industries?
4. One of Citibank’s challenges is managing vendors, suppliers and clients without allowing them to exploit its clients. How does Citibank protect its clients from its strategic partners?
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