Marketing and Citibank Essay Example for Free

Marketing and Citibank Essay ACKNOWLEDGMENT Alhamdulillah, first of all i would like to thank God as finally I was able to finish my assignment that have been given by Marketing lecturer to me. Besides that, not forget also a to my friends Muhammad Kharusani because without his guide me assignment cannot be done properly like this. He always gives supports and guide to me how to do the assignment in purpose to produce a good outcome from research that been studied. Credits also are given to friends class HND1B which help each other to complete this task. Topic that been given by me are regarding concept and process of marketing citibank company. Finally, thank to our beloved friend that always stick together and also work hard to produce a good assignment with all afford and responsibility. Hope that all the effort will give a lot of benefits to me . Not forget also for those who help me complete this assignment direct or indirectly. ABOUT CITIBANK Citibank, a major international bank, is the consumer banking arm of financial services giant Citigroup. Citibank was founded in 1812 as the City Bank of New York, later First National City Bank of New York. As of March 2010, Citigroup is the third largest bank holding company in the United States by total assets, after Bank of America and JP Morgan Chase. Citibank has retail banking operations in more than 160 countries and territories around the world. More than half of its 1,400 offices are in the United States, mostly in New York City, Chicago, Los Angeles, the San Francisco Bay Area, Washington, D.C. and Miami. More recently, Citibank has expanded its operations in the Boston, Philadelphia, Houston, and Dallas metropolitan areas. In addition to the standard banking transactions, Citibank offers insurance, credit cards and investment products. Their online services division is among the most successful in the field, citation needed claiming about 15 million users. As a result of the global financial crisis of 2008–2009 and huge losses in the value of its subprime mortgage assets, Citibank was rescued by the U.S. government under plans agreed for Citigroup. On November 23, 2008, in addition to initial aid of $25 billion, a further $25 billion was invested in the corporation together with guarantees for risky assets amounting to $306 billion. Since this time, Citibank has repaid its government loans in full. Q1. Present two definitions of marketing and compare both definitions. Provide relevant examples which relate to Citibank case study. Based on Philip kotler definition, Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. In other words, customer will exchange what their value (e.g money), only if their want is met. Based on my opinion, Philip kotler saying that people change what they want is to gain profit and use their valuable item to change it. In daily life also, we need to satisfy our demand by used exchanging process otherwise we cannot improve in a way of how we live. In wanting to possess such a product, we have to pay a price (cost). Hence, in making a decision to purchase an item, the customer will consider both the value and the price. After we have decided on the product, it can then be procured via the process of exchange or transactions. Based on Citigroup, they are using this strategy to satisfy their customer needs and wants. Based on Rochelle Rucker, Citibank faced a few problems to initiate manual fund problems. When they want to send money from their accounts, they call their banker and then fax, phone or mail in requests to have the transaction processed. Because the process was so complicated, customers complained. Most of the complaints lodged with the department dealt with the time it took to complete the process. So, in order to overcome this problem, Citibank use six sigma program methods to solve it. Six Sigma is a business management strategy seeks to improve the quality of process outputs by identifying and removing the causes of defects (errors) and minimizing variability in manufacturing and business processes. Six sigma used a simple method which is Pareto chart. This chart gives data which has the highest problem occur most often. A team composed of bankers and operations people identified the entire funds transfer process, tabulating defects and analyzing them using a Pareto chart. One of the methods is using internal call-back procedure, which required staff to call the person requesting the funds transfer to make sure that the instructions were correct and hadnt been altered. So in this way, Citibank can ensure that their customer has no problem and problem solved. By using this six sigma method Citibank strives for perfect processes to satisfy customer. In Citibank Malaysia, they have proved their commitment for their customer and community live. A large aspect of Citibank’s corporate citizenship in Malaysia focuses on helping people of all ages better understand and practise financial management. In 2010, Citibank Foundation allocated grants totalling USD208,000 for their community-based projects. They have worked with Radio Television Malaysia (RTM) and invited a new collaboration with ERA Consumer Malaysia to launch the second season of the â€Å"Stretching Your Ringgit† program on TV1, TV2 and Radio RTM. The initiative followed encouraging survey findings that showed more than 70% of Malaysians polled realised the importance of financial management, especially those in the low-middle income bracket. According to American Marketing Association Board of Directors Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer s, clients, partners, and society at large. In this case, AMA said that marketing occur when both of the company involve when there is activity among them. Citibank use the same concept which they provide services to their customer to save the money and make it easier. Citibank also provide bank loan, Credit card, Deposits, Investment, Citigold which gives benefit to customer. Citibank also use communicating to contact with their customer to provide services or solving problem. Citibank provide services to customer which can give both benefit. for example Citibank provide bank loan and this can reduce burden for people which has low income. As for the Citibank also, they make interest for those who borrow bank loan and this will give benefit to the firm. Both of definition gives the same meaning in different way. Philip kotler emphasize of the customer needs and wants. We can say Citibank really care about their customer so they will try the best to overcome any problem that customer faced. In india Citibank care their customer, this can be shown by their customer â€Å"I can safely say that Citi provides the best card services for India, which is why most of my spend is on Citi and I recommend it to my friends. A lot of the success is the result of having passionate, committed, service oriented people like Manish. My kudos to him†. (J sajeev, 2011).American Marketing Association which more to creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. The difference between this concept is AMA is more to set of activity which no related to customer needs and wants. Citibank satisfy their customer and this is the key of how Citibank more success than the others banker in Malaysia. Compare to Maybank Malaysia, Citibank is much older than the others banker in Malaysia. We can say that Citibank is more experience in handling money. Q2. Identify at least three main characteristics of a marketing-oriented organization of Citibank case study and provide an examples for each characteristic. What is marketing orientation? Marketing orientation is a philosophy focused on discovering and meeting the needs and desires of its customers through its product mix. Unlike past marketing strategies that concentrated on establishing selling points for existing products, market orientation works in reverse, attempting to tailor products to meet the demands of customers. In essence, market orientation can be thought of as a coordinated marketing campaign between a company and its customers. Nowadays, business firm use this concept to make their customer stick with their product. We can say that the idea that companies can create a product and sell its features to an eager buying public is no longer concrete. With an increasingly global economy and more and more choices for consumers, companies must be willing to adapt their mark et orientation to stay competitive. Based on my opinion, nowadays in Malaysia, we can see a lot of bank is available. So the competition becomes higher than before. In order to attract more people to use their services, Citibank has to adapt with current situation. Citibank use marketing oriented business to identifying customer, consumer needs and wants. In Malaysia, Citibank provide Islamic banking way to satisfy their customer. By using PEST analysis, we can say that Malaysian people are majority muslim and the idea of Citibank to provide Islamic banking which satisfy customer are brilliant. So people can enjoy with low interest rates given. Citibank in Malaysia facing a problem regarding high interest rate offered, so they make a research and develop a new system which enable customer use their Islamic banking. Another services that they provide is Citibank Guard Savings is The first savings account in Malaysia that’s enhanced with free Takaful coverage against critical illness. Citibank Home i Partner provide Capped Rate, Flexible Payment and Daily Calculation, Citibank Checking Account I is a system provided by checking account that honours the Islamic banking principle of guaranteed safe custody approved by the Shariah body. Based on the services provided by Citibank, we can conclude that Citibank care about their customer needs and develop a new system according to community lived. Just like the others bank, Citibank online will make all the transactions become much easier as customer can save valuable time and money. No more hassles with long queues, parking and travelling. As we can see, Citibank developing products to meet customer needs and wants. So they come out with product and services which give benefit to their customer Credit Cards, Ready Credit, Home Loans, Loans, Deposits, Investments, Insurance, Islamic Banking. So this is basic need in any of bank in Malaysia. What is the differences between Citibank and the other bank? So let’s take an example of Citibank ready card. Citibank Ready Credit is an Unsecured Personal Overdraft with Checking Facility that allows you to access cash easily in any amount in excess of your credit balance up to the approved overdraft limit. With ready card, we can access our balance in credit card even if the amount has exceeds the limits. As a fact, Maybank did not have their owned ready card. Citibank ready card is benefit to their customer as it is convenient to pay, pay for amount that we use. Another characteristic of a marketing oriented business is making the product is available to customer at a righ t time and place. We already know about product and services of Citibank as Credit Cards, Ready Credit, Home Loans, Loans, Deposits, Investments, Insurance, Islamic Banking. Let’s take an example of Credit cards, before this Citibank only produced normal credit for their customer only. But now, Citibank produced a new credit card Citibank at work. Citibank at Work takes Citibanks world-class consumer banking products and services right to the doorstep of employees at their workplace. Apart from enjoying customized privileges across a wide range of products including banking accounts, credit cards, loans, deposits and insurance on-site, employees of these companies also have access to financial seminars and lifestyle events, tailored to their specific profiles and needs. By using Citibank at work, business company can do their job efficiently as they have their own business credit card. Q3. Explain four elements of the marketing concept and relate your answer with Citibank case study. FOUR ELEMENTS OF MARKETING ORIENTED ORGANIZATION Production Concept is a concept where goods are produced without taking into consideration the choices or tastes of your customers. It is one of the earliest marketing concepts where goods were just produced on the belief that they will be sold because consumers need them. It holds that customers will prefer products that are widely available and inexpensive. Manager focusing on this concept concentrate on achieving high production efficiency, low cost, and mass distribution. From my opinion, production concept emphasize on distribution of product. This type of concept are easier to use. Based on the case study, Citibank provided more credit card for their customer. Each customer could have more than one credit card. Product Concept holds that consumers will favor those products that offer the most quality, performance, or innovative features. Managers focusing on this concept concentrate on making superior products and improving them over time. They assume that buyers admire well-made products and can appraise quality and performance. However, these managers are sometimes caught up in a love affair with their product and do not realize what the market needs. Related to the case study, Citibank improved their product to satisfy customer need. Before this, customer got problem to use their credit card where credit card can be used for loan only. But after an improvement, Citibank come out with Citibank Premier Miles card, Platinum, Citi business, Air-Asia Citibank gold. Next elements use is selling concept. It holds that consumers and businesses if left alone, will ordinarily not buy enough of the selling company’s product. Selling concept also is an idea in marketing that if customers are left to themselves, they will not make the effort to buy a companys products. Therefore, it dictates, companies must be aggressive in pushing their sales. Based on my opinion, if company want to sell their product by using selling concept, they have to be aggressive in promoting their product. Not like the older ways where they promote their product by using agents. As for the Citibank case study, nowadays they advertise their product through internet and media more efficiently. Marketing concept is a business philosophy that combines above three business orientation. It holds that the key to achieving it’s organizational goals consists of company being more effective than competitors in creating, delivering, and communicating customer value to it’s selected target customers. These three philosophies are the product, selling, and marketing philosophies. Even though each philosophy has a particular time when it was dominant, a philosophy did not die with the end of its era of dominance. In fact, all three philosophies are being used today. The best way to meet the organizations goals is also by meeting customer needs and wants. The marketing concepts emphasis is to understand the customers before designing and producing a product for them. With the customers wants and needs incorporated into the design and manufacture of the product, sales and profit goals are far more likely to be met. What are Citibank do to satisfy their customer needs based on marketing concept is they make swot analysis to know what can be done to attract more customer in Citibank. Citibank (2009) has mention that their customers can have their banking activities in the Islamic principles. This not only able attracts more customer but Citibank are show that they understand their customer need in the daily banking activities. This principle have apply in Citibank branch in Malaysia. â€Å"What are the reasons behind the recent growth in Islamic finance? One is the strong demand from a large number of immigrant and non immigrant Muslims for Sharia-compliant financial services and transactions.† (Low chee hua, 2010) In order to compete in the rising of the demand of Islamic Banking, Citibank has introduced the Islamic Banking to their customers. So basically, marketing concept is satisfy customer problem and solved it by looking of what customer need. The societal marketing concept was an offshoot of the marketing concept wherein an organization believes in giving back to the society by producing better products targeted towards society welfare. Some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. The marketing concept possibily sidesteps the potential conflicts among consumer wants. Citibank also take part in their societal marketing. Citibank became a major sponsor of the Sydney Swans in 2005, who is play in the AFL. The marketing concept is about matching a companys capabilities with customer wants. This matching process takes place in what is called the marketing environment. Businesses do not undertake marketing activities alone. They face threats from competitors, and changes in the political, economic, social and technological environment. All these factors have to be taken into account as a business tries to match its capabilities with the needs and wants of its target customers. An organisation that adopts the marketing concept accepts the needs of potential customers as the basis for its operations. Success is dependent on satisfying customer needs. So basically, Citibank use marketing concept to attract more customer to use their services. One of the techniques used is credit card promotion such as Instant Rewards at Shell, Domino’s pizza, Samsung S3, Asia web direct. Before this, if customer wants to pay bill or loan they have to go to Citibank. But nowadays, they upgrade their system to online banking so that customer can pay instantly and reduce waste time. Q4. Provide an indication of the likely costs and benefits to Citibank case study in adapting a marketing approach. In Citibank, there are many advantages and disadvantages of a marketing approach. Customer Satisfaction In customer satisfaction, it refers to which a product’s perceived performance matches a buyer’s expectation. It is a measure of how products and services supplied by a company meet or surpass customer expectation. We can see based on their services of Citibank do for their customer. In Malaysia, Even the Citibank atm machine is less than the other bank, but their services to customer is good. Citibank will try their best to solve problem of customer credit card so that they will not lose their customer. Customer Care Customer care is a phrase that is used to describe the process of taking care of our customers in a positive manner. The term is used in place of complaint handling due to its positive focus, and is a reminder that customer satisfaction is a priority. Related to Citibank case study, they care about their customer. we can see that Citibank provide customer services so they will know any problem of customer faced. There is a few customer having problem regarding Citibank delay card. As banks are losing their customer fast, they are coming up with different strategies to retain their customers. ‘When/where was the last time you made the transaction with the card?’; I told him I don’t remember anymore since I have a few cards and I have not been using Citibank Card for a while. He insisted me to answer that question before he can proceed, and I insisted I that I don’t remember and suggested him to ask another verification question†. (Kclau, 2010) Quality of services and products. In company, they must have their own quality of services and products. It is designed to constantly improve the quality of their products, services and marketing concept. In Citibank, their main objective at Citibank is to provide reliable and quality services to our customers. Our customer service policy has the overall aim of ensuring that our customers are provided with services which are reliable and best suited to their needs. They have to manage and ensure that quality control standards for services are met. Citibank also have online credit card services so they can login anytime, anywhere to view their account details and activities. DISADVANTAGES OF CITIBANK There is one reason and one reason only that it’s so easy to get a store credit card: they are confident that they will make money off of customer purchase. The interest charged on store cards, as compared to bank credit cards, is at least several percentage points higher and often as much as 10-15% higher. As well, annual fees or sign-up fees may run twice as much as those of standard credit cards. Means that, Citibank charged is higher than the other banks in Malaysia, so that’s why only businessman use Citibank. It involved high cost in retaining the customers. And also, the target market for Citibank is higher because they only target their customer on businessman. CONCLUSION As overall conclusion, Citibank is one of the multinational companies that successful in online based financial institution that operate in Malaysia. Citibank able to understand the culture of local citizen (promo Islamic Banking Services), able to gain their market share by solved the geographical problem (online banking services), able to cost cutting by promo the online banking culture to their customer, and able to compete with the local financial institution. We know that Citibank is really cares about their customer and try their best to satisfy customer needs and wants. Based on this concept of marketing, Citibank now are well known in all around the world. Although it is a foreign company but Citibank is a good model to local financial institution to learn their strategies to increase their competitive capability to compete in the global market.

The Sleeper by Edgar Allan Poe Essay -- Poetry Analysis

The Sleeper, by Edgar Allan Poe, was first published in the Poems of 1831; this poem has since been revised from its current version which was printed in 1845. This poem was written during the Romanticism Period. This time period is defined as a time in which poets began to â€Å"rebel against the Neoclassical restrictions and dominance of reason as poetic aim. Romantic poetry celebrated the imagination over rationality, passion, and dreams over reason and external reality, and isolated individuality over collective humankind. Romantic poetry looked to celebrate both the supernatural and elevate the commonplace.† (Henriksen) Poe’s imagination prevails in this lyric poem. The speaker of the poem experiences an internal conflict while mourning the death of a loved one. The relationship of the speaker to his surroundings is introduced into the main narrative in the opening of the poem, and is specific to when this occurrence is taking place, â€Å"At midnight, in the month of June†. June is the month in which the summer solstice takes place, in the Pagan culture of this time â€Å"Midsummer was thought to be a time of magic, when evil spirits were said to appear. The pagans often wore protective garlands of herbs and flowers.† (chiff.com) Today this concoction is used by modern herbalists as a mood stabilizer. Midnight is also known as the witching hour when ghosts are considered to have their most power. Black magic is also thought to be infallible at this hour as well. The speaker of the poem describes himself as standing beneath the moon, this sublunary expulsion is pertinent to the narrative of the poem, and he is admitting his mortality in this line. The moon is personified in the fourth line â€Å"Exhales from her out her golde n rim†, which is ... ... be casting stones, or holding a conversation. The speaker of the poem does not move on from this emotional torment, yet I do feel as if in his quest for closure he does resolve some of the tumultuous feelings he does have in regard to losing his love. Works Cited 1. Coviello, Peter. â€Å"Poe in Love: Pedophilia, Morbidity, and the Logic of Slavery.† ELH, 70.3 (2003): 875-90. 2. Peeples, Scott. â€Å"Life writing/Death writing: Biographical Versions of Poe’s Final Hours.† Biography, 18.4 (1995): 328-338. 3. Folks, Jeffrey. â€Å"Poe and the Cogito† The Southern Literary Journal, 42.1 (2009): 57-72 4. chiff.com summer solstice 1999-2010.1st November 2010. http://www.chiff.com/a/summer-solstice.htm 5. Henricksen, John. Poetry Spark Chart. USA. Spark Publishing, 2003. 6. Poe, Edgar Allan. The Fall of the House of Usher and other writings. London: Penguin Books, 2003.

Boeing Changes the Nature of Its Business with Global Collaboration Essay

Boeing, the $55 billion Chicago-based aerospace company, has been a major player in the global economy for almost a century. But now the company is undertaking a far-reaching transformation as it uses cutting-edge materials and electronics and high-level technology for the design and assembly process of its new passenger plane –the Boeing 787. The new plane, nicknamed the â€Å"Dreamliner,† is Boeing’s bid for market leadership in competition with Airbus. The new midsize passenger jet will have an outer shell and about half of its parts made of carbon-fiber-reinforced plastic, which will make it lighter and give it better fuel economy. In January 2006, the company had 291 firm orders and 88 commitments from 27 airlines for the new 787, which will seat from 250 to 330 passengers in varying configurations. The list price is about $150 million per plane. The previous state of the art in aviation manufacturing was to have global partners work from a common blueprint to produce parts-actually, whole sections of the airplane-that were then physically shipped to a Boeing assembly plant near Seattle to see if they fit together. Prior to the 787, wood mock-ups of planes would be constructed to see if parts built by partners around the world would really fit together. When the process failed, the cost in time and production was extreme. Boeing’s shift goes beyond making planes faster and cheaper. The new business model takes Boeing from manufacturing to a high-end technology systems integrator. In 2004, Boeing’s IT systems people were consolidated into the Boeing Technology Group. Now parts are designed from concept to production concurrently by partners (including companies in Japan, Russia, and Italy) and â€Å"assembled† in a computer model maintained by Boeing outside its corporate firewall. Boeing’s role is integrator and interface to the airlines, while the partners take responsibility for the major pieces, including their design. Boeing still takes the hit if the plane fail and deliveries are late, but the actual cost of development and manufacturing is spread across its network of collaborators. At the same time, building such global relationships may help the company sell its planes overseas. The biggest savings are the time saved through the online collaboration process (from 33 to 50 percent), creating a huge competitive advantages. Collaboration is a necessity for Boeing for several reason. Airplanes are huge and enormously complex. Politically, sales of a â€Å"global product† are enhanced when people in other countries are building parts of the airplane. Companies in these countries may then buy from Boeing. Basic collaboration is done through information-flow tools such as Microsoft Office and SharePoint. Boeing and partners are using Dassault Systemes 3D and Product Lifecycle Management solutions. Other IT tools used are a product suite from Exostar LLC, with which Boeing can share two-dimensional drawings, conduct forward and reverse auctions, and respond to RFPs, and an application called Catia. The plane is designed at Global Collaboration Environment, a special online site maintained by Boeing. There levels of collaboration are facilitated between teams and companies. In the first level-design collaboration- all parties involved log in and make their changes electronically in the blueprints, and the team works together. Quality is improves because the computer finds the mistakes. The next level involves suppliers working with their supply chains. The third level is real-time collaboration involves a considerable amount of product lifecycle management across multiple countries enabled by technology that differentiates Boeing’s new model from the previous kinds of global relationships. Boeing also uses the new partnership to solicit ideas of how to improve designs, integration, and so on. This results in cost-cutting. Boeing maintains 10 multimedia rooms at its Everett, Washington, complex for the use of collaboration teams. These are open 365 days a year, 24 hours a day. A visualization application developed by Boeing allows the teams to do real-time design reviews of complex geometry without any Lag time as the models load. Meetings are conducted in English, with sidebar conversations, as needed, in a team member’s native language. Collaborative design also speeds the design process, helping Boeing to avoid expensive penalties from its customers if the plane is not delivered on time, and it gives the company more flexibility in simultaneously designing multiple versions of the 787 that are part of its wide-ranging appeal in the marketplace. Finished designs are stored in another Dassult product, Enovia, which is also maintained by Boeing. This has become an enormous data-management task. The issue of security has also been a concern; however, security technology has developed to the point that the security of the information is assured. Collaboration across cultures and time zones can raise a host of issues about the way people work together. The adjustment of management practice to the networked, team-oriented approach is important to consider when redesigning human resources practices to meet virtual resource needs and when developing a custom-tailored collaboration platform.

The Pros and Cons of Gun Control in the United States Essay

Gun control is a growing issue as of late, due to recent events such as school shootings as well as crimes which are committed daily due to gun violence the issue has been more controversial than ever before. IT is true that by owing a gun you can feel a sense of self- empowerment as it can allow you to protect yourself as well as your loved ones. However, owing a gun is a double edge sword in today’s world. The reason is that with the sudden increase in gun violence more people have beganbegun to become anti-gun. The government does help by passing laws which will not allow certain people to own or buy guns. The problem with that type of situation is that those people can still own guns by going through a third party in order to receive†¦show more content†¦The biggest pro when it comes to owning a gun is the sense of security and protection it allows you to obtain being a homeowner or family member. It allows you to understand that if you are being burglarized or i f somebody does try to break into your home a gun provides you a way to protect yourself as well as your family. It is a fact that 74% of burglars stay away from homes are occupied by those who own guns due to the fear of what could happen. The best part about owning a gun is you can keep burglars or vandals at bay without even having to fire your gun;, just the sight of a gun will keep people from trying to break into your homes. Now for the con side of this debate, first I would have to say that having a gun is extremely risky. There is danger associated with owning a gun. You can be foolish and leave your gun where children may have access to it which can lead to more pressing issues. This is why when small children are in the house keep your guns hidden and do not allow them to know where these guns are. Also I wo9uld like to say that video games which incorporate gun violence can put ideas in a child’s head that guns are fun. This is far from the truth as guns are not fun and should not be viewed as a fun hobby to get into, especially by younger children. Another con to consider when owning a gun is the risk of harming friend, neighbor, or even a family member by accident. Looking into gun control I have found information which showsShow MoreRelatedGun Control Pros and Cons in the United States2511 Words   |  11 Pagesdebate over gun control has been raging through the American political systems for years. On one side, there is the National Rifle Association (NRA) and 2nd Amendment-citing citizens who use their firearms for hunting and self-defense. On the other, there is Handgun Control Inc. (HCI) and followers of the Brady Campaign who want to ban guns on the basis that they are dangerous. Both sides have strong arguments, anchored in historical precedent and statistical analysis. 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