Citi Group Inc. Case Analysis

Mission, Vision and Value Proposition

Mission Statement

Citi Group Inc.’s current mission statement as per its website is, “Citi’s mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress.” (Citi Group, 2016)

The main theme of the current mission statement of the Citi Group Inc. is to provide a clear view of the organization, i.e. why the Citi Group Inc. exists and what is the purpose of the organization. The mission statement also provides a framework which guides the management in aligning the business strategies with the overall goals of the Citi Group Inc.

As the Citi Group Inc.’s mission states, company’s core activities circle around responsibly providing

Mr. Michael L. Corbat states, “Great ideas are born from the ability to see challenges as opportunities, a desire to affect change, and a vision for the future.” (Citi Group, 2016)

This statement clearly spells the guiding principles for the existence of the Citi Group Inc., i.e. being a global leader in financial services, Citi Group strives to match toughest challenges while looking for solutions that are scalable with potential for global impact enabling sustainable progress.

Value Proposition

Citi Group Inc.’s value proposition circles around its mission of enabling growth and progress. The value proposition sets the foundation for the Citi Group Inc.’s strategies and priorities. The major components of the Citi Group Inc.’s value proposition are:

• Create economic value for customers through personalized products and services as per client’s specific needs.

• Strive to produce the best possible outcomes.

• Continuously work on increasing convenience and responsiveness (i.e. strive to adopt new technologies which enable the delivery of best financial services)

• Offer full suite of global financial services across are geographic locations being

Global expansion (Greater global expansion beyond the US) 0.08 3 0.24

2. Diversification (Further diversify sources of revenue beyond financial services, i.e. fin-tech, block chain etc.) 0.05 2 0.10

3. Expand Retail Banking Network (expand beyond current 32 countries) 0.06 3 0.18

4. Infrastructure sector (Opportunities to grow infrastructure sector) 0.03 3 0.09

5. Consumer banking (Greater opportunities in global consumer banking) 0.05 3 0.15

6. Cross Selling Opportunities (Capitalize on existing customer base) 0.04 3 0.12

7. Emerging markets (Capitalize on growth in emerging economies) 0.02 2 0.04

8. Diversifying portfolios for customers 0.03 4 0.12

9. Mobile banking service (Capitalize on existing 15 million online users) 0.03 2 0.06

10. Consolidating (Strategic acquisitions) 0.05 2 0.10

Threats -

1. Changing regulations in global market (Impacting how City Group works) 0.11 3 0.33

2. Mortgage market is unstable (Mortgage prone to subprime issues) 0.06 4