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| Author: | Grossberg, K. A. |
| Title: | How Citibank created a retail niche for itself in Japan. |
| Journal: | Planning Review
1989 : SEP/OCT, VOL. 17:5, p. 14-17, 48 |
| Index terms: | FOREIGN BANKS BANK MARKETING JAPAN |
| Language: | eng |
| Abstract: | Review of the strategy adopted by the US Citibank to penetrate domestic retail banking in Japan. Its differentiation strategy. Citibank's competitive disadvantages in the Japanese market. Cartels were the winners and customers the losers. Citibank's situational analysis. Its 3 part plan. Strategy for Japan. Target segments. Citibank's niche strategy. |
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