In the wide world of megabanks, niche plays can become more important
Even banks that are very large in this country can be small elsewhere.
Take Citibank, for example.
In Asia, Citi has market shares of between 1.1% and 3.4% in Hong Kong,
But among its target customers in these markets, Citi's status is much
Where Citibank wants to be recognized, it has achieved that objective.
Targeting and niche identification were key.
Citibank executives considered their assets. They have a global network
They asked, "Who would benefit from these assets the most?"
The answer: multinational companies and top-tier local companies that
Also, entrepreneurs and small-business owners who do business across all
Having identified the niche, Citibank set out to staff its branches with
In Indonesia, for example, Chinese-who make up only 3% of the
Citibank also positioned itself in the corporate market not as a lender,
As a result, Citi has prospered in Asia.
Citibank's example illustrates the effectiveness of focus, customer
Every community bank can learn from Citibank's experience.