The research attempts to identify the elements in a universal framework onto a specific case scenario. Here different Citibank branches (at least 3) will be selected from across the world, other than China. These branches are studied using secondary and primary research for their ways of working. The success elements and identified and based on the case study analysis of Shenzhen branch, recommendations are made. The significance of this research is that the international business findings are taken and made applicable to a local situational context. Also the study presents how international business awareness would be helpful in solving key problems for the business in localized context.
The research is however limited in scope because the concerns of the particular branch-the Shenzhen branch is identified through primary research, but a broader issue set is derived using the macro environmental issues, which means issues for all Citi branches in China will be considered. This is reported as a research limitation here because although the research focuses on the Shenzhen branch, the general issues will be considered also, to make the discussions holistic.
The Citigroup was incorporated in the year 1988 as a financial services holding company. The company provides both financial products and services. It provides person banking services, credit banking services, corporate level banking, investments, securities brokerage, consumer wealth management, retirement planning, and more. Citibank is divided into key major segments such as Citicorp which deals with the Global Consumer Banking businesses of Citi, the Institutional Clients Group, corporate and the Citi Holdings Group (Reuters, 2015). The Global Consumer Banking segments deals with the banking services such as that of personal banking, credit lending and investments. North America, EMEA, Latin America and Asia are the four regional consumer banking businesses of Citi at present. Institutional Clients Group segment will deliver the Securities and Banking services, corporate level support services, public sector client services and high net-worth clients in around a hundred countries. The corporate segment in particular caters to the services for unallocated expenses, offsets, reclassifications and eliminations. The Citi Holdings segment on the other hand includes a portfolio of assets which are the core strength of the Citigroup. The holdings business operates in North America and the Western Europe retail banking.